MVRDV has unveiled Urban Revivo’s new flagship store in Beijing’s Sanlitun district. The design draws inspiration from the traditional architecture of the Chinese capital, whilst also reflecting the fashion brand’s international aspirations.
Urban Revivo is a Chinese brand that has been operating since 2006 and already has over 380 shops worldwide. The fashion giant has chosen the prestigious Sanlitun West Street as the location for its new flagship store. This is the main pedestrianised street linking the two parts of the Taikoo Li Sanlitun complex. The architects at MVRDV have designed a building that stands out amongst the striking boutiques of luxury brands. Its façade is clad in suspended aluminium panels and tubes finished in Urban Revivo’s signature blue. The surface has been given a dichroic coating, thanks to which the colour shifts from purple to blue depending on the viewing angle. In several places, the façade bulges out in a three-dimensional wave, creating a play of light, shadows and reflections.
Seven circular portals, inspired by Chinese Moon Gates, lead into the shop. The largest of these serves as the main entrance. Inside, grey bricks dominate, echoing the architecture of historic hutongs, and providing a tranquil backdrop for the collection on display. Each storey has its own distinct pattern of openings and recesses. The ground floor utilises circular forms; the first floor is based on arches; the second on rectangles with rounded corners; whilst the top floor is distinguished by an inverted curve. The materials and colour palette also vary. The first level attracts attention with its mirrored surfaces and vivid blue furniture; the second makes use of darker, more elegant finishes; and the third floor is dedicated to private shopping amidst cobalt-blue upholstery and velour.
The interiors also feature six so-called ‘Bold Rooms’ situated in various parts of the shop. The ‘Soft Room’ is surrounded by upholstered wall cushions, the ‘Playful Room’ features blocks made from recycled fabrics, and the ‘Urban Room’ is filled with mirrored walls and floors. In the ‘Daring Room’, clothes are displayed in wooden crates, the “Unexpected Room” is enveloped in fabric curtains that are changed to coincide with new collections or works by local artists, whilst the “Avant-garde Rooms” consist of glass display cases situated alongside the building’s two atria.
As MVRDV co-founder Jacob van Rijs emphasises, the greatest challenge was to create a space firmly rooted in its Beijing surroundings, whilst at the same time reflecting Urban Revivo’s global ambitions. The practice designed every element of the fit-out here, from the signage to the clothes hangers. The entire shop therefore forms an exceptionally cohesive composition. The opening of the new flagship store marks an important stage in Urban Revivo’s ongoing international expansion.
design: MVRDV
photographs: Wen Studio, Urban Revivo
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