After the market successful of UR Chengdu & UR Shanghai flagship, the co-founder of DOMANI Architectural Concepts, Miss Ann Yu has designed UR London flagship store. How to present a Chinese enterprise at international market, emphasizing the confidence and firm gesture of domestic enterprise, and delivering pioneer and visionary brand culture, became the primary requirement of this case. To continue the “Fine art and urbanization “space concept, the designer’s creative logic consists in 3 parts: 1) Culture and aesthetic globalism and regional symbolizations, emotion and contemporary; 2) exclusiveness and aggressiveness of business image strategy; 3) global versatility of space-building materials and structures.