This project originated at Tsinghua University in Beijing, where the concept was initially developed. Situated opposite Beijing’s Chaoyang Park, the proposed design meticulously integrates principles of sustainability, draws deeply from Chinese cultural heritage (specifically inspired by traditional Siheyuan courtyard architecture), and incorporates innovative retail strategies, all in alignment with multiple United Nations Sustainable Development Goals (SDGs). The core of the Beijing ANTA Origins concept is multifaceted: the place is designed around sustainability through the seamless integration of nature and landscape, the application of passive climate control techniques, and the reuse of bio-based and discarded materials. This commitment directly supports SDGs, particularly Goal 12 (Responsible Consumption and Production) and Goal 13 (Climate Action). Furthermore, the concept is deeply rooted in Chinese brand identity, drawing a cultural and ecological continuum between tradition and modernity. The Siheyuan architecture is reinterpreted not only for its aesthetic appeal but also for its inherent passive climate control and experiential qualities. This architectural inspiration is complemented by the integration of Chinese ecological wisdom, notably the concept of Tian-ren-he-yi (harmony between humanity and nature). In terms of retail innovation, the Beijing store proposes a “no-storage retail” model, designed to promote slower, more conscious, and intentional consumption, thereby significantly reducing both spatial and environmental impact. This model also places a strong emphasis on enhancing the in-store experience and fostering “shareability” among consumers. Ultimately, the Beijing concept positions ANTA as a culturally grounded and ecologically progressive leader, aiming to enhance the brand’s image through its cultural heritage and sustainable design practices. This thesis continuation works around a fundamental question posed during the original thesis defense: whether, hypothetically, the retail formula proposed for Beijing’s ANTA Origins would function effectively within the context of Milan. This inquiry immediately highlighted a critical distinction: while the architectural and environmental aspects of the Beijing project were acknowledged as challenging to apply directly in a dense urban and shopping area like central Milan, the underlying principles, the communication of sustainability, the research into innovative materials, and the emphasis on Chinese identity, were identified as , transferable elements capable of shaping a compelling store in Milan that celebrates the brand’s Chinese roots and sustainable efforts. This final report, therefore, aims to formulate an additional research and design framework for the Milanese context. The objective is to propose simple, brief, and Milano-centric design features that maintain the core values of sustainability, material innovation, and brand identity. The focus will be on adapting an existing retail space, leveraging the inherent sustainability of reuse, and integrating Chinese cultural elements primarily through retail furniture and interior design. The chosen location for this pop-up experience store is Spazio Maiocchi, a venue that aligns with the project’s aesthetic and functional needs. The challenge is not to replicate the Beijing store, but to strategically re-interpret its core principles for a new environment. Such an adaptation demonstrates a nuanced understanding of global brand expansion, where success hinges on intelligent localization that respects and leverages local context while preserving and elevating core brand values. This research, in its entirety, contributes a new design paradigm for sportswear retail, one where space, material, identity, and environmental ethics coalesce into a cohesive and future-forward experience.
Questa tesi nasce dall’esigenza di esplorare la progettazione e lo sviluppo concettuale di ANTA Origins Concept Store, uno spazio commerciale che propone un modello sostenibile e concreto, rispondendo alle sfide più urgenti del settore sportswear: dal calo delle vendite nei negozi fisici alla crescente preoccupazione ambientale, fino alla sempre maggiore richiesta dei consumatori di ambienti esperienziali ed eco-consapevoli. Il progetto ha preso avvio con una fase di ricerca intensiva presso la Tsinghua University di Pechino. Il concept originale è stato concepito per la città di Pechino (di fronte al Chaoyang Park) e ha integrato meticolosamente i principi di sostenibilità con il profondo patrimonio culturale cinese, ispirandosi in particolare all’architettura tradizionale del cortile Siheyuan, unendo il tutto a strategie di retail innovative in linea con gli Obiettivi di Sviluppo Sostenibile (SDGs) delle Nazioni Unite. Il nucleo del concept di Pechino è un modello multifattoriale: lo spazio è progettato sulla sostenibilità attraverso l’integrazione di natura e paesaggio, l’uso di tecniche di controllo climatico passivo e, soprattutto, il riutilizzo di materiali bio-based e di scarto. Questa visione è radicata nell’identità del marchio cinese, creando un continuum culturale ed ecologico tra tradizione e modernità, sostenuto dal principio cinese di Tian-ren-he-yi (armonia tra umanità e natura). A livello commerciale, il modello “no-storage retail” è stato introdotto per promuovere un consumo più lento, consapevole e intenzionale, riducendo l’impatto ambientale e valorizzando l’esperienza in negozio e la sua condivisibilità. Il potenziale del progetto è stato riconosciuto in Cina, in particolare durante la discussione della tesi originale, e successivamente con la presentazione del lavoro in occasione del 3rd Global Sportswear Design Award ceremony di Hangzhou. L’interesse suscitato ha immediatamente posto la sfida della sua scalabilità a livello globale. Di conseguenza, ho scelto di completare e arricchire questa ricerca sviluppando un quadro di progettazione aggiuntivo per Milano, sotto la supervisione del Professor Lodovico Migliore al Politecnico di Milano. Questa seconda fase si è concentrata sulla distinzione cruciale tra il contesto cinese e quello europeo: se gli aspetti architettonici del progetto di Pechino erano difficilmente riproducibili nella densa maglia urbana milanese, iprincipi fondamentali (sostenibilità, innovazione materica e identità culturale) sono stati identificati come elementi pienamente trasferibili. Il lavoro si è dunque focalizzato sulla formulazione di un framework che fosse Milano-centrico. L’obiettivo è stato quello di adattare il concept a uno spazio esistente, Spazio Maiocchi, sfruttando la sostenibilità intrinseca del riuso e integrando gli elementi culturali cinesi non con la riproposizione di forme, ma attraverso interior design e arredi di vendita. Questa reinterpretazione strategica dimostra che il successo dell’espansione globale di un brand dipende da una localizzazione intelligente, capace di rispettare il contesto locale pur preservando ed elevando i valori distintivi del marchio. Questa ricerca, nella sua completezza, offre un nuovo paradigma per il retail sportswear, dove spazio, materiali, identità ed etica ambientale convergono in un’esperienza coesa e proiettata verso il futuro.
Sustainable retail and cultural adaptation from Beijing ecological architecture to Milan urban context: ANTA origins
PIUNTI, VERONICA
2024/2025
Abstract
This project originated at Tsinghua University in Beijing, where the concept was initially developed. Situated opposite Beijing’s Chaoyang Park, the proposed design meticulously integrates principles of sustainability, draws deeply from Chinese cultural heritage (specifically inspired by traditional Siheyuan courtyard architecture), and incorporates innovative retail strategies, all in alignment with multiple United Nations Sustainable Development Goals (SDGs). The core of the Beijing ANTA Origins concept is multifaceted: the place is designed around sustainability through the seamless integration of nature and landscape, the application of passive climate control techniques, and the reuse of bio-based and discarded materials. This commitment directly supports SDGs, particularly Goal 12 (Responsible Consumption and Production) and Goal 13 (Climate Action). Furthermore, the concept is deeply rooted in Chinese brand identity, drawing a cultural and ecological continuum between tradition and modernity. The Siheyuan architecture is reinterpreted not only for its aesthetic appeal but also for its inherent passive climate control and experiential qualities. This architectural inspiration is complemented by the integration of Chinese ecological wisdom, notably the concept of Tian-ren-he-yi (harmony between humanity and nature). In terms of retail innovation, the Beijing store proposes a “no-storage retail” model, designed to promote slower, more conscious, and intentional consumption, thereby significantly reducing both spatial and environmental impact. This model also places a strong emphasis on enhancing the in-store experience and fostering “shareability” among consumers. Ultimately, the Beijing concept positions ANTA as a culturally grounded and ecologically progressive leader, aiming to enhance the brand’s image through its cultural heritage and sustainable design practices. This thesis continuation works around a fundamental question posed during the original thesis defense: whether, hypothetically, the retail formula proposed for Beijing’s ANTA Origins would function effectively within the context of Milan. This inquiry immediately highlighted a critical distinction: while the architectural and environmental aspects of the Beijing project were acknowledged as challenging to apply directly in a dense urban and shopping area like central Milan, the underlying principles, the communication of sustainability, the research into innovative materials, and the emphasis on Chinese identity, were identified as , transferable elements capable of shaping a compelling store in Milan that celebrates the brand’s Chinese roots and sustainable efforts. This final report, therefore, aims to formulate an additional research and design framework for the Milanese context. The objective is to propose simple, brief, and Milano-centric design features that maintain the core values of sustainability, material innovation, and brand identity. The focus will be on adapting an existing retail space, leveraging the inherent sustainability of reuse, and integrating Chinese cultural elements primarily through retail furniture and interior design. The chosen location for this pop-up experience store is Spazio Maiocchi, a venue that aligns with the project’s aesthetic and functional needs. The challenge is not to replicate the Beijing store, but to strategically re-interpret its core principles for a new environment. Such an adaptation demonstrates a nuanced understanding of global brand expansion, where success hinges on intelligent localization that respects and leverages local context while preserving and elevating core brand values. This research, in its entirety, contributes a new design paradigm for sportswear retail, one where space, material, identity, and environmental ethics coalesce into a cohesive and future-forward experience.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/244055