In an exclusive interview, we delve into the vibrant transformation of a unique space in Beijing, known as THE BOX, located near the historic Dongyue Temple. With its striking deep gray exterior adorned with bold and colorful art, and an enormous electronic display showcasing an array of attractions, this place is redefining the shopping and leisure experience in the city. Notably, an airborne basketball court and a skateboard park at its northeastern corner create a lively atmosphere where the youth can express their energy.

THE BOX, officially called THE BOX Chaowai | Young Power Center, is a remarkable rectangular structure measuring approximately 200 meters in length and 70 meters in width. It stands along Chaowai Street, an area once famed as Beijing’s “Third Commercial Avenue” in the 1990s, which has recently rejuvenated its appeal for younger consumers.

During the “High-Quality Development Research Tour” on October 14, we explored how this new cultural hub successfully attracts a new generation of shoppers. The urban renewal project along Chaowai Street, approved by the Beijing Municipal Development and Reform Commission in August 2022, marks a significant effort to revitalize the local industry, commerce, architectural space, and urban landscape. The former Kuntai shopping mall has now re-emerged as THE BOX Chaowai | Young Power Center A, and its transformation reflects the area’s vibrant contemporary culture.

Upon entering THE BOX A, the combination of its industrial aesthetic and innovative design is immediately apparent. The high ceilings and exposed gray structural beams create a raw yet dynamic environment, enhanced by digital screens displaying the names of various resident brands. With over a hundred domestic and international original brands, including Mars Pet Supermarket, Bad Market, and Luneurs, this space has evolved into a dynamic marketplace that vividly showcases its youthful spirit.

Beyond retail offerings, THE BOX incorporates unique features like outdoor sports facilities, rooftop gardens, weekend markets, and cultural squares, deeply engaged in the exploration of trend-driven culture. Since its soft opening in May 2023, THE BOX has hosted more than 300 events annually, ranging from brand launches and pop-up shops to art exhibitions and music markets, ensuring an all-inclusive shopping and entertainment experience.

As part of the revitalization efforts, the project prioritizes preserving historical landmarks such as Dongyue Temple and the Liuli Archway, creating a harmonious blend of ancient and modern culture in a space that resonates particularly with the younger demographic. According to Li Li, the Deputy General Manager of Yingzhan Beijing, THE BOX aims not just to serve as a commercial hub but as a joyful destination promoting positive life experiences.

The data speaks volumes: since opening, THE BOX has sold nearly 4.5 million items, generated about 500 million yuan in revenue, and attracted over 15 million visitors—demonstrating an impressive resurgence in the retail landscape.

Liu Dongliang, Deputy General Manager of Kuntai Group, remarks that THE BOX Chaowai | Young Power Center is the first commercial space in Beijing’s Urban Vitality Innovation Center, with inspirations drawn from successful urban areas in Boston and London. This project aims to enhance the appeal of the Chaowai district, serving as a prototype of modern, fashionable, and international urban culture.

As part of the overall development strategy, the Chaowai UIC project is structured into three phases, with the first phase focused on public space improvements and upgrades. The entire redevelopment project is set to reshape the area significantly by 2028, promoting a new cultural and economic belt in Chaoyang.

In light of civil engineering and urban renewal initiatives highlighted in this year’s government report, Ren Chao, deputy mayor of Chaoyang District, emphasizes the district’s commitment to exploring innovative urban renewal practices to boost sustainable development and enhance quality of life for residents.

The transformation of THE BOX represents not just a retail space but a cultural phenomenon aimed at invigorating the community and fostering a youthful, dynamic environment where the local culture can thrive.