Marco Bicego: the flagship’s relocation in Beijing

"Beijing remains a key pillar in our growth strategy in China. We are proud to bring the beauty of Italian savoir-faire to such a prestigious location." With these words, Marco Bicego, founder and creative director of the eponymous brand, commented on the boutique’s move within the Chinese capital, now housed inside WF Central, one of the city’s most dynamic and renowned luxury destinations.

Previously located in the Sanlitun district, the flagship has relocated to an even more strategic spot: Wangfujing Street, the commercial heart of Beijing and home to the acclaimed Beijing Wangfu Central. Opened on May 31 to coincide with the Dragon Boat Festival, the new boutique spans 120 square meters, alongside other leading international names in fashion, jewellery, and watchmaking. Despite the change of address, the brand’s identity remains intact.

The store’s concept echoes the elegant and contemporary aesthetic already established in the previous location and the Shanghai flagship. The interiors showcase Italian marble surfaces in warm brown tones, light oak, and satin gold finishes. Beige display platforms alternate with dark showcases, while a bouclé sofa adds a touch of comfort to the space. The brand’s style is further expressed through decorative details: sculptural brass elements inspired by the coil technique, the spiral-wrapped gold wire, adorn the walls, evoking its artisanal savoir-faire.

“This relocation marks an important strategic step,” Marco Bicego explained. “It is not a new opening, we have been present in Beijing since 2020, but moving to a more curated retail environment allows us to better enhance the brand’s positioning and offer a more engaging experience to our clientele.” Underlining the significance of the new boutique, Genevieve Chow, Chief Brands Officer of Chow Sang Sang, Marco Bicego’s partner in Asia, added: “WF Central is the perfect setting to showcase the brand’s unique craftsmanship. Following the strong results achieved by the previous boutique, this move reaffirms our commitment to strengthening the brand’s visibility in premium retail environments. We are excited to continue growing together, reaching an increasingly broad and discerning audience.”

Antonella Reina, Editor VO+