Here’s a polished English translation of the Chinese title: **”Tomorrow Meets Ancient Heights: Descente’s ‘Tomorrow World’ Flagship Store Officially Opens at Xi’an Saige International Shopping Center”**

Xi’anApril 27, 2026 /PRNewswire/ — High-end professional sports brand DESCENTE recently unveiled its “Tomorrow World” flagship store at Xi’an Saige International Shopping Center. DESCENTE brand ambassador William Chan and DESCENTE triathlon ambassador Miao Hao attended the event in person, joining a group of actionists and sports enthusiasts to witness the opening of the new flagship store, experiencing the brand’s commitment to professional sports equipment and its vision for the future.

The newly opened flagship store adopts the brand’s 4.0 spatial design language, themed “Tomorrow World,” combining DESCENTE’s brand DNA of “everything starts with skiing” with the city’s unique local culture, presenting a new expression of the brand’s retail space in the ancient capital of Xi’an.

Ancient City as the Stage, Tomorrow Begins

The new “Tomorrow World” flagship store is located in Xi’an’s core business district, within a space where the city’s history and modern life intertwine. The brand uses the Qinling Mountain range to connect the ancient city’s texture with futuristic technological rhythms, creating a two-story immersive store space that bridges the past, present, and future. The store’s exterior facade draws inspiration from Xi’an’s ancient city walls and the trajectory of high-speed skiing cutting through ice surfaces, using futuristic metallic materials and sharp lines to outline a highly dynamic geometric silhouette. Amid the purity of ice and snow and the weight of the city walls, it initiates a dialogue about time, civilization, and sports, sparking boundless resonance.

Stepping inside, the store space further unfolds along the “past-present-future” thread. A time-space tunnel constructed from an arched matrix stretches out, resembling ancient city gate openings, serving as an entrance connecting the past, present, and future. Xi’an’s cultural landmarks—the Bell Tower, the Giant Wild Goose Pagoda, the Qinling Mountains—and ski trail trajectories intertwine here, weaving a unique spatial narrative about Xi’an’s urban culture and DESCENTE’s ice-and-snow heritage.

Following the flow to the second floor, a full range of professional equipment is displayed. As actionists stroll through, they can experience DESCENTE’s product layout and professional expertise covering diverse sports scenarios. Here, history and speed, culture and technology intertwine. As customers move along, they can take in the infinite possibilities of the ancient city’s heritage, modern rhythms, and ice-and-snow civilization.

Additionally, the store’s spatial design breaks the boundaries of traditional retail. Through dynamic lighting and metallic textures, it seasonally presents multiple sports scenarios such as skiing, cycling, golf, and triathlon, offering consumers a new retail experience that combines professional functionality with modern aesthetics, conveying the energy and joy of sports.

Gathering in the Ancient Capital, Opening a New Chapter

On the day of the event, guests including Mr. Ding Shaoxiang, Chairman of DESCENTE (China) Co., Ltd.; Mr. Le Jun, President; Ms. Zhang Suli, Executive President of Xi’an Saige Group; DESCENTE brand ambassador William Chan; and DESCENTE triathlon ambassador Miao Hao attended the opening ceremony, inaugurating a new chapter for “Tomorrow World” in the ancient capital of Xi’an.

During the opening ceremony, Mr. Ding Shaoxiang delivered a speech, stating that the DESCENTE Xi’an Saige International Shopping Center “Tomorrow World” flagship store is a crucial part of the brand’s retail layout in Xi’an and an important step in the development of high-end retail channels in the Northwest region. It embodies DESCENTE’s new understanding of retail experiences and its vision for the future. Based on this store, the brand will further deepen its presence in the regional market, connecting with more sports-loving actionists.

Community Interaction, Riding Forward

With the deepening of the national fitness concept and the cycling conditions provided by Xi’an’s city ring routes and open urban spaces, cycling in Xi’an has gradually transcended its single attribute as a commuting tool, evolving into a unique urban lifestyle integrating sports, social interaction, and cultural experiences. Therefore, DESCENTE has meticulously created a cycling experience zone for actionists within the store, allowing the spirit of professional sports to deeply merge with the ancient capital of Xi’an. On the opening day, DESCENTE triathlon ambassador Miao Hao led a group of actionists in an indoor cycling challenge, further strengthening the connection between the brand and local cycling enthusiasts, while also allowing professional sports equipment to be more intuitively perceived through real experiences.

As a key step in DESCENTE’s layout in core cities, the opening of the Xi’an Saige International Shopping Center “Tomorrow World” flagship store further strengthens the brand’s presence and connection in the Northwest market. In the future, DESCENTE will continue to expand offline touchpoints, building a more professionally in-depth equipment system centered around real sports scenarios and the needs of actionists, accompanying more sports enthusiasts as they move forward together.