Siheyuan is today nothing but a name used by experts, as a safety flag every time a hutong existence feels threatened by some proposal of demolition. Like all symbols that are made to conjure different meanings, Siheyuan in its phenomenal shape is actually already used by everybody as a brand. In our approach we propose to treat the Siheyuan as a cultural product or, better, a territorial brand, because we believe that transforming Siheyuan in a succesful brand, we allow it to  survive. Come to visit us from September 24th to October 7th at 129-131 of West Gongmenkou Hutong in Baitasi area (Xicheng district), the brand new location of Beijing Design Week!