Sport Spirit Meets Urban Culture
Located on Yongyuan Road, one of Shanghai’s rising trend hubs, the TEAMCHINA flagship store designed by ICD (I Collective Design) reinterprets the spirit of sport within a contemporary urban context. The project bridges the passion and legacy of the Chinese National Team with the city’s vitality, creating a space where sports, culture, and lifestyle converge.
The Red Energy Ribbon Invites Exploration
Distilling from TEAMCHINA’s visual identity, the design transforms it into a spatial symbol——the Red Energy Ribbon. Inspired by running tracks, heartbeat rhythms, and the undulating path toward triumph，the Red Ribbon, extending from the street into the store, flowing naturally through the space, functions as both exhibition structure and retail fixture, shaping the spatial circulation.
This Red Ribbon guides visitors from the interactive exhibition area, through the flexible central activity zone, to the immersive merchandising space. Along this journey, cultural perception subtly evolves into emotional connection and, ultimately, into purchase decisions—transforming the spirit of sport into a tangible lifestyle.
Garden-Inspired Spatial Experience
In response to the linear site, the design echoes the philosophy of Chinese gardens—step by step, scene by scene—to create a meandering route defined by the Red Ribbon, unfolding layered experiences of exploration.
A Visual Anchor on the Street
The Runner Sculpture, straddling indoors and outdoors, marks the starting point of the Red Energy Ribbon. Its dynamic gesture expresses the spirit of breakthrough and self-surpass, becoming a visual landmark on the street and resonating with passerby.
Spatial Adaptability
Lightweight mobile display islands on wheels enable flexible configurations of the activity zone: arranged in groups for daily display, combined into a long table for community workshops, or cleared entirely for product launches and large-scale events—infusing the space with more possibilities.
A Wall That Speaks
The full-height badge wall in the merchandising space showcases TEAMCHINA’s full collection of badge series. The embedded red blind-box modules can form communicative patterns, introducing playful interaction. Limited-edition badges are regularly released inside the boxes, encouraging repeat visits and turning sports passion into everyday engagement.
Visual and Spiritual Continuity
The mirror polished stainless steel ceiling visually expands the modest 2.8-meter height, allowing the red Ribbon to flow infinitely through reflection—symbolizing the continuity of efforts, where every end is a new beginning.
The Red Energy Ribbon connects brand and city, weaving together sport, urban life, and community spirit, while the TEAMCHINA Shanghai flagship store imbues Yongyuan Road with a new pulse of contemporary sports culture.
