Amway Corp, the world's largest direct selling company, on Friday opened its first experience center in Shanghai as part of its efforts to further expand its presence in China.

The company said the new center will play a big role in upgrading its image, branding and provide more transparency and understanding in connecting with customers.

The center, located in the central business district of Shanghai and covering 7,500 square meters, was designed by architects from South Korea. It features high-tech and green-style immersion experiences of various business units of Amway.