Scenery Alley by TEAM_BLDG: Reviving Historic Facade into a Creative Retail and Cultural Hub

On Zhongshan Middle Street in Hangzhou, once a prosperous imperial street during the Southern Song Dynasty, TEAM_BLDG transformed an old building into Becó295, a designer shop, exhibition hall, café and creative space. The project titled Scenery Alley reinterprets historical urban fabric through a design strategy rooted in memory, visual principles and spatial history.

Context: Old Street, New Life

Zhongshan Middle Street, once a commercial and cultural hub of Hangzhou, lost its significance in the early 2000s with the emergence of new business districts. Today, the pedestrian historic district preserves fragments of Hangzhou's history. At No. 295, near Zhi Shan Fan Lane, the renovation project integrates retail, café and creative workshops within a historical context, reinforcing the street's role as a vibrant cultural corridor.

The site’s past adds depth: the building was once one of Hangzhou's first photography studios. This heritage tradition of capturing moments and framing perspectives became the conceptual foundation for the design.

Design Concept: Three Orders of Image

1. Merging with the Street

The facade was reworked by adding a 20-degree angled wall, creating a semi-open 'floating box' that stands out among neighboring shops yet harmonizes with the street rhythm. Hidden LED typography reflected on black mirrors creates a visual play between reality and virtuality, sparking curiosity and drawing passersby inside.

The entrance forms a public threshold, functioning as a coffee bar during the day and a bar at night. Inspired by locals gathering at doorsteps for tea or chess, this design blurs the boundary between interior and exterior, making the shop an extension of urban life.

2. Objects in Mirror

A 45-degree black mirror connects the shop interior with the adjacent alley. This reflection incorporates the hidden character of the alley into the retail experience, merging urban memory with contemporary design. Mirrors also amplify spaces like the cloakroom, increasing depth and creating playful moments of discovery.

3. The Box

The first floor presents a flexible retail and exhibition area:

• Café at the entrance.

• Central area for independent designer exhibitions, scattered across individual displays.

• Underground space for exhibitions/events, marked by a sculptural spiral staircase that also serves as a stage during events.

The second floor is dedicated to themed exhibitions and VIP functions. Preserving the original truss system, the space combines exposed structure with new finishes, creating layers of old and new atmosphere. Natural light, mirrors and integrated lighting strategies enhance transparency and visual depth.

Materials and Atmosphere

TEAM_BLDG blended modern finishes — stainless steel, micro-hard coating, mirrored glass — with echoes of the past, creating tension between old and new. While some original red brick walls could not be fully preserved, the design retains the building’s character through contrast and spatial layering.

Challenges and Craftsmanship

Construction challenges arose due to limited local technical skills, necessitating repeated adjustments and improvements. Despite this, the project successfully balances architectural history, commercial needs and cultural memory, offering a fresh perspective on Hangzhou's historic center.

Scenery Alley | Becó295 by TEAM_BLDG demonstrates how contemporary design can revive historic urban landscapes. By integrating themes of image, memory and city life, the project transforms a former photography studio into a hybrid cultural-retail hub, connecting past and present through architecture, retail and community.

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