Based on the review of the scene theory, this paper discerns the three elements of scenarized architecture: space, product and consumer, depicts the architectural attributes of scenarized architecture: the aesthetic of space, the media of product as the carrier of scene culture value, and the identity of consumers to the cultural value conveyed by scene, constructs a theoretical model of scenarized architecture retail business model, validates the robustness of the construction of scenarized architecture in the empirical study, and also verifies the mediating effect of novelty and complementarity on the impact of scenarized architecture on the creation of experiential value. The main contribution of this paper is the proposal of the concept of scenarized architecture, the construction of a theoretical model of scenarized architecture retail business model, and the exploration and verification of the intrinsic mechanism of the business model to realize value creation. Meanwhile, it proves that the complementarity of business model value attributes discussed rarely in previous empirical studies is an important mediator variable.