Alibaba is turning its digital DNA into bricks and mortar. 

Wuhan Qincheng MixC One, the e-commerce giant's new seven-story retail destination in Wuhan, takes the humble pixel –the basic unit of every screen – and turns it into architectural reality.  

Designed by 10 Design and co-developed with CR Land, Wuhan Qincheng MixC One sits beneath Alibaba's Central China headquarters like a physical manifestation of the company's online ecosystem. The complex serves employees working in the towers above while anchoring Wuhan's emerging eastern CBD – a district betting big on central China's tech boom.

The pixel concept drives everything from spatial organization to circulation. Multi-loop pathways weave through the mall, creating multiple atriums and themed zones that feel like navigating a sophisticated app. 

The main atrium features illuminated viewing platforms that function like giant interactive displays, hosting year-round installations designed to strengthen connections between physical visitors and online communities. 

Materials reinforce the digital metaphor while serving practical needs. Champagne-colored stainless steel ceiling modules create geometric patterns that transform throughout the day – natural light streams through skylights during daytime hours, casting dynamic shadows, while diffused LED lighting renders a softer ambience after dark. Gradient laminated glass panels and wooden flooring add visual depth across featured spaces, balancing durability with aesthetic appeal.  

The top floors open onto a rooftop garden crowned by "Hoho", a permanent installation by Dutch artist Florentijn Hofman that offers commanding views of Wuhan's skyline. It's Alibaba's most ambitious attempt yet to solve retail's fundamental challenge, making physical shopping feel as dynamic and personalised as e-commerce.