From pioneering thermal functionality to defining fashion on the global runway, Bosideng has consistently embodied the resilience and stature of a Chinese brand through its relentless drive to transcend limits.

Nestled within the bustling heart of East Nanjing Road, the Bosideng flagship merges the iconic imagery of Mount Everest with the brand’s genetic code, constructing an experiential monument of aspiration amid the urban streetscape. Guided by the core design philosophy of “The Ascent Never Ends,” the space transforms the monumental journey of summiting Everest into an immersive sensory narrative.

The façade is built upon a high-brightness white-and-gray palette, forming a pure and serene base. The silhouette of Mount Everest emerges through layered perforated aluminum panels, which also carry a subtle down-like texture. a direct reference to Bosideng's heritage. Angled metal cladding accentuates the mountain's dramatic ridges and depth, while a full-height LED screen presents dynamic visuals that proclaim a bold drive toward the extreme. This creates a powerful visual pull toward the peak, foreshadowing an interior journey of exploration and elevation.

Upon entering, the summit guides the gaze upward—an immediate call to exploration. Through a series of vertically staggered voids, the view leads directly to the store’s central mountain installation, where carefully choreographed lighting and curved LED screens interact. Glimpses of the gilded peak amplify the anticipation of the journey ahead.

Level 1: Base Camp – The Departure

Designed as the starting point, the first floor draws inspiration from Everest Base Camp. Slanted ceiling forms, tensioned metal cables, and rolled tent fabric on the walls vividly evoke an expeditionary atmosphere. Frosted glass and brushed stainless steel, materials that speak of extreme cold and technology, are used throughout.

Each product zone establishes its own character:

• The Summit Ascent series is anchored by a large snowy mountain installation and professional gear, emphasizing extreme performance.

• The Puffer zone uses rhombus-quilted foamed ceramic forms to express lightweight urban fashion.

• The Polar zone reinforces an atmosphere of purity and resilience with snow-textured walls.

The rear area continues the polar outdoor theme with a ceiling of stretched metal mesh and textured paint. Fitting rooms extend the diamond tent pattern, adding cement-fiber bulging forms and summit imagery for a fully immersive experience. Viewed through the lens of a mountaineer, this level redefines retail as an embarkation—symbolizing the brand setting out, always ascending.

Level 2: The Ascent – Technology in Motion

The second level sustains the ice-and-snow theme, shifting the sensory narrative from “departure” to “climb,” mirroring Bosideng's own relentless advance through core technology and expertise.

• The Sports zone, inspired by serac formations, features large slanted surfaces of cracked-effect glass and icy metallic paint. Tilting, frameless frosted-glass columns create a glacial landscape, with intersecting slopes and folded lines generating dynamic tension, reinforced by precision metal displays.

• The Business zone ceiling, made of ice-textured resin with a fibrous pattern reminiscent of down, is lined with triangular lighting to impart a clean, modern, and premium aesthetic.

• The Kids’ zone adopts a softened, igloo-like form with rounded curves and warm light to create a cozy sanctuary.

• The Refresh Workshop wall, clad in perforated metal, is curated with fabric swatches, spools, and textiles—showcasing Bosideng's R&D foundation.

The Staircase between Levels 2 & 3 acts as the spatial crescendo. Each step amplifies the ceremonial feeling of nearing the summit. Looking up, the peak of Everest merges with natural light—a symbolic arrival and the ultimate answer to the call of ascent.

Level 3: Beyond the Summit – The Future Imagination

The third level unfolds with the narrative theme “Beyond the Summit,” extending from the climb's endpoint into the brand's visionary future.

Set against a deep black backdrop under a starry expanse, a wall of natural ice-cracked jade glass refracts multiple spatial layers. An overhead garment rail system, inspired by smart factory logistics, curves around an artistic contour of Mount Everest. Interactive transparent screens transform the floor into a future-facing exhibition where technology and aesthetics converge.

More than a flagship gallery, this level is a conceptual space for what lies ahead. Here, reaching the top is revealed not as an end, but as the starting point for new heights.