MVRDV新作：北京三里屯URBAN REVIVO旗舰店

设计单位  MVRDV

项目地点  北京三里屯

建成时间  2026年

建筑面积  4120平方米

本文英文原文由MVRDV提供，由有方编译。

中国时尚品牌URBAN REVIVO近日在北京三里屯开设了一家全新的旗舰店，该项目由MVRDV设计。设计既体现了URBAN REVIVO面向全球都市的品牌视野，也回应了中国首都本土建筑语境。

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 capital.

从受北京屋瓦启发的立面、对传统拱券的现代诠释，到当代材料的运用以及特别设计的“异想空间”（Bold Rooms），该设计将看似对立的两种倾向融合于一个沉浸式零售空间之中。

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.

成立于2006年的中国服装零售品牌URBAN REVIVO目前已在全球拥有超过380家门店。品牌最新旗舰店位于北京热门购物目的地三里屯，该区域以繁忙的街道和高端商业店铺云集而闻名。门店占据三里屯西街的重要位置，这条主步行通道连接着三里屯太古里的两个购物“村落”。因此，该店既融合了太古里南区年轻、潮流且亲民的时尚气质，也吸收了北区奢侈品牌偏好的戏剧化定制立面——近期开业的蒂芙尼（Tiffany & Co.）北京旗舰店同样采用了由MVRDV设计的立面。

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.

在这些大胆醒目、争夺视觉关注的商业外立面之间，全新的URBAN REVIVO旗舰店凭借一种独特设计脱颖而出：它将品牌作为时髦、现代、全球化品牌的发展愿景，与北京的历史底蕴和独特城市特征相结合。

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.

店铺引人注目的视觉形象首先体现在立面上。立面由大量悬挂式铝制瓦片和管状构件组成，并采用URBAN REVIVO标志性的蓝色涂层，同时覆以“二向色”（dichroic）涂层，使立面能够随着观看角度变化呈现从紫色到蓝色的色彩转变。

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 purple to blue.

在部分区域，这些瓦片构件向外鼓起，形成波浪般的三维形态，为店铺塑造出复杂而富有层次感的表情，其特点体现在阴影、高光以及细微的色彩变化之中。

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.

七个圆形入口受到中国传统月洞门的启发，既作为橱窗展示，也暗示了室内空间的设计特征。

Seven circular portals, inspired by traditional Chinese moon gates, serve as window displays and hint at the design’s interior qualities.

顾客从最大的中央入口进入后，会发现内部大量采用灰砖材质——这一元素不仅呼应了北京胡同，同时也作为中性背景，衬托URBAN REVIVO的商品展示。

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.

店铺每一层空间都拥有独特的个性，主要体现在差异化的门洞和壁龛形状。从首层的传统月洞门开始，随着楼层上升，这些元素的设计风格逐渐趋向现代：二层采用拱形开口，三层采用圆角矩形，顶层则以时尚的反向弧线作为空间语言。

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.

与此同时，各楼层的点缀色彩与材料也有所变化：二层更具年轻、大胆的气质，通过反射材质以及亮蓝色家具营造活力氛围；三层采用更深沉、精致的材料；四层则专用于私人购物体验，运用天鹅绒、钴蓝色软包以及更具私密感的氛围。

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.

该店的一大亮点是六个“异想空间”（Bold Rooms），它们分布于建筑不同角落，用于展示特别系列。

A standout feature of the store is six “Bold Rooms”, thematic spaces in different corners to display special collections.

这些空间包括：“柔软空间”（soft room），墙面覆盖软包垫材；

These include the “soft room” with upholstered cushions on the walls;

“趣味空间”（playful room），采用再生织物模块；

the “playful room” with recycled fabric blocks;

“都市空间”（urban room），拥有反射墙面与地面；

the “urban room” with reflective walls and floors;

“大胆空间”（daring room），利用木质盒体展示商品；

the “daring room”, with wooden boxes putting items on display;

“意外空间”（unexpected room），铺设可根据系列主题变化的织物帘幕，或呈现当地艺术家的设计作品；以及“先锋空间”（avant-garde rooms），利用玻璃展示柜布置于建筑内部两个中庭之中。

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 glass display cases that line two atriums within the building.

“这个项目的挑战在于，创造一个既扎根于周边环境，同时又能够体现URBAN REVIVO全球愿景的空间。因此，我们借鉴了北京屋瓦等本土元素，并结合现代技术，创造出能够随着访客体验不断变化的空间——从会变色的立面，到室内最细微的设计细节。”

“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，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.”

——Jacob van Rijs，MVRDV创始合伙人

——Jacob van Rijs，MVRDV founding partner

MVRDV的设计延伸至店铺的每一个细节，从标识系统到服装陈列架，MVRDV为这家URBAN REVIVO旗舰店打造了完整统一的室内设计体系。该店的开业标志着品牌持续全球扩张过程中的重要一步。

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 significant step for the brand as it continues to grow worldwide.

设计图纸 ▽

完整项目信息

Project Name: Urban Revivo Sanlitun Flagship Store

Location: Beijing, China

Year: 2025—2026

Client: Urban Revivo

Size and Programme: 4120 ㎡ / retail

Architect: MVRDV

Founding Partner in charge: Jacob van Rijs

Director: Aser Gimenez 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

Photography: Wen Studio, Urban Revivo

版权声明：本文由MVRDV授权发布。欢迎转发，禁止以有方编辑版本转载。
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