Descente inaugurates its Beijing flagship “City of the Future” on 16 December, a Möbius-inspired space that reimagines retail as an infinite journey through performance, imagination and immersive sports culture.
Descente, the premium sportswear brand, officially opened its global flagship store, “City of the Future,” at the China World Trade Center in Beijing on Dec. 16. The launch marks a strategic leap from product innovation to holistic experience design, positioning the brand as a pioneer in immersive retail.
The concept draws inspiration from the Möbius strip, symbolizing infinite progress. This geometric motif shapes the store’s architecture and narrative flow, guiding visitors through interconnected zones that transcend traditional retail logic. The space integrates multidimensional sports scenarios, inviting consumers to explore Descente’s philosophy of performance and imagination.
Four thematic zones
The flagship features four distinct yet connected areas. The Speciality Zone, rooted in Descente’s ski heritage, showcases technical gear and iconic innovations. The Blanc Realm offers a minimalist space for the ALLTERRAIN collection, complete with a modular display system and the first Descente Café. The Golf Zone, designed around swing trajectories and green aesthetics, highlights advanced golf apparel and equipment. Finally, the Kids’ Space creates a whimsical snow-themed environment, reflecting the brand’s commitment to intergenerational sports culture.
Beyond retail, the store offers repair services, lifestyle experiences and curated exhibitions, reinforcing Descente’s role as a supporter of active living. The design narrative moves visitors through exploration, reflection and inspiration, creating a dialogue between brand values and consumer aspirations.
ABOUT DESCENTE
Founded in 1935 in Japan, Descente specializes in high-performance sportswear with a heritage rooted in skiing. Its name, meaning “descent” in French, and its three-arrow logo represent core ski techniques and the brand’s ethos of courage and progress. Today, Descente combines functional beauty with advanced technology across categories including ski, golf, triathlon and multi-sport training, aiming to deliver professional-grade gear and immersive experiences worldwide.
