In recent years, Bosideng has continuously evolved, transforming into a more international and fashion-forward brand. Its exploration of retail space has advanced in parallel.

The sixth-generation Shanghai flagship both continues and innovates the brand’s benchmark store concept. With nearly twice the floor area of a standard store, it expands the boundaries of traditional retail while preserving Bosideng’s essence. By weaving narrative elements throughout, it introduces a dual brand story—the “Spirit of Ascent” and “Down, from Micro to Macro: The Ultimate Expression of Down Technology”—taking customers on an immersive brand journey.

The space draws inspiration from Bosideng’s founder and the historic ascent of Mount Everest, reflecting the “Spirit of Ascent” that defines the brand.

GRG (Glassfiber Reinforced Gypsum) is used innovatively from facade to interior. Textured surfaces and layered volumes evoke the rough feel of a snow wall, creating a visually and tactilely polar atmosphere. Partition fixtures with a snow-wall aesthetic allow for open, flexible layouts while maintaining a coherent cold-environment theme. Ceiling-mounted inverted contours of Mount Everest playfully reinforce the polar concept, adding depth and intrigue. The “Dengfeng” series and other premium collections are highlighted as focal points, embodying the Spirit of Ascent and infusing the brand’s philosophy of climbing and transcendence into the retail experience.

The sewing machine—symbolizing Bosideng’s origins—represents craftsmanship and quality. In the flagship, its form is abstracted into a unique design language, with details like stylized needles and feed mechanisms imprinting a distinctive brand identity onto the fixture system.

Through layered expression and narrative, Bosideng’s sixth-generation store moves beyond conventional retail, guiding customers to connect emotionally with the brand and shaping a more complete brand image.