The Beijing Wangfujing Flagship represents the newest Converse mono-door concept. Located in the coveted Wangfujing shopping district, this is our first two-story retail experience with a total area of 3834 sqft – bringing Converse’s best experiences to both local and visiting game-changers. The design of the environment combined Converse's DNA and Beijing culture. Chevron became a formal motif, appearing on the facade, walls, stairs, and ceilings. Chinese roof and skylight were abstracted into moments within the store, defining the "the Buzz of Beijing" and circulation. Materials such as reclaimed local bricks, wood, scaffolding, and metal grates framed the brand's industrial aesthetics through a localized lens. A new fixture system was implemented in this pilot store as well. Updated scaffold connections and the new grate system allowed easier adjustments by the staff. Rachet strap attachments allowed for efficient and premium head-to-toe presentation. On the second floor, we also rolled out an elevated Converse By You experience, inspiring the consumers to exercise their creativity through a full-service offering: print, stitch, and heat press.  

Location: Beijing, China
Date: October 2021
Design Team: Converse Global Brand Experience and Greater China Commercial