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Shoping Plus City Outlet Mall in Beijing
Shopping Centre Redevelopment in China – design by AaaM Architects
22 Feb 2018
Beijing Shoping Plus City Outlet Mall
Design: AaaM Architects
Location: North Fourth Ring Road, Chaoyang District, Beijing, China
Shopping Mall Rebirth as a new O2O Retail Environment / Beijing Shoping Plus City Outlet Mall
Next to the Olympic Media Village and Beiyuan Road North metro station, “North Star Shopping Centre” opened its door in 2010, right after the Beijing Olympic event. Decade over, the nation-owned mall is running down due to inappropriate retail positioning and operation. Shopin, being the largest outlet brand in Jingjinji Metropolitan Region, takes over the entire mall and redevelop into City Outlet Mall, named “Shoping Plus”, first-of-its-kind in the Capital city.
Hong-Kong-based AaaM Architects was appointed as chief designer, assisting in setting the design brief, and providing design solution from head to toe, including façade design, hard landscape, retail planning, interior design, anchor store and signage design.
Retail circulation is completely re-planned, tailored for a mall of renowned factory stores for retailers like Nike, Uniqlo, etc. Anchor stores, usually found in traditional mall, are displaced with shopin-operate multi-brand stores at strategic locations between factory stores. This retail strategy facilitates a better shoppers’ experience along different types of outlet stores.
Shopin act as both the mall operator and retailer in the project, bring out the brand identity is the key to the interior design. Taking inspiration of Shopin’s metal frame-based product display system, the whole design concept was deprived from the language of “Magic Cube”, to create and elevate the brand association. The large LED monitor in the atrium was removed and a maze of irregular white cubes with 3D LED was installed rising from B1 to L6. It is treated as a center installation piece where shoppers are able to “hack” the LED for message display using mobile app developed by Shopin. This reflects their retail positioning about “online-to-offline”, in an interactive way.
Eastern part of façade is being upgraded to re-signify the mall presence towards the elevated metro station and main pedestrian street. Angular modules of folded aluminum fins are parametrically-applied onto the current curtain wall system, sizing from small to big with yellow/orange color, adding dynamics to the City Outlet Mall. Other renovation works include metro-connecting entrance, icon installation at the crossroad, public circulation, multi-brand stores, lift lobbies and toilet area, etc, in a fast-track 6-month design and construction time.
This unique retail planning and design was proven successful during the first week the mall reopened where the number of shoppers was the highest since 2010. The mall was being awarded as 10 most innovative retail by China Chain Store & Franchise Association in 2017. Shopin City Outlet Mall is now a daily destination to its immediate neighborhood and the shoppers within 5 km, covering online and offline community.
Shoping Plus City Outlet Mall, Beijing – Building Information
Architect: AaaM Architects
Location: North Fourth Ring Road, Chaoyang District, Beijing
Design Team: Kevin Siu, Shuyan Chan, Bob Pang, Francis Man, Fan Tse, Boon Ho, Oscar Yan, Pakchuen Chan
Client: Beijing Shopin
Size: 50,000 sqm
Year of Completion: 2017
Program: Façade Design/ Hard Landscape/ Retail Planning/ Interior Design/ Anchor Store/ Signage
Shoping Plus City Outlet Mall in Beijing images / information received 220218
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