SKP Beijing
A scalable retail blueprint designed to establish a distinct sense of place through subliminally recognisable design codes.
SKP Beijing marked the beginning of Sybarite’s longstanding collaboration with leading luxury retail operator SKP. Selected through a prestigious competition, Sybarite was commissioned to transform a 140,000m² existing shopping mall into the world-class luxury department store that redefined the retail landscape in China.
- Key Info
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- Location
- Beijing, China
- Client
- SKP
- Services
- Architecture, Interior Design, Branding, Wayfinding, Retail & Spatial Identity
- Year
- 2013 - 2016
- Area
- 140,000 m2
- Photography
- Edmon Leong, Kristen Pelou
- Testimonials
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I think that Sybarite fully understand that retail design needs to be future proofed and that retail trends can change very rapidly and the spaces to be adaptive and flexible enough to support those changes. Most importantly is that we know (and have the confidence to know) that we physically can change spaces without too much interruption or loss of trade to trial new things”.
Lorenzo Grazzini - Deputy Director, SKP Store Planning and Design
- Location
- Beijing, China
- Client
- SKP
- Services
- Architecture, Interior Design, Branding, Wayfinding, Retail & Spatial Identity
- Year
- 2013 - 2016
- Area
- 140,000 m2
- Photography
- Edmon Leong, Kristen Pelou
I think that Sybarite fully understand that retail design needs to be future proofed and that retail trends can change very rapidly and the spaces to be adaptive and flexible enough to support those changes. Most importantly is that we know (and have the confidence to know) that we physically can change spaces without too much interruption or loss of trade to trial new things”.Lorenzo Grazzini - Deputy Director, SKP Store Planning and Design
Design Vision & Process
Sybarite approached SKP Beijing as more than a department store redevelopment; it was conceived as the foundation for an entirely new luxury retail identity. The ambition was to elevate SKP to the level of the world’s leading department stores while establishing a distinctly contemporary architectural language rooted in movement, fluidity and subtle brand recognition.
Working from the micro to the macro, Sybarite developed a cohesive design framework spanning branding, wayfinding, graphics, packaging, interior architecture and spatial choreography. Every element contributed to a unified customer experience while allowing luxury brands to retain their own identity within the wider SKP environment.
“We wanted customers to recognise SKP emotionally before consciously understanding why.” — Torquil McIntosh, Co-Founder, Sybarite
The SKP Curve: A Subliminal Design Language
Central to the architectural identity was the development of the SKP Curve — a geometric language formed through two parallel lines connected by tangential curves. Conceived as both spatial device and subliminal branding mechanism, the motif appears repeatedly throughout the department store at varying scales and levels of visibility.
From etched patterns and bespoke detailing to large-scale architectural gestures and circulation routes, the SKP Curve subtly guides movement throughout the retail environment while creating continuity between exterior and interior spaces. The language was intentionally designed to feel immersive yet understated, complementing the surrounding luxury brands rather than competing with them.
This recurring geometry established a distinct sense of familiarity and recognition that would later become synonymous with the wider SKP portfolio.
Branding, Wayfinding & Retail Identity
The SKP Beijing project introduced a fully integrated retail identity system encompassing logo design, iconography, graphics, packaging and wayfinding. Rather than functioning as applied branding, these elements were embedded directly into the architecture and customer journey.
This holistic approach allowed the retail environment to operate as a cohesive spatial experience, where graphics, materials, lighting and circulation formed part of a singular design language. The system was conceived from the outset to be highly scalable, supporting future SKP department stores, hospitality concepts and retail extensions.
SKP-S: Department Store for the Future
Positioned both physically and conceptually as the alter-ego to SKP, SKP-S introduced a deliberate counterpoint to the traditional luxury department store model. Developed collaboratively by Sybarite, SKP and Gentle Monster, the experimental retail concept transported customers into a highly immersive, Mars-inspired environment.
Focused on “experience per square metre,” SKP-S redefined luxury retail through theatrical storytelling, experiential installations and future-facing brand engagement — establishing a new typology for next-generation department stores.
Explore the full SKP-S Episodes.
CONCLUSION
Sybarite’s transformation of SKP Beijing established the architectural and strategic foundation for one of the world’s most successful luxury retail brands, with SKP later recognised as the highest-performing department store globally.
Defined by subliminal branding, integrated spatial identity and scalable architectural thinking, the project created a blueprint that would continue to evolve across subsequent SKP destinations including Xi’an, Chengdu and Wuhan.
