Online cosmetics retailer HARMAY have opened their initially Beijing headquarters, turning once again to Purpose Architecture to style and design the 650sqm inside. Like earlier areas in Hong Kong and Shanghai, the Beijing retail store is correct to the brand’s refined however entertaining, fingers-on retail knowledge that delivers its digital existence to existence. The physical area manifests alone as a ‘behind the scenes’ glimpse at the brand, with merchandise, distribution and shipping and delivery processes put forth for clients to interact with.
Distribute around two floors, the warehouse inside characteristics a gaping void, with Purpose really actually hacking out a chunk of the ceiling to develop much more openness and visibility. The floor ground focuses on compact solutions, with a monumental, rapid-moving assembly desk looping around the flooring, showcasing very best-providing products. The loop makes the two a potent sense of momentum and route, and a cohesive and steady show though sectioning off a semi-enclosed space for team to operate in.
Related: HARMAY Retailer in Hong Kong by Goal Architecture.
Most set furnishings, this kind of as the aforementioned table along with cabinets and partitions, are produced of stainless metal. The polished steel contrasts the raw concrete shell of the building, making an industrial but smooth aesthetic aligned with other HARMAY retail retailers. A steel spiral staircase with a wire mesh balustrade winds up from the assembly table and guides consumers to the bigger second floor, in which rows of parallel cabinets residence extra merchandise.
Connected:HARMAY Beauty Retail store in Shanghai, China by Aim Architecture.
Prospects are also provided a peek into HARMAY’s branding and on-line marketing, with a compact picture studio enclosed by a translucent façade. A series of five rooms are developed to more boost offline sales engagement, just about every with a themed item aim. A white ‘travel kit’ room features apparent aeroplane-pleasant beauty bags exhibited on wall hooks in a ‘grab n go’ design. A fragrance space has vibrant floral walls in tribute to the long lasting energy of scent, when an additional house invitations website visitors to check out on items in a luxury dressing place-design inside.
The Beijing store characteristics glass brick facades, an industrial assertion that provides shadowy hints as to the motion going on in-retailer. Two small doorways lead to the inside, with the architects aiming for friends to come to be absolutely immersed as soon as inside of.
Similar: Bricks Decoded: The Return of Glass Blocks.
[Images courtesy of AIM Architecture. Photography by Dirk Weiblen & Sun Liwen.]