Interior Designers: AIM Architecture
Area: 650 m²
Year: 2019
Photographs: Dirk Weiblen
Design Principals: Wendy Saunders, Vincent de Graaf
Project Management: Cindy Xu
Design Team: Feng Xie, Charles Liu, Eno Chen, Jiao Yan, Jovana Petrovic, Hu Chen, Mavis Li, Simon Huang
Ff&E Team: Sowon Lee, Baoer Wang, Peichin Lee
City: Beijing
Country: China
HARMAY Beijing Flagship Store, designed by AIM Architecture, transforms a new warehouse spread over two floors into an immersive retail experience. The design features an open void for enhanced visibility, a dynamic assembly table, and themed rooms, blending industrial aesthetics with interactive spaces to showcase HARMAY’s products and brand.
![Harmay_Bj_04High_Dirk_Weiblen Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_04high_Dirk_Weiblen.jpg)
AIM Architecture’s design for the HARMAY Beijing Flagship Store spans two floors, featuring a dramatic void created by removing part of the ceiling for improved visibility.
![Harmay Beijing Flagship Store / Aim Architecture 1 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_15high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 2 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_01high_Dirk_Weiblen.jpg)
The first floor focuses on small products, with a large assembly table that generates movement and showcases fast-moving items. This setup forms a cohesive loop, creating direction and momentum while providing a semi-enclosed workspace for the staff.
![Harmay Beijing Flagship Store / Aim Architecture 3 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_17high_Dirk_Weiblen-1140x881.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 4 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_16high_Dirk_Weiblen-1140x760.jpg)
A spiral staircase ascends from the assembly table to the second floor, where rows of steel shelves display a wide range of products.
![Harmay Beijing Flagship Store / Aim Architecture 5 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_21high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 6 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_23high_Dirk_Weiblen.jpg)
This floor also reveals HARMAY’s branding process, with a curtain that filters light through a translucent facade, creating a small product photography studio. This playful element highlights the behind-the-scenes effort that goes into each e-commerce listing.
![Harmay Beijing Flagship Store / Aim Architecture 7 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_20high_Dirk_Weiblen-1140x760.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 8 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_30high_Dirk_Weiblen-1140x849.jpg)
The second floor also features five themed rooms designed to enhance offline sales engagement. Each room presents a specific product focus, such as the white travel kit room with see-through bags for travel essentials, a perfume bar with flower-patterned walls celebrating the power of scent
![Harmay_Bj_25High_Dirk_Weiblen Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_25high_Dirk_Weiblen.jpg)
There’s a third room where visitors can try on products behind soft curtain walls, evoking a backstage dressing room atmosphere. The niche room caters to exclusive, luxury cosmetics, while the fifth room, a blank white space, invites guests to create their own experience.
![Harmay Beijing Flagship Store / Aim Architecture 9 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_27high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 10 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_26high_Dirk_Weiblen.jpg)
All brands are moving parts that come together to create a cohesive product or experience. The Beijing location features a large glass brick facade, making an industrial statement. The lack of visibility from the outside enhances the building’s impact, relying on the allure of shadows and movement.
![Harmay Beijing Flagship Store / Aim Architecture 11 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_12high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 12 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_14high_Dirk_Weiblen.jpg)
It’s like seeing shapes behind a curtain or hearing footsteps on a stage. Only two tiny doors provide entry, but once inside, guests become part of the show. Inside, they experience the entire world of HARMAY.
![Harmay_Bj_07High_Dirk_Weiblen Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_07high_Dirk_Weiblen.jpg)
Project Gallery
![Harmay Beijing Flagship Store / Aim Architecture 13 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_04high_Dirk_Weiblen-1140x912.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 2 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_01high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 15 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_02high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 16 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_03high_Dirk_Weiblen-1140x760.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 1 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_15high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 3 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_17high_Dirk_Weiblen-1140x881.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 4 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_16high_Dirk_Weiblen-1140x760.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 20 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_18high_Dirk_Weiblen-1140x881.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 21 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_11high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 22 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_05high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 23 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_06high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 24 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_08high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 25 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_07high_Dirk_Weiblen-1140x761.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 26 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_10high_Dirk_Weiblen-1140x814.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 27 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_09high_Dirk_Weiblen-1140x814.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 28 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_19high_Dirk_Weiblen-1140x881.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 29 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_31high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 5 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_21high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 7 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_20high_Dirk_Weiblen-1140x760.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 6 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_23high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 8 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_30high_Dirk_Weiblen-1140x849.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 34 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_22high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 35 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_29high_Dirk_Weiblen-1140x760.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 36 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_24high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 37 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_25high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 10 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_26high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 9 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_27high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 11 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_12high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 41 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_28high_Dirk_Weiblen-1140x760.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 42 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_13high_Dirk_Weiblen.jpg)
![Harmay Beijing Flagship Store / Aim Architecture 12 Harmay beijing flagship store / aim architecture](https://www.architecturelab.net/wp-content/uploads/2024/05/Harmay_BJ_14high_Dirk_Weiblen.jpg)
Project Location
Address: No.2 Gongti North Road, Chaoyang District, Beijing, China
Location is for general reference and may represent a city or country, not necessarily a precise address.