77th Street Plaza

Hours & Admission Price Peak Season
Jan.-Dec.
0:00-24:00
Free Low Season
Jan.-Dec.
0:00-24:00
Free Address & Phone Transportation Take Subway Line 1 or 4 to Xidan Station. Notes

It is not a name of a street; it is a huge youth fashion retail located at Xidan, a place completely for young generations. Here you don't have to be a 'lady in the street'; here, everyone can be odd, be loud, be crazy, be themselves.

77th Street is firmly entrenched in the Singapore fashion retail industry with its unique and wide range of street wear fashion and accessories. Today, the company is the trendsetter for hip street wear fashion in both Singapore and Beijing and has built a loyal following among the young and trendy aged between 12 and 35.

History: how did 77th street come to China?

Elim founded 77th Street in 1988. It was her first foray into the retail industry and has since established a firm footing in the street wear scene in Singapore. It started with a humble beginning at Far East Plaza level four with only a 180 square feet store. With the help of her sister, Ms Sulim Chew, who was in charge of sourcing trendy items from Britain, the second shop was opened three years later in 1991 at the same mall but on level three. Subsequently, about one new store was opened every one to two years.

77th Street's first overseas expansion attempt was a joint venture store in Kuala Lumpur, Malaysia with a Malaysian partner in 1995. However, the store was not doing well and 77th Street had pulled out of the partnership since. The breakthrough in foreign markets came in 2003 when 77th Street successfully secured and signed an agreement for a 400,000 square feet mall which was conceptualised into a youth shopping cum activity belt in the popular shopping district of Xidan, Beijing, China. The following year, Dr Vivian Balakrishnan, Minister for Community Development, Youth & Sports (MCYS) and Senior Minister for State for Trade & Industry and National Development was the Guest of Honour for the official opening for 77th Street Plaza at the Xidan Cultural Centre. Not only this marked the company's first business venture in China, it was also the first Singapore retailer to set up a shopping mall in China.

What's special

All the shops in this mall are geared towards the young and that is why it is an explosion of colors, sights and sound in the mall. You will get to see groups of young people bursting into spontaneous hip hop break dancing or skating while shopping or just hanging around the many eateries like what young people usually do. There is also a skating rink in 77th Street Plaza. With its mantra of "get a life, love my life, its my choice", this12,000 sq m (130,000 sq ft) shopping mall delivers an amazing shopping experience. It is a fusion of lifestyle captured under one roof in 77th Street Plaza, Xidan, Beijing Cultural Plaza.

Shopping guide

Clothes

The shopping area takes up the entire two floors, composed of little clothing stores one after another. Brandy or not, everything is worth looking.

Others

Apart from clothing, you can also find some interesting stuff here, like cups, little toys, and all kinds of parents' so called 'useless stuff'.

Halloween stuff

77th street is one of the best places for halloween shopping. Are you more naughty nurse or wicked werewolf? Halloween is when the freaks come out to play, so get amongst the fun by looking the part. For the last couple of years now, sexy has trumped scary when it comes to Beijingers' dress-up threads of choice come Halloween. That said, there's always room for another ghost at the party. Read on for where to find costumes, plus a couple of ideas to help you pick the get-up that suits your style, whether you aim to scare or seduce. Here, be whatever you want to be, it's time to be free!

• Stuff to buy: Scary masks, colorful wigs, spiderman suits and more. Costumes and props for shows.

• Price: 35-265 RMB

• Open: 10:00am - 9:00pm

Transportation

• By bus: Take No. 690, 47, 22, 626, 826, 604, 808, 603, 102, 105, 15 and get off at Xidan or Xidanshangchang station. You will see a big sign on Xidan Culture Center. The 77th Street is at the 2nd and 3rd floor underground.
• By subway: Subway line 1, get off at Xidan station. You will see Beijing Books Building after you get out of subway, the Xidan Culture Center is right beside it, and 77th street is at the 2nd and 3rd floor underground.

Beijing Culture