ZARA Nanjing Xinjiekou Flagship Store by AIM Architecture
ZARA Nanjing Xinjiekou | © Seth Powers, ZARA
Within the dense commercial fabric of Nanjing’s Xinjiekou district, AIM Architecture’s intervention for ZARA transcends the conventional boundaries of retail design. Rather than presenting a sealed envelope, the store engages directly with the public realm, positioning itself as an architectural node in the city’s pedestrian network. The project acknowledges the evolving role of high-street retail in an era increasingly defined by digital commerce. In this context, the store becomes a civic gesture, serving as a point of sale and an interface between the brand and the city.
ZARA Nanjing Xinjiekou Flagship Store Technical Information
Architects1-13: AIM Architecture
Location: Xinjiekou, Nanjing, China
Client: ZARA CommercialCo., Ltd
Area: 3,450 m2 | 37,135 Sq. Ft.
Project Year: 2023 – 2025
Photographs: © Seth Powers, ZARA
We designed the ZARA Nanjing flagship as a seamless extension of the city, a space where retail, public life, and cultural engagement converge to reshape the role of the store in the urban landscape.
– AIM Architecture Architects
ZARA Nanjing Xinjiekou Flagship Store Photographs
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
Contextual Integration and Urban Engagement
A key architectural move is the introduction of a generous cantilevered canopy and fluid facade, softening the threshold between the street and the interior. This transitional zone is supported by a reconfigured streetscape and entrance plaza, inviting occupation beyond the function of shopping. These spatial devices are calibrated to intensify the porosity between inside and outside, fostering a continuity of urban experience. The architectural language, while assertive, avoids spectacle. Instead, it aligns with the rhythms of the street, suggesting a model for how retail environments might more meaningfully participate in the life of the city.
AIM Architecture eschews traditional retail hierarchies in favor of a layered and adaptive spatial arrangement. The design is organized around a sequence of interrelated zones, each calibrated to support distinct experiential intensities. At the ground level, the introduction of ZARA Salon offers a refined, intimate encounter with the brand. This contrasts with the upper levels, where spatial arrangements and materiality adopt a more experimental and energetic tone. These programmatic shifts articulate a nuanced understanding of the store’s diverse user profiles and behavioral patterns.
Central to the spatial composition is the double-height entrance plaza, conceived as a flexible platform for cultural engagement. Rather than being subordinated to commercial imperatives, this space opens itself to temporary exhibitions, artistic collaborations, and public events. The integration of a visible automated clothing transportation system along a glazed wall serves a dual function: operational efficiency and spatial expression. By revealing the store’s logistical mechanisms, the architecture foregrounds process as a form of engagement, reinforcing the store’s identity as an evolving machine.
Material Expression and Architectural Language
Material choices throughout the project articulate a sensibility rooted in clarity, tactility, and contextual responsiveness. The palette includes exposed structural concrete, red brick, stainless steel, solid wood, and ultra-clear glass. These materials are not merely applied as surface treatments but are used to express the building’s spatial and structural logic.
One of the project’s most distinctive features is the red brick “mountain” staircase that extends toward the public realm. This element performs multiple roles: it serves as circulation, seating, display, and an urban landmark. Its textured materiality references the local architectural vernacular, grounding the otherwise contemporary design in its geographic and cultural context. Inside, the polished concrete floors and cassette ceiling system establishes a framework of disciplined neutrality, allowing the dynamic display environments and customer movement to animate the space without visual clutter.
The approach to detailing reflects a commitment to architectural integrity. Junctions are resolved with precision, and structural elements are left deliberately exposed, contributing to a language of authenticity. The lighting strategy, developed in collaboration with Fagerhult, underscores spatial transitions and accentuates material contrasts without resorting to theatricality.
Toward a New Retail Paradigm: Cultural Infrastructure
The ZARA Nanjing Xinjiekou Flagship Store points toward a redefinition of the retail typology, aligning it more closely with the functions of cultural infrastructure. This is a project where architecture mediates between commerce and community, suggesting that the store can operate as a space of encounter, interaction, and expression.
In a moment where physical retail must justify its relevance against the efficiency of e-commerce, AIM Architecture proposes a counter-model in which the store contributes to the public sphere, both spatially and culturally. The project offers an expanded understanding of what a flagship store can be through architectural interventions that encourage lingering discovery and participation. It is a space of consumption and a spatial framework for collective experience.
ZARA Nanjing Xinjiekou Flagship Store Plans
Ground Level | © AIM Architecture
Upper Level | © AIM Architecture
ZARA Nanjing Xinjiekou Flagship Store Image Gallery
About AIM Architecture
AIM Architecture is a Shanghai-based architectural practice founded by Wendy Saunders and Vincent de Graaf. It is known for its multidisciplinary approach that blends architecture, interior design, and urban design. The studio focuses on creating contextually responsive and experientially rich environments that engage with the cultural, social, and spatial dynamics of contemporary cities.
Credits and Additional Notes
Design Principals: Wendy Saunders, Vincent de Graaf
Project Manager: Marta Pozo, Sacha Silva
Project Architect: Ewa Szajda
Design Team: Alba Galan, Davide Signorato, Emilio Wang, Gabrielle Liu, Guanlin Li, Haochen Yang, Jerry Guo, Song Jie, Kang Jin, Junger Xia, Kexin Gao, Mia Lei, Nora Liu, Victor Mongin, Wei Zheng, Weisha Dai, Qianqian Bao, Xiao Wen, Zhang Yi, Zhao Na
Visualization: JIAO Yan
Structural Engineer & Façade Consultant: bespoke. Sur-Mesure Engineering Studio
General Contractor: Shanghai Choyoin Construction Group Co., Ltd
Façade Contractor: Shanghai Choyoin Construction Group Co., Ltd
Furniture: Caamaño AsiaFurniture and Complements Co., Ltd Furniture and Complements Co., Ltd,
Lighting Supplier: Fagerhult
Audiovisual Supplier: Inusual Comunicación Innovadora / ICI Technology Shenzhen Ltd.
Zacaffè Design: Art Recherche Industrie
Digital Experience: Bagel Affairs
#zara #nanjing #xinjiekou #flagship #store
ZARA Nanjing Xinjiekou Flagship Store by AIM Architecture
ZARA Nanjing Xinjiekou | © Seth Powers, ZARA
Within the dense commercial fabric of Nanjing’s Xinjiekou district, AIM Architecture’s intervention for ZARA transcends the conventional boundaries of retail design. Rather than presenting a sealed envelope, the store engages directly with the public realm, positioning itself as an architectural node in the city’s pedestrian network. The project acknowledges the evolving role of high-street retail in an era increasingly defined by digital commerce. In this context, the store becomes a civic gesture, serving as a point of sale and an interface between the brand and the city.
ZARA Nanjing Xinjiekou Flagship Store Technical Information
Architects1-13: AIM Architecture
Location: Xinjiekou, Nanjing, China
Client: ZARA CommercialCo., Ltd
Area: 3,450 m2 | 37,135 Sq. Ft.
Project Year: 2023 – 2025
Photographs: © Seth Powers, ZARA
We designed the ZARA Nanjing flagship as a seamless extension of the city, a space where retail, public life, and cultural engagement converge to reshape the role of the store in the urban landscape.
– AIM Architecture Architects
ZARA Nanjing Xinjiekou Flagship Store Photographs
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
© Seth Powers, ZARA
Contextual Integration and Urban Engagement
A key architectural move is the introduction of a generous cantilevered canopy and fluid facade, softening the threshold between the street and the interior. This transitional zone is supported by a reconfigured streetscape and entrance plaza, inviting occupation beyond the function of shopping. These spatial devices are calibrated to intensify the porosity between inside and outside, fostering a continuity of urban experience. The architectural language, while assertive, avoids spectacle. Instead, it aligns with the rhythms of the street, suggesting a model for how retail environments might more meaningfully participate in the life of the city.
AIM Architecture eschews traditional retail hierarchies in favor of a layered and adaptive spatial arrangement. The design is organized around a sequence of interrelated zones, each calibrated to support distinct experiential intensities. At the ground level, the introduction of ZARA Salon offers a refined, intimate encounter with the brand. This contrasts with the upper levels, where spatial arrangements and materiality adopt a more experimental and energetic tone. These programmatic shifts articulate a nuanced understanding of the store’s diverse user profiles and behavioral patterns.
Central to the spatial composition is the double-height entrance plaza, conceived as a flexible platform for cultural engagement. Rather than being subordinated to commercial imperatives, this space opens itself to temporary exhibitions, artistic collaborations, and public events. The integration of a visible automated clothing transportation system along a glazed wall serves a dual function: operational efficiency and spatial expression. By revealing the store’s logistical mechanisms, the architecture foregrounds process as a form of engagement, reinforcing the store’s identity as an evolving machine.
Material Expression and Architectural Language
Material choices throughout the project articulate a sensibility rooted in clarity, tactility, and contextual responsiveness. The palette includes exposed structural concrete, red brick, stainless steel, solid wood, and ultra-clear glass. These materials are not merely applied as surface treatments but are used to express the building’s spatial and structural logic.
One of the project’s most distinctive features is the red brick “mountain” staircase that extends toward the public realm. This element performs multiple roles: it serves as circulation, seating, display, and an urban landmark. Its textured materiality references the local architectural vernacular, grounding the otherwise contemporary design in its geographic and cultural context. Inside, the polished concrete floors and cassette ceiling system establishes a framework of disciplined neutrality, allowing the dynamic display environments and customer movement to animate the space without visual clutter.
The approach to detailing reflects a commitment to architectural integrity. Junctions are resolved with precision, and structural elements are left deliberately exposed, contributing to a language of authenticity. The lighting strategy, developed in collaboration with Fagerhult, underscores spatial transitions and accentuates material contrasts without resorting to theatricality.
Toward a New Retail Paradigm: Cultural Infrastructure
The ZARA Nanjing Xinjiekou Flagship Store points toward a redefinition of the retail typology, aligning it more closely with the functions of cultural infrastructure. This is a project where architecture mediates between commerce and community, suggesting that the store can operate as a space of encounter, interaction, and expression.
In a moment where physical retail must justify its relevance against the efficiency of e-commerce, AIM Architecture proposes a counter-model in which the store contributes to the public sphere, both spatially and culturally. The project offers an expanded understanding of what a flagship store can be through architectural interventions that encourage lingering discovery and participation. It is a space of consumption and a spatial framework for collective experience.
ZARA Nanjing Xinjiekou Flagship Store Plans
Ground Level | © AIM Architecture
Upper Level | © AIM Architecture
ZARA Nanjing Xinjiekou Flagship Store Image Gallery
About AIM Architecture
AIM Architecture is a Shanghai-based architectural practice founded by Wendy Saunders and Vincent de Graaf. It is known for its multidisciplinary approach that blends architecture, interior design, and urban design. The studio focuses on creating contextually responsive and experientially rich environments that engage with the cultural, social, and spatial dynamics of contemporary cities.
Credits and Additional Notes
Design Principals: Wendy Saunders, Vincent de Graaf
Project Manager: Marta Pozo, Sacha Silva
Project Architect: Ewa Szajda
Design Team: Alba Galan, Davide Signorato, Emilio Wang, Gabrielle Liu, Guanlin Li, Haochen Yang, Jerry Guo, Song Jie, Kang Jin, Junger Xia, Kexin Gao, Mia Lei, Nora Liu, Victor Mongin, Wei Zheng, Weisha Dai, Qianqian Bao, Xiao Wen, Zhang Yi, Zhao Na
Visualization: JIAO Yan
Structural Engineer & Façade Consultant: bespoke. Sur-Mesure Engineering Studio
General Contractor: Shanghai Choyoin Construction Group Co., Ltd
Façade Contractor: Shanghai Choyoin Construction Group Co., Ltd
Furniture: Caamaño AsiaFurniture and Complements Co., Ltd Furniture and Complements Co., Ltd,
Lighting Supplier: Fagerhult
Audiovisual Supplier: Inusual Comunicación Innovadora / ICI Technology Shenzhen Ltd.
Zacaffè Design: Art Recherche Industrie
Digital Experience: Bagel Affairs
#zara #nanjing #xinjiekou #flagship #store
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