Jeep®Shanghai Exploration Space

This project is Jeep®'s first global brand concept store, located in the Bin'gang Commercial Center on Sichuan North Road, Hongkou District, Shanghai. Centered around the concept of "Exploration Space," it weaves together humanity's sustainable discovery of nature, the possibilities of new lifestyles, and the versatility of classic ruggedness into five immersive narrative zones. The space curates a complete lifestyle ecosystem featuring apparel, footwear, camping equipment, vehicles, and specialty coffee, redefining retail through Jeep®'s distinctive adventure ethos. The design harmonizes the brand's exploratory spirit with its signature bold, freedom-driven identity.

The design team traced back to Jeep®'s authentic origins by recreating the iconic rock arches of Moab, Colorado—the legendary host site of Jeep® off-road challenges—as the architectural centerpiece of the space. Serving as both structural pillars and a dramatic entrance portal, these arches naturally immerse visitors in Jeep®'s brand universe, standing alongside actual Jeep® vehicles to manifest the brand's untamed DNA and its enduring legacy in off-road culture.

Born in Ohio, USA in 1941, Jeep® drew inspiration for this space from 1940s industrial factories. The design language transforms vintage factory elements—rivets, steel beams, and structural frameworks—into the architectural DNA of the staircase connecting the first and second floors. Paired with the brand’s signature military-green steps, the staircase symbolizes Jeep®’s enduring journey of exploration since 1941.

The "Exploration Speace" embodies Jeep®'s spirit and core values—where nature meets commercial space. At the heart of the first floor, an immersive ecological installation invites interaction. A rugged boulder sourced from 5,200 meters above sea level stands as a monument to the brand’s relentless pursuit of adventure. Visitors don headphones and, despite being in Shanghai’s 219-meter-low urban landscape, are transported by the raw, unfiltered sounds of the world’s highest peaks. Here, they engage in a profound dialogue with nature’s untamed soul—cold, vast, yet deeply resonant.

Transcending conventional retail, this establishment serves as both a cultural nexus for Jeep®'s off-road community and a physical manifestation of the brand's core values. The Exploration Space creates a platform where the brand, consumers, and adventure enthusiasts co-author Jeep®'s enduring legend of "freedom" and "conquest."