The Past and Present Collide: Jetlag Books' Bold New Chapter in Beijing
There’s something undeniably captivating about spaces that refuse to erase their history. Jetlag Books’ latest store in Beijing is one such place. Designed by Studio NOR, it’s not just a bookshop—it’s a conversation between eras, a blend of Soviet-era aesthetics and modern functionality. What makes this particularly fascinating is how it avoids the extremes of preservation and innovation, opting instead for a middle ground that feels both respectful and refreshingly honest.
A Nod to History, Not a Shrine to It
The store sits on the site of a former service building adjacent to the iconic Friendship Store, a 1972 supply store with a Soviet-style facade. Personally, I think this is where the project shines: it doesn’t try to freeze time. Instead, it incorporates elements like rough plastered facades and steel overhangs, creating a sense of continuity without nostalgia. One thing that immediately stands out is the way Studio NOR reinterpreted the original architecture rather than replicating it. The result? A space that feels rooted in its past but unapologetically present.
Design as Dialogue
The 180-square-metre shop is a masterclass in blending old and new. The L-shaped layout combines a 1970s service building with a 2010s steel structure, turning the latter into a “frontier” or “display window.” What many people don’t realize is how challenging it is to merge such disparate elements seamlessly. Yet, here, the steel signage and street-facing plaza feel like natural extensions of the site’s history. The lowered doors and windows, framed by those cantilevered steel overhangs, aren’t just functional—they’re a subtle invitation to the community.
Inside the Pages of Time
Step inside, and you’re greeted by an 8.5-metre-long bar that stitches together the book display and multi-functional areas. The modular stainless steel bookshelves, glazed wall tiles, and matt-black flooring create a sleek, travel-themed ambiance. But what this really suggests is that the store isn’t just about selling books—it’s about creating an experience. The dark green and brown tiles wrapping the bar, the deep skylight above it, and the three-step platform that doubles as a stage all speak to a space designed for connection and creativity.
The Bigger Picture: Architecture as Storytelling
If you take a step back and think about it, Jetlag Books’ approach is part of a broader trend in architecture: the rejection of either-or thinking. It’s not preservation or innovation—it’s both. This raises a deeper question: how can we design spaces that honor history without becoming museums? From my perspective, this project answers that by embedding the past into everyday life. The exposed steel and concrete roofs, the grey-toned walls, and the terrazzo floors aren’t just design choices—they’re narrative devices.
Why It Matters
In a world where new often means erasing the old, Jetlag Books’ Friendship Store is a reminder that progress doesn’t have to be disruptive. It’s a space that celebrates layers, both literal and metaphorical. A detail that I find especially interesting is how the store’s design connects building and street, brand and community, past and present. It’s not just a bookshop—it’s a bridge.
Looking Ahead
As Jetlag Books continues to expand, I’m curious to see how this philosophy evolves. Will future stores also strike this delicate balance? Or will they push further into innovation? Either way, this Beijing location sets a high bar. It’s not just a place to buy books—it’s a place to think, to reflect, and to appreciate the stories embedded in every wall, every tile, and every steel beam.
In my opinion, this is what architecture should aspire to: not just creating spaces, but crafting narratives that resonate. And Jetlag Books? They’ve written a chapter worth revisiting.
