Bosideng Flagship Store Sanlitun, Beijing shop, Chinese retail design, North China architecture photos

Bosideng Flagship Store in Sanlitun, Beijing

13 April 2025

Design firm: 39 THIRTY NINE

Location: Sanlitun, Beijing, People’s Republic of China

Photos © SFAP

Bosideng Flagship Store, China

Relentless Journey Toward Dream Peaks
For 48 years, BOSIDENG has embarked on an unyielding journey, evolving with the rising cultural confidence and the ever-diversifying world of fashion while actively exploring a development path that aligns with the changing times.

As a global leader in down jacket market, BOSIDENG has unveiled its retail space in the heart of Sanlitun, an iconic fashion destination in Beijing. This new flagship store serves as a key landmark for engaging with avant-garde fashion consumers and redefining the brand’s identity.

The store follows a unique design concept, centered around the theme “Relentless Journey Toward Dream Peaks.” The space unfolds through four narrative chapters, reinterpreting BOSIDENG’s brand spirit and visual symbols as the “Ice and Snow Loong” and “Three Poles,” creating a retail space where the future and the extreme converge.

Embark On An Endless Expedition
The store pays homage to the spirit of conquering peaks. Its design incorporates the aesthetics of polar expedition, utilizing a modern design language to sculpt the textures of Mount Everest, mimicking real rock formations and snow layers. The all-glass facade, complemented by sleek metal lines, reveals a modern and futuristic feel.

The “loong,” symbolizing the spirit of the Chinese nation, is deeply intertwined with the BOSIDENG’s brand genes. Depicting the “loong” from a global perspective, its flowing whiskers and radiant scales come to life with traditional Chinese relief techniques, imbuing the jade loong with vitality. This creates a unique visual system that reinforces BOSIDENG’s cultural identity as a homegrown Chinese brand, while enhancing its visual recognition in the urban landscape. Additionally, the cloud effect on the gradient glass facade evokes a sense of ice and snow fantasy.

Touching The Top Of Mount Everest
The interior design continues the facade’s visual language, drawing inspiration from natural landscapes such as Mount Everest and the North and South Poles. These elements are seamlessly integrated through a well-organized layout, creating an atmosphere that invites customers to explore the unknown and embrace the natural world. This immersive environment stirs courage and determination, reinforcing the brand’s ethos: “Aim Higher, be First.”

At the entrance, an inverted Mount Everest sculpture serves as a focal point and prelude of the narrative, complemented by a mirror that showcases the mountain’s steepness and perilous climbing route.

A circular installation etched with the latitude and longitude of Mount Everest displays BOSIDENG’s milestones, inviting customers to experience the brand’s historical journey.

The store also features Arctic and Antarctic glacier-themed spots, with gradient lighting simulating the blue glow of ice cracks, creating a dramatic polar atmosphere and offering a unique photo backdrop for customers.

The contour lines and text on the entrance window’s back panels effectively communicate the functionality of the Dengfeng Collection.

Moving Beyond Boundaries
The Aurora ceiling light leading to the second floor symbolizes hope and inspiration, implying that customers are moving from the pinnacle toward infinite possibilities. Using projection fusion technology, it dynamically displays the ever-changing Aurora Borealis. The interplay of light and shadow between the wall and staircase enhances the space’s ethereal and dreamlike atmosphere, while the incorporation of Arctic elements bridges a transition from the frozen land to the polar sky.

On the second floor, a high-tech, futuristic area signifies the brand’s journey from nature to the future. Lighting, dynamic projection walls, surround sound, snow scenes, and art installations combine to create a polar expedition ambiance. Here, customers feel as though they are transported to an ice field, deeply immersed in the extreme cold world crafted by BOSIDENG, reinforcing the brand’s strong connection with both nature and technology.

Explore A Sustainable Journey
Spatial fluidity and immersive experience are key design considerations. The dynamic walkway installation at the center of the second floor is a standout feature. The bridge connects to an Antarctic scene, with mechanical transmission structures and intelligent sensors regulating the speed and path. The interconnected conveyor belts form a fluid network, linking technology and nature. This immersive experience engages customers with BOSIDENG’s commitment to sustainability and innovation.

The hexagonal glass walkway is inspired by the green glazed tiles of the ancient Yonghe Temple, with geometric patterns symbolizing loong scales and armor whilst communicating the store’s local cultural identity. Display islands, staggered in height, are paired with adjustable cantilevered hanging rails, inviting customers to observe products from all angles. The use of down feathers and fillings in displays showcases BOSIDENG’s technological prowess.

BOSIDENG Flagship Store in Sanlitun transcends the boundaries of time and space, seamlessly blending the brand’s national spirit with a global vision. This immersive retail environment embodies the harmony of nature, technology, and human exploration, bringing the spirit of reaching new peaks to life.

More than just a showcase for BOSIDENG’s products, the store offers customers a deep emotional connection to the brand’s legacy and technological innovations. By integrating cutting-edge retail concepts with cultural storytelling, the flagship store redefines shopping experiences, setting a new benchmark for future retail space design.