Sporting goods retailer Intersport and Alibaba’s Tmall has unveiled a co-branded store in Beijing complete with interactive features that offer consumers in China a more engaging and informative shopping experience.

Under the new name “Tmall x Intersport,” the two-story, 1,300 square-meter space that sits in Beijing’s tourist hotspot Qianmen has been transformed into a futuristic megastore. The revamp underscores that more global brands are recognizing the power of New Retail—tech-driven retail model pioneered by Alibaba that captures the best of online and offline shopping experiences.