DESCENTE, a leading Japanese sportswear brand, has made its mark on Beijing with a stellar flagship store. Although already present in China for quite some time with a large retail network, the Osaka-based brand has upped the ante with a superlative retail space, unsurprisingly its biggest nationwide, at China World Mall, a shopping centre that’s part of the massive China World Trade Centre complex. The company tapped STILL YOUNG, an architecture practice based in Shanghai, to create a fitting retail space for this dynamic location, and its design team selected the Möbius strip, a famous mathematical object, as a prototype. The flagship store measures no less than 1,800 sqm. (19,375 sq.ft.) spread across four buildings connected by a spectacular, suspended façade system that sweeps across the cluster of buildings and an 830 sqm. (8,934 sq.ft.) outdoor plaza. The silver-white ribbons extend across façades, corridors, and public spaces, weaving the separate volumes into a continuous whole. Needless to say, the aesthetic is highly symbolic, reflecting a dialogue between brand, space, and city, but also symbolising a life journey of growth.

Kicking off this journey is an area dedicated to DESCENTE‘s performance collection which is presented a Snow Cave inspired by alpine terrain and ski runs. Here, the merchandise is entirely integrated in the setting, while beyond, an orderly domain with modular display systems and a restrained material palette unfolds, which is home to VIP and fitting areas. The DESCENTE Blanc area once again sees a visual language of snow and ice, but captured by timber, grid screens, and a more restrained material palette. Since 2015, the DESCENTE brand boats a golf collection, and needless to say, a dedicated section can be found here as well. The are is marked by continuous curves, mirrored metal surfaces, and the geometry of golf trajectories while overhead sweeping ceiling lines extend the aforementioned concept. And last but not least, there’s a kids collection area, captured by a softer setting with curved forms, diffused light and interactive installations. A transparent crystal sphere installation encapsulating cedar branches and brand motifs adds an evocative touch. © superfuture