Beijing ShopIN+ Outlet Mall Revamp

Located near the Olympic Media Village and Beiyuan Road North Metro Station, the "North Star Shopping Centre" had seen a steady decline since its 2010 opening due to mismatched market positioning and operational flaw. In 2017, Shopin—the leading outlet brand in the Beijing-Tianjin-Hebei region—acquired this state-owned mall, reimagining it as "Shopin Plus," its first urban outlet project. AaaM Architects faced the immense challenge of transforming this 50,000-square-meter traditional retail space into a new O2O (online-to-offline) landmark within a rapid six-month renovation period to reignite its commercial vitality.

The core design draws inspiration from outlet mall's signature metal shelving system. The team translated the "3D Magic Cube" into a consistent design language, which not only strengthens brand recognition but also fosters positive consumer associations through creative architectural storytelling.

Catering primarily to the community within a 5-kilometre radius, the team reconfigured the commercial circulation and atrium's spatial configuration. Traditional anchor store models were replaced with "multi-brand integrated zones" strategically interspersed between brand factory outlets and F&B space. This layout creates a unique "offline experience + online interaction" consumption model, perfectly embodying the openness and interactivity required in the new era of retail space.

Our multi-dimensional renovation strategy focused on both visibility and experience. The first phase of masterplanning redefined the plaza and public space around and uncover the hidden commercial value. The east facade features parametrically designed light box folded with aluminum fins, creating a dynamic gradient effect that significantly enhances the building’s visual presence and retail atmosphere in day and night time. In the atrium, the traditional large LED screen was demolished to open up shop frontage and was replaced by a series of white "Magic Cube" interactive installations spanning from B1 to L6, featuring embedded 3D LEDs compatible with mobile app interaction. Additionally, the team overhauled the metro-connected entrance, crossroad MEP structure, public corridors, and restrooms, achieving a total interior-to-exterior refresh in record time.

The project saw record-breaking footfall during its opening week—the highest since 2010—and was named one of the "Top 10 Innovative Retail" by the China Chain Store & Franchise Association in 2017. Its primary success lies in proving that traditional commercial spaces can achieve a seamless blend of online and offline retail through innovative design. This project not only redefines the shopping experience but also demonstrates the vital role of architectural design in driving business transformation, providing a successful and replicable model for revitalising outdated malls.