HARMAY Beijing
HARMAY BEIJING
AIM Architecture
ARCHITECTS
AIM Architecture
PROJECT ARCHITECT
Simon Huang
THE CLIENT
Harmay
FFE TEAM
Dongkai Hu
PROJECT MANAGER
Cindy Xu
INTERIOR TEAM
Dongkai Hu, Jiao Yan, Shawn Zhang
DESIGN PRINCIPALS
Wendy Saunders, Vincent de Graaf
LOCATION
Beijing, China
CATEGORY
Retail Interiors
Inspired by the thrills and experience of a studio sound stage and set but remaining true to the warehouse-style retail culture of HARMAY, we created a store that combines the best of both worlds.
By channeling the power of light, shadow, and the visual impact of cinema, we created a uniquely immersive experience while reflecting the innovation and diversity of the brand.
The first encounter is the façade, bold but introverted. It stirs up curiosity through its simplicity, in sharp contrast with its surroundings.
Densely paved aluminum panels form a big silver screen dedicated to HARMAY.
Walking through the cinema doors, you enter the foyer, a space wrapped with thick metal curtains and a grand central oval service desk reminiscent of the lobby of traditional theaters. In this place, all the excitement of the movie experience starts.
Passing through the curtain to the “backstage” area leads to the main retail space.
You’ll find all the signs of a star-powered production at the center: equipment, lighting, cameras, and TV screens, surrounded by custom-made shelves, inspired by the woodwork of an old-fashioned stage.
It lends an intimate, VIP feeling, a backstage pass to shop.
The illuminated backboard lights up to display products and create an overall glow in the space, expressing the variability of warehouse's retail culture through the play of light and shadow.
By combining the romance of film with the tactile experience of retail, Universal Studios promises its guests an elevated and immersive experience.In this store, each visitor has a starring role.
