Clad in bespoke ceramic tiles, the mall's facade changes colors depending on the angle viewed, creating the appearance of a giant shimmering pearl. The pearlescent exterior gives the building a "sense of craft and human character" that distinguishes the mall from its staid neighbors.

Located in one of Beijing's busiest areas, the 44,000-square-meter Chongwenmen M-Cube sits on prime real estate near popular tourist destinations including the historic hutongs, Temple of Heaven, and the Beijing Railway Station. To maximize the commercial value of the comparatively small plot, MVRDV first designed the building to its maximum size limits and then cut away parts of the volume to bring the building down to a pedestrian-friendly scale and establish visual connections with surrounding landmarks. For instance, the facades, which are equipped with LED panels to double as advertisement space, are strategically oriented towards The Forbidden City and the Beijing Rail Station to maximize commercial exposure.