Online cosmetics retailer HARMAY have opened their first Beijing headquarters, turning again to AIM Architecture to design the 650sqm interior. Like previous locations in Hong Kong and Shanghai, the Beijing store is true to the brand’s sophisticated yet fun, hands-on retail experience that brings its digital presence to life. The physical space manifests itself as a ‘behind the scenes’ look at the brand, with products, distribution and delivery processes put forth for customers to engage with.

Spread over two floors, the warehouse interior features a gaping void, with AIM quite literally hacking out a chunk of the ceiling to create more openness and visibility. The ground floor focuses on small products, with a monumental, fast-moving assembly table looping around the floor, showcasing best-selling items. The loop creates both a powerful sense of momentum and direction, and a cohesive and continuous display while sectioning off a semi-enclosed area for staff to work in.

Most fixed furnishings, such as the aforementioned table along with shelves and partitions, are made of stainless steel. The polished steel contrasts the raw concrete shell of the building, creating an industrial yet sleek aesthetic aligned with other HARMAY retail stores. A steel spiral staircase with a wire mesh balustrade winds up from the assembly table and guides customers to the larger second floor, where rows of parallel shelves house more product.

Customers are also given a peek into HARMAY’s branding and online marketing, with a small photo studio enclosed by a translucent façade. A series of five rooms are designed to further enhance offline sales engagement, each with a themed product focus. A white ‘travel kit’ room features clear aeroplane-friendly cosmetic bags displayed on wall hooks in a ‘grab n go’ style. A perfume room has colourful floral walls in tribute to the lasting power of scent, while another space invites visitors to try on products in a luxury dressing room-style interior.

The Beijing store features glass brick facades, an industrial statement that gives shadowy hints as to the movement going on in-store. Two tiny doors lead to the interior, with the architects aiming for guests to become fully immersed once inside.

[Images courtesy of AIM Architecture. Photography by Dirk Weiblen & Sun Liwen.]