MVRDV draws on its Beijing heritage for its flagship Urban Revivo
Fashion retailer Urban Revivo opens its flagship store of Beijing Sanlitun Districtdesigned by MVRDV. Occupying a prominent location along Sanlitun West Road between the South and North Villages of the commercial district, the 4,120 square meter store seeks to position the growing Chinese brand in the city’s competitive luxury retail landscape, drawing on Beijing’s architectural heritage, including the traditional roof tiles, moon gates, grey brick hutongs and modern retail design. “The challenge of this project was to create a space that feels grounded in its surroundings, while also reflecting Urban Revivo’s global ambitions.” says MVRDV founding partner Jacob van Rijs. “So we used local references, such as Beijing roof tiles, but combined them with modern techniques to create spaces that evolve with the visitor’s experience, from the color-changing facade to the smallest design details inside.”
Hanging aluminum tiles and tubular elements form the facade and reinterpret the rhythm of Beijing’s traditional roofscape. Finished in Urban Revivo’s signature blue with a duotone that changes between blue and purple depending on the viewing angle, the display case changes throughout the day as the lighting conditions evolve. In several locations, floating elements swell outwards in three-dimensional wave-like forms, creating depth through shadow, reflection and subtle variations in color.
all images by Wen Studio unless otherwise noted
Moon gates and gray brick shape the retail experience
THE group at MVRDV marks the interior with seven circular openings, borrowing the form of traditional Chinese moon gates while doubling as storefronts. The larger gate marks the entrance and leads visitors into an interior defined by gray brick surfaces that reference the narrow hutong neighborhoods historically associated with Beijing.
As visitors move upwards through the four-level store, circular openings evolve into arches on the first level, rounded rectangles on the second and inverted curves on the upper floor, gradually introducing more contemporary geometries. Material palettes also change between floors: reflective finishes and bright blue furniture characterize the first floor, and darker finishes define the second, while plush upholstery and cobalt blue tones create a quieter atmosphere in the private shopping areas above.
MVRDV wraps Urban Revivo flagship in Beijing in a facade inspired by traditional roof tiles
Six Bold Rooms create distinct environments
Distributed throughout the building are six themed viewing environments that MVRDV calls Bold Rooms, spaces that introduce distinct material environments tailored to different collections. Upholstered walls define the Soft Room, recycled fabric blocks form the Playful Room, mirrored surfaces create the Urban Room, wooden display boxes organize the Daring Room, and a curtained Unexpected Room can be reconfigured for changing collections or installations by local artists. Two Avant-Garde Rooms occupy the atriums of the building, using glass showcases to showcase selected products.
MVRDV designed the store down to the smallest detail, from custom signage and furniture to display systems and clothing racks. The interior translates Urban Revivo’s identity into a cohesive spatial experience. In Beijing, familiar architectural references root the flagship in its local context, while reflecting the brand’s ambitions as it continues to expand internationally.
the flagship occupies a prominent corner location in Beijing’s Sanlitun shopping district
close up of hanging aluminum tiles | image by Urban Revivo
the facade changes between blue and purple | image by Urban Revivo
