MVRDV-designed Urban Revivo flagship store in Beijing blends local architecture with global aspirations
Fashion brand Urban Revivo has opened a new flagship store in Beijing’s Sanlitun district, designed by MVRDV. The project reflects both the cosmopolitan global outlook of Urban Revivo and a connection to the local architectural context of the Chinese capital. From a facade inspired by Beijing roof tiles and a modern interpretation of traditional arches to contemporary materials and special ‘Bold Rooms’, the design combines these two seemingly opposing impulses into one immersive retail environment.
Founded in 2006, Chinese fashion retailer Urban Revivo has now expanded to over 380 stores worldwide. Their latest flagship store is located in the district of Sanlitun, a popular destination for shopping in Beijing known for its busy streets and concentration of high-end shops. The store occupies a prominent location on Sanlitun West Street, the main pedestrian route connecting the two shopping “villages” of Taikoo-Li Sanlitun. The store therefore combines the young, trendy, accessible fashion of Taikoo-Li’s South Village with the dramatic bespoke facades favoured by luxury brands in the North Village – where the Beijing flagship store of Tiffany & Co. also recently opened with an MVRDV-designed facade.
Among these bold, flashy store exteriors and brands clamouring for attention, the new Urban Revivo flagship store stands out with a design that combines the brand’s ambitions as a chic, modern, global brand with the heritage and unique character of Beijing. The store’s striking aesthetic begins with its facade. This is made from an array of suspended aluminium tiles and tubes, finished in Urban Revivo brand signature blue with a “dichroic” coating that changes colour depending on the viewing angle, from purple to blue. In places this array of tiles bulges into a wave-like three-dimensional shape to create a complex and highly nuanced face for the store, characterised by shadows, highlights, and subtle changes in colour.
Seven circular portals, inspired by traditional Chinese moon gates, serve as window displays and hint at the design’s interior qualities. Entering through the largest, central gate, visitors find themselves in an interior characterised by extensive use of grey brick – a reference to Beijing’s hutongs that also serves as a neutral backdrop for the presentation of Urban Revivo’s offering.
Each floor has a distinct character, established by the shape used in its portals and niches. From the traditional moon gates on the ground floor, these features become more modern in style as visitors ascend – from arched openings on the first floor, to rectangles with rounded corners on the second floor, and finally to a stylish inverted curve on the top floor. Similarly, accent colours and materials vary per floor: the first floor takes on a more youthful and bold character, with reflective surfaces and the use of bright blue furniture; the second uses darker, refined materials; and the third floor is dedicated to private shopping with velvet, cobalt blue upholstery and an intimate ambiance.
A standout feature of the store is six “Bold Rooms”, thematic spaces in different corners to display special collections. These include the “soft room” with upholstered cushions on the walls; the “playful room” with recycled fabric blocks; the “urban room” with reflective walls and floors; the “daring room”, with wooden boxes putting items on display; the “unexpected room”, lined with fabric curtains that change to suit the collection or feature designs by local artists; and the “avant-garde rooms”, with glass display cases that line two atriums within the building.
“The challenge of this project was to create a space that feels grounded in its surroundings while also reflecting the global aspirations of Urban Revivo”, says MVRDV founding partner Jacob van Rijs. “So we used local references, like Beijing’s roof tiles, but combined them with modern techniques to create spaces that evolves with the visitor’s experience, from the colour-changing facade to the smallest design details inside.”
MVRDV’s design extends to every detail of the store, from the signage to the clothing racks, with MVRDV crafting every aspect of the interior to create a cohesive ensemble for this flagship Urban Revivo location. The opening of the store marks a significant step for the brand as it continues to grow worldwide.
