Urban Revivo三里屯旗舰店，北京 / MVRDV

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Urban Revivo 时尚品牌在北京三里屯开设了由 MVRDV 设计的全新旗舰店。项目既体现了 Urban Revivo 的全球化都市视野，也回应了中国首都北京的在地建筑语境。从受北京屋顶瓦片启发的立面，到对传统拱门的现代演绎，再到当代材料与特色“Bold Rooms（大胆空间）”主题空间，设计将这两种看似相互对立的特质融合为一个沉浸式零售环境。

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 capit al. From a façade 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.

▼项目概览，overview of the project © Wen Studio

创立于2006年的中国时尚零售品牌 Urban Revivo，如今已在全球拥有超过380家门店。其最新旗舰店坐落于北京三里屯，这里因繁华街道和众多高端品牌店铺而成为北京著名的购物目的地。店铺位于三里屯西街的重要位置，这条步行街连接着太古里三里屯南区与北区两大商业片区。因此，这家门店兼具太古里南区年轻、时尚、亲民的氛围，以及北区奢侈品牌偏爱的戏剧化定制立面特征——不久前，蒂芙尼北京旗舰店也在这里启用了由 MVRDV 设计的新立面。

▼轴测图，axonometric © MVRDV

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 façades favoured by luxury brands in the North Village – where the Beijing flagship store of Tiffany & Co. also recently opened with an MVRDV -designed façade.

▼室内概览，overview of the interior space © Urban Revivo

▼室内概览，overview of the interior space © Wen Studio

▼室内概览，overview of the interior space © Wen Studio

在这些大胆、炫目的商业外立面，以及各大品牌争相吸引目光的环境中，全新的Urban Revivo旗舰店凭借一种兼具品牌全球化抱负与北京独特城市气质的设计脱颖而出。门店鲜明的视觉形象始于其立面设计：立面由悬挂排列的铝制瓦片与铝管构成，整体采用Urban Revivo标志性的品牌蓝色，并覆以“二向色（dichroic）”涂层，可随着观看角度变化，在紫色与蓝色之间呈现不同色彩。在部分区域，这些瓦片向外鼓起形成波浪般的三维形态，使立面呈现出丰富而细腻的层次感，伴随着阴影、高光以及微妙的色彩变化。

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 façade. 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 pur ple 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.

▼立面细部，facade detail © Wen Studio

▼立面细部，facade detail © Urban Revivo

▼立面细部，facade detail © Urban Revivo

七个圆形入口借鉴了中国传统月洞门的形式，既作为橱窗展示空间，也预示着室内设计的空间特质。访客从中央最大的月洞门进入后，迎接他们的是大量采用灰砖打造的室内空间——这一设计既呼应了北京胡同，也为Urban Revivo的服装陈列提供了中性的背景。每一层楼都拥有独特的空间特征，并通过门洞与壁龛的形态加以塑造。从首层传统的月洞门开始，随着访客逐层向上，这些元素逐渐演变为更加现代的形式：一层以上采用拱形开口，二层则为圆角矩形，顶层则演变为优雅的倒曲线造型。与此同时，各层的点缀色彩与材料也有所不同：首层以更年轻大胆的气质呈现，采用镜面材质与亮蓝色家具；二层使用更深沉、精致的材料；三层则作为私享购物空间，以天鹅绒、钴蓝色软包和更私密的氛围营造尊享体验。

▼设计概念，design concept © MVRDV

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.

▼从传统的月洞门吸取的灵感，inspired by traditional moon gates © Wen Studio

▼通过门洞与壁龛的形态加以塑造，established by the shape used in its portals and niches © Wen Studio

▼采用镜面材质与亮蓝色家具，established by the shape used in its portals and niches © Wen Studio

▼优雅的倒曲线造型，a stylish inverted curve  © Wen Studio

门店最具特色的亮点之一，是分布于不同角落的六个“Bold Rooms（大胆空间）”主题展陈空间，用于展示特别系列产品。其中包括：墙面铺设软垫的“柔软空间（Soft Room）”；采用再生织物模块打造的“趣味空间（Playful Room）”；拥有镜面墙面与地面的“都市空间（Urban Room）”；利用木箱陈列商品的“大胆空间（Daring Room）”；以可根据系列主题更换的织物帘幕或展示本地艺术家作品为特色的“惊喜空间（Unexpected Room）”；以及沿两座中庭布置玻璃展示柜的“先锋空间（Avant-garde Rooms）”。

▼“大胆空间”主题展陈空间，Bold Rooms © MVRDV

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 gl ass display cases that line two atriums within the building.

▼柔软空间，soft room © Urban Revivo

▼趣味空间，Playful room © Urban Revivo

▼大胆空间，Daring room © Urban Revivo

▼都市空间，Urban Room © Urban Revivo

MVRDV 创始合伙人 Jacob van Rijs 表示：“这个项目最大的挑战，是打造一个既扎根于所在环境、又能够体现 Urban Revivo 全球化抱负的空间。因此，我们采用了北京屋顶瓦片等本地元素，并结合现代设计技术，创造出一个随着访客不断深入体验而逐渐展开的空间——从会随角度变换色彩的立面，到室内最细微的设计细节，都体现了这一理念。”

“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 façade to the smallest design details inside.”

▼随着访客不断深入体验而逐渐展开的空间，create spaces that evolves with the visitor’s experience © Urban Revivo

▼随着访客不断深入体验而逐渐展开的空间，
create spaces that evolves with the visitor’s experience © Urban Revivo

MVRDV 将设计延伸至门店的每一处细节，从导视系统到服装陈列架，事务所为这家 Urban Revivo 旗舰店打造了完整统一的室内设计体系。随着品牌持续拓展全球市场，这家旗舰店的开业也标志着 Urban Revivo 发展历程中的重要一步。

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 significan t step for the brand as it continues to grow worldwide.

▼项目夜景，night view of the project © Wen Studio

▼入口夜景，entrance at night © Wen Studio

▼立面夜景，facade at night © Urban Revivo

▼设计策略，design strategy © MVRDV

▼一层平面图，ground floor plan © MVRDV

▼二层平面图，first floor plan © MVRDV

▼三层平面图，third floor plan © MVRDV

▼四层平面图，fourth floor plan © MVRDV

Project Name: Urban Revivo Sanlitun Flagship Store
Location: Beijing, China
Year: 2025–2026
Client: Urban Revivo
Size and Programme: 4120 m2 – retail
Credits
Architect: MVRDV
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
Copyright: MVRDV Winy Maas, Jacob van Rijs, Nathalie de Vries
Partners:
Photography: © Wen Studio, © Urban Revivo

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