The Urban Theatre’s distinctive design by Jakob + MacFarlane is a novel flagship store for the fashion brand Urban Revivo in Shanghai, China.
Jakob + MacFarlane have recently been honored with the French Design 100 Award 2022 for The Urban Theatre, Urban Revivo’s new flagship store. The sole French design prize recognizing outstanding accomplishments of its designers across the globe. The process involves a jury comprised of international, impartial members and is overseen by President Emmanuel Macron whose transcontinental vision has deemed the award extremely prestigious.
The project is situated in Shanghai’s bustling fashion shopping district and was hence envisioned as its name suggests — an urban theatre. This notion originates from the flexibility of space leading to a large volume where one experiences discovery and revealing like when visiting an intense show in a grand theatre. The first level abuts the boulevard and serves as a venue for showing off merchandise and holding fashion shows. The project connects and speaks to its context with its preeminent urban fashion. The side façade of the store nods to the backstage of a theatre with its privileged views. The brilliant, outstretched front façade of the store unveils multiple layers of the interior and the play of activities both in and out become a sort of improvisation.
The modular structure of the store creates opportunities for elements to protrude from the framework which amalgamate its necessary functionality — countertops, changing rooms, product displays as well as horizontal and vertical circulation. These protrusions create playful shade and shadow patterns throughout the day giving even more life to the project. The bones of the building serve as a strong supporting role to its urban fashion counterpart on this one-of-a-kind stage.
Location: Shanghai, China
Area: 1200 m2
Client: Urban Revivo
Photography by Peter Dixie, courtesy of Jakob+MacFarlane