MVRDV's proposal for the Urban Revivo flagship store encompasses all elements of the store, from signage to displays and clothing racks, developing a coherent design language in every detail of the space. The opening of this new flagship store represents a significant step in Urban Revivo's international expansion strategy and consolidates the brand's global growth.
In an environment dominated by eye-catching storefronts and buildings designed to capture attention, the new Urban Revivo store stands out with a design that combines the brand's contemporary and global identity with Beijing's architectural heritage.
Urban Revivo Flagship Store by MVRDV. Photograph by Wen Studio.
Its most recognizable element is the façade, composed of a system of suspended aluminum tiles and tubes, finished in Urban Revivo's signature blue and coated with a dichroic treatment that shifts its hue—from blue to purple—depending on the viewing angle. At certain points, these pieces protrude, forming soft, three-dimensional undulations that create a dynamic interplay of shadows, reflections, and chromatic variations.
Seven circular entrances, inspired by traditional moon gates, serve as display windows and foreshadow the interior's spatial language. Upon passing through the central portal, visitors enter a space defined by the extensive use of gray brick, a clear nod to Beijing's hutongs, which also acts as a neutral backdrop for displaying the brand's collections.
Urban Revivo Flagship Store by MVRDV. Photograph by Urban Revivo.
Each floor develops its own identity through the formal evolution of the arches and niches. Traditional moon gates predominate on the ground floor; on the first floor, these are transformed into contemporary arches; on the second, rectangular openings with rounded corners appear; and finally, the top floor incorporates inverted curves with a more elegant design.
The materials and colors also change on each level: the first floor opts for a more youthful image with reflective surfaces and deep blue furniture; the second introduces darker and more sophisticated finishes; While the third is reserved for a private shopping experience, featuring velvets, cobalt blue upholstery, and a more intimate atmosphere.
Urban Revivo Flagship Store by MVRDV. Photograph by Urban Revivo.
One of the project's most unique elements is the six "Bold Rooms," themed spaces designed to showcase special collections. These include the "Soft Room," lined with upholstered cushions; the "Playful Room," constructed from blocks of recycled fabrics; the "Urban Room," characterized by reflective walls and floors; the "Daring Room," where wooden crates display the products; the "Unexpected Room," enveloped in textile curtains that adapt to each collection or showcase works by local artists; and the "Avant-Garde Rooms," organized with glass display cases surrounding two large interior atriums.
Urban Revivo Flagship Store by MVRDV. Photograph by Urban Revivo.
"The challenge of this project was to create a space deeply connected to its surroundings and, at the same time, capable of expressing Urban Revivo's global aspirations." “That’s why we drew on local references, such as traditional Beijing roof tiles, reinterpreting them using contemporary techniques to create an experience that evolves as visitors move through the building, from the ever-changing facade to the smallest interior details.”
Jacob van Rijs, Founding Partner of MVRDV.
