HARMAY / AIM Architecture

Interior Designers: AIM Architecture
Area: 200 m²
Year: 2017
Photographs: Jerry Yin
City: Shanghai
Country: China

HARMAY’s first physical store, designed by AIM Architecture on Anfu Lu in Shanghai’s Former French Concession, reimagines the brand’s online presence with a tangible, immersive shopping experience. The store features a warehouse-inspired design with a transparent polycarbonate façade, setting it apart from nearby boutiques while reflecting the essence of its e-commerce platform. Inside, the space resembles a precise, laboratory-like environment, bringing shoppers into the brand’s behind-the-scenes processes. A spiraled metal staircase leads to a second floor with a lounge area, eclectic furniture, and event space, blending comfort with interactive retail. The design bridges digital and physical shopping, embodying HARMAY’s commitment to connecting online and offline experiences.

Harmay’s first physical store provides a thought-provoking alternative to its typical online shopping experience. With over 1 million users online, the brand seeks to blend digital and in-person experiences. Designed by AIM Architecture and located on Anfu Lu, the store reimagines the concept of e-commerce, creating a visually compelling space that allows shoppers to feel the essence of the brand beyond the screen. This design offered a unique opportunity to bridge the gap between people and platform, demonstrating how the digital can be tangibly experienced.

The rise of online culture and constant clicking has led to a reevaluation of the purpose of physical shopping. Digital marketplaces and online brands have significantly disrupted traditional retail experiences. In 2016, transactions in China’s online shopping market reached approximately 4.7 trillion yuan, highlighting the massive shift towards e-commerce. With an increasing number of consumers opting for online purchases, it raises the question of why a successful e-store would establish a physical presence. What would motivate someone to step away from the comfort of their sofa to buy something that is easily available online?

When Harmay, a successful online cosmetics brand, approached AIM Architecture to design their first offline store, these questions came to the forefront. It was an intriguing challenge that aligned with AIM’s innovative approach. The goal was to explore how a physical space could complement the e-platform and enhance the overall brand experience. Harmay, which represents hundreds of niche beauty brands and excels in online shopping, found an opportunity for deeper engagement between retailer and consumer through the creation of a physical storefront.

Rather than reinventing the wheel, AIM Architecture chose to reveal the inner workings of Harmay’s operations. The physical store is styled like a warehouse, located in a prime spot in the Former French Concession— a bold choice amid the surrounding charming boutiques. The design reflects the essence of Harmay’s business, allowing shoppers to step behind the scenes, much like looking through an online mirror into the brand’s core.

The store’s façade features a transparent polycarbonate panel layered over the original structure, distinguishing it visually from the surrounding boutiques. This design choice sets the shop apart and evokes the familiar experience of online shopping. Inside, the space maintains a clean, precise aesthetic reminiscent of a warehouse, with a touch of a laboratory-like atmosphere.

The concept behind the space was to position it as the heart—or the ‘kitchen’—of the brand. Harmay continues to thrive online, but this store serves as the central hub where all the action takes place. As shoppers browse for face wash, compare perfumes, or try on lip colors, they are connected to the simultaneous online activity—orders streaming in, products being carefully selected and packaged by staff, and sent out into the world. This design allows in-store shoppers to become integral to the online process, blurring the lines between the physical and digital experiences.

A spiraled metal staircase leads shoppers to a cozy space on the second floor, where the atmosphere shifts from retail to relaxation, offering more of a lounge and leisure vibe rather than a focus on buying and selling.

The second floor features a blush palette paired with a handmade vintage carpet, eclectic furniture, and electric blue stools, creating a relaxed and inviting atmosphere. Designed as a space for events and new product launches, it’s perfect for swapping beauty tips or trying out new items. While the first level offers a behind-the-scenes look at the brand’s operations, the second floor brings visitors back into their comfort zone. It’s refreshing to see a physical representation of a world often confined to transactional clicks, highlighting the human experience behind it. The design captures these sentiments, transforming the virtual experience into a sophisticated, people-centered space.