Images by Wen Studio, Urban Revivo
All images source: Designboom
In the fiercely competitive landscape of global luxury retail, fashion brands are realizing that world-class design is no longer just about the garments on the racks, it is about the space itself. Architecture has become an intelligent selling tool, translating a brand’s core identity into a tactile, immersive environment that captures attention, fosters emotional connections, and elevates prestige. A masterclass in this approach is Urban Revivo’s flagship store in Beijing’s vibrant Sanlitun district, designed by the internationally renowned architecture studio MVRDV and highlighted by design publication Designboom.
Spanning 4,120 square meters, the store demonstrates MVRDV’s signature design prowess by merging Beijing’s rich cultural heritage with inventive, modern spatial storytelling, setting a benchmark for future retail environments worldwide.
Urban Revivo’s flagship store in Beijing’s vibrant Sanlitun district, inventively designed by the internationally renowned architecture studio MVRDV
A Dynamic Facade: Merging Heritage with Innovation
The flagship immediately commands attention along Sanlitun West Street through a facade that honors Beijing’s traditional architectural vernacular while embracing cutting-edge modernity. Reinterpreting the rhythm of traditional Chinese roofscapes, MVRDV wrapped the exterior in suspended aluminum tiles and tubular elements.
Finished in Urban Revivo’s signature blue and layered with a dichroic coating, the tiles shift seamlessly between hues of deep blue and vibrant purple depending on the time of day and the angle of view. In key areas, these elements swell outward into sculptural, wave-like forms, generating dynamic shadows and metallic reflections. This kinetic facade transforms the building itself into a billboard of brand identity, enticing passersby into an evolving visual experience.
MVRDV’s signature design prowess was demonstrated in the project’s modern spatial storytelling. Image by Urban Revivo
Cultural Heritage Reimagined for Spatial Storytelling
Step inside, and the store functions as an architectural journey through Beijing’s spatial history:
- Moon Gates: MVRDV punctuated the building with seven circular openings inspired by traditional Chinese moon gates. Serving both as structural highlights and display windows, these geometric portals frame products like artwork. The largest moon gate marks the grand entrance, inviting shoppers into the interior.
- Hutong-Inspired Grey Brick: Grounding the store in its local context, the ground level features grey brick finishes that evoke Beijing’s historic, narrow hutong alleyways.
- Evolving Geometries: As visitors ascend through the four-level store, the architectural language transitions from classic to contemporary. The traditional moon gate curves evolve into formal arches on the first level, softened rounded rectangles on the second, and striking inverted curves on the top floor, mirroring Urban Revivo’s balance between traditional roots and modern fashion aspirations.
The front view is exclusively represented with unique façade. Image by Urban Revivo
Prioritizing Aesthetic Comfort and Experience
Beyond pure aesthetics, the flagship focuses heavily on shopper comfort and sensory delight. MVRDV designed the store holistically, down to the custom signage, display racks, and bespoke furniture, ensuring every touchpoint reinforces the brand’s identity.
The material palette intentionally transforms across each floor to offer varied moods:
- Level One: Bright reflective finishes and vivid blue furnishings establish a high-energy environment.
- Level Two: Darker, grounded finishes create a sleek, sophisticated tone.
- Upper Levels: Plush velvet upholstery and rich cobalt blue accents craft a quiet, luxurious atmosphere tailored for intimate and private shopping experiences.
Image by Urban Revivo
The Six “Bold Rooms”: Inventive Display Environments
To keep the retail journey engaging, MVRDV distributed six distinct thematic spaces throughout the store, known as the Bold Rooms. Each room utilizes custom material choices tailored to highlight specific fashion collections:
- The Soft Room: Wrapped in plush upholstered walls for a tactile, intimate feeling.
- The Playful Room: Crafted from sustainable, recycled textile blocks.
- The Urban Room: Lined with mirrored surfaces to create an endless visual reflection.
- The Daring Room: Organized with structured timber display boxes.
- The Unexpected Room: Lined with adaptable curtains designed to host rotating artist installations or changing seasonal collections.
- The Avant-Garde Rooms: Positioned within the building’s sweeping atriums, utilizing sleek glass cases to spotlight flagship products.
A Global Inspiration for Retail Design
By blending cultural reverence with futuristic design execution, MVRDV’s project for Urban Revivo illustrates how architecture can intelligently elevate a fashion brand. Grounded in Beijing’s historic identity yet radically forward-looking, this flagship store stands as an inspiring, benchmark project for global retail architecture, proving that the future of fashion retail lies in creating spaces as dynamic and thoughtful as the clothes themselves.
Image by Urban Revivo
Image by Urban Revivo
Image by Urban Revivo
Image by Urban Revivo
Project Info:
Name: Urban Revivo Sanlitun Flagship Store
Architect: MVRDV
Location: Beijing, China
Gross Floor Area: 4,120 sqm
Client: Urban Revivo
Year: 2025–2026
Founding Partner in Charge: Jacob van Rijs
Director: Aser Giménez Ortega
Design Team: Elien Deceuninck, Thiago Maso, Egle Jacinaviciute, Amanda Galiana Ortega, Samuel Delgado, Gabriel Perucchi, Nicolas Odriozola, Sofia Gkegka, Maja Stankowska, Hyunjin Park, Esteban Ruiz, Matilde Rasella, Carmen Xu, Esther Qian, Jiameng Li, Kevin Zhao, Monica di Salvo, Turker Naci Saylan, Chantal Besteman, Daria Rosh, Emilia Benarroch, Robert Busko, Ciprian Buzdugan
Business Development: Hannah Yan
Photographers: Wen Studio, Urban Revivo
Editorial Note: At Buildace Magazine, we publish this feature in good faith, with full attribution to Designboom as the primary source for the original project coverage. We celebrate the design prowess and unmatched creativity of MVRDV as they continue to shape the future of global architecture.
Alex Kabiru
Architecture Editor, Buildace Magazine