We're at that peculiar time of year where you're eager to break free from social hibernation, yet the cold keeps you from fully enjoying Beijing's many outdoor parks and attractions. This dilemma prompted a friend and me to investigate The Box. Although the multi-level venue looks like any standard mall from the outside, it offers a fascinating mix of shops, restaurants, pop-up maker spaces, arcades, and artist collectives, making it an excellent place to spend an afternoon.
Upon entering, you’re greeted by a skate park on the left, reminiscent of a 90s teen movie set in California. Despite the chilly weather, several young people were having a great time on the ramps, showcasing their abilities. The main attraction is the newly opened multi-story Miniso Land store, the first in Beijing, located right at the front of the complex. This well-organized and brightly lit space features a main floor that showcases toys arranged by theme. Whether you're a fan of Harry Potter, Doraemon, My Little Pony, or Black Myth, there's a section for you to discover. Ascend the grand staircase to find a vast area devoted to fragrances, beauty products, home goods, and even a sizable corner called Miniso Pet for all your pets’ needs.
However, Miniso Land is merely the bait to draw you in. As you wander to the main floor, you might feel an uncanny resemblance to New York's Chelsea Market. It’s an industrial, unfinished, no-frills setting filled with upscale and emerging designers and eateries. While exploring, you'll encounter pop-ups from popular brands like MAC showcasing their latest lipstick lineup alongside local jewelry artisans.
Moving to the next level reveals a trendy little hipster stationery store complete with a scrapbooking workspace where you can unwrap and enjoy your new purchases, along with some items for communal use. On the same floor, there’s a series of photo booths equipped with fun props like glasses, hats, and headbands, perfect for capturing moments with friends.
Additionally, I spotted individual KTV booths, several DIY shops offering customizable crafts, a plethora of unique wall murals, and on the top floor, an artisan market filled with small booths showcasing local designers, candle makers, vintage collectors, caricature artists, and more. Climb one more level, and you’ll find yourself on an unfinished rooftop space with a few bars and coffee shops, along with a refreshing view of Beijing. The minimalist area was bustling with designers, models, and content creators posing and filming, yet it was spacious enough not to feel crowded.
All in all, it was a wonderful afternoon spent exploring with friends, and I will certainly return soon to try out some of the restaurants.
While this space might resemble any other shopping center from the exterior, it conceals some intriguing discoveries inside.
