/PRZWT/ In January 2026, Spires Ole, an important commercial district landmark located beside the Capital International Airport and in the northeastern part of Beijing, officially completed its renovation and upgrade at the end of the year and the beginning of the new year. It also announced that it will fully embark on a new positioning as a "young lifestyle landmark and micro-recreational Ole complex".
This upgrade is not only a spatial reconfiguration, but also a comprehensive advancement in terms of consumer experience, scene creation, brand matrix and service system. It marks that Sprues Outlets is moving from a single discount retail model in Beijing's outlet area to a new stage that integrates life aesthetics, social leisure and experiential value.
A comprehensive and all-round upgrade: From "Shopping Place" to "Living Place"
This round of reorganization is centered around three dimensions: "New Space", "New Brand", and "New Experience".
In terms of space reconfiguration, Sprues fully leveraged the advantages of its open street layout, optimizing the overall circulation and internal micro-circulation. It added multiple landscape stops and market-style leisure areas, creating a relaxed rhythm of "wandering, stopping, and socializing". In conjunction with the "Snow境 Aurora-themed Art Installation" launched on the New Year's Eve， integrating light and shadow with natural landscapes， it became a popular spot for winter photo-taking.
In terms of brand upgrade, the project has brought in several prominent brands to reinforce the "luxury casual + avant-garde" positioning. For instance: The first store of Jil Sander in Chaoyang District: It redefines the aesthetic of the neighborhood with a minimalist style; GIADA, MOOSE KNUCKLES and other mid-to-high-end clothing brands enrich the dressing needs of different customer segments; The three-story MINISO flagship store has also been launched simultaneously, covering the living scenarios of parents, families and trend-seekers.
In terms of IP incubation, the self-operated boutiques like Karan Space have introduced several independent designer brands. Through a "selection + curation" approach, they create a space for expressing unique styles.
Comprehensive services upgraded: Details reveal warmth
Centering on "better shopping, bringing kids along, and taking care of pets", this round of renovation simultaneously optimizes the hardware and digital service systems: launching a "pet-friendly ecosystem", adding facilities such as pushcart rental and dedicated service points; upgrading the flow and space of the mother-and-baby room, and optimizing the experience for family customers; connecting the online mini-program with offline scenarios, including membership systems, electronic receipts, parking fees, navigation recommendations, etc., to enhance overall convenience; introducing new energy charging piles and natural lighting structural designs, responding to sustainable concepts, and exploring low-carbon operation paths.
Create a "micro-holiday" destination
As a gateway-level commercial project in the eastern part of Beijing leading to the Jingcheng Expressway and the Capital Airport, the renovated Sprites Ole is no longer just a traditional shopping mall where people merely shop. Instead, it has become a "place for staying, socializing and relaxing" in urban life, continuously attracting diverse groups of people including urban professionals, new middle-class families, and trendy young people to come for consumption and experience.
In the future, Spruesaole will continue to focus on the two core aspects of "lifestyle experience scenarios + brand territory value", and promote the co-construction of content, business models and communities. This major renovation is not merely a spatial upgrade; it is also the official launch of its journey into the next decade.
