UNStudio was invited to carry over the same design DNA to the prominent new Wangfujing Avenue OPPO store in Beijing. The Beijing store has a total area of 428m2, spread over two floors. This division is made visible to passersby by means of a fully glazed, double height facade. 

In alignment with the Guangzhou Super Flagship, the ambition of the design for the Beijing store was to express ‘Beauty through Technology’. In Beijing, the ‘Urban Park’ remains the driving concept, while a sculptured staircase provides a distinctive feature within the store. This staircase links the two floors of the store in a continuous flow that becomes part of the customer journey. 

To counteract the relatively narrow dimensions of the store, and to increase visibility, anodised aluminum panels, glass and mirror panels are used to create reflection and the illusion of depth in the space. To maintain the brand consistency, Terrazzo flooring and the backlit ceiling are carried through from the design of the flagship store in Guangzhou. 

On the ground floor, a long, self-supporting, monolithic table serves as a display for the various smart devices, while accessories are displayed along glass and aluminium shelving that lines the wall. 

The staircase serves as a social and experience zone, while the device displays continue on the second level, leading to the repair zone.

OPPO Store, Beijing

Client: Guangdong OPPO Mobile Télécommunications Corp.,Ltd. Location: Beijing, China Floor Area: 428 m2 Building volume: approx.. 1357 m2 Site Dimensions: Front: 7.6m Depth: 20.3 m Building Height: L1- 4.475 m L2- 4 m Programme: Retail UNStudio service: Façade and ID renovation Status: completed in 2020

Credits UNStudio:

Ben van Berkel Hannes Pfau Garett Hwang With

Alexander Meyers Ana Castaingts Gomez Piao Liu Jonghoon Kim Idil Kantarci Diego Ramirez Leon Pragya Vashisht

Advisors Local Design Institute: DOP Design Installation & Exhibition: Leaping Creative Lighting: brandston partnership inc.(BPI)