HARMAY’s first offline store, located in Shanghai’s bustling Anfu Road, is a testament to the brand’s commitment to blending online and offline experiences. AIM Architecture designed the space to evoke a sense of a warehouse or laboratory, echoing the online shopping experience while fostering a sense of community and interaction. The store seamlessly integrates online orders and offline purchases, creating a dynamic and engaging retail environment. #HARMAY #MakeupStore #RetailDesign #AIMArchitecture #Shanghai
In a world where digital culture and online clicks dominate the retail landscape, traditional shopping experiences are being redefined. The rise of online marketplaces and e-commerce has disrupted the conventional consumer habits, leading many to wonder why successful online brands choose to venture into the physical realm. What compels consumers to forgo the comfort and convenience of online shopping for an in-store experience?
HARMAY’s first offline store, located in Shanghai’s bustling Anfu Road, stands as a testament to the brand’s commitment to blending online and offline experiences. The store’s unique design concept by AIM Architecture transforms a traditional retail space into a vibrant hub that seamlessly integrates online and offline interactions, captivating consumers in a unique shopping adventure.
AIM’s vision for the store is to create a physical manifestation of the brand’s online presence, a “kitchen” that serves as the heart of HARMAY’s operations. By embracing a transparent design aesthetic, the architects layer polycarbonate panels onto the existing walls, creating a distinct visual contrast with neighboring boutiques. The interior, reminiscent of a warehouse or laboratory, exudes an air of orderliness, echoing the streamlined efficiency of online shopping. This approach not only visually captures the essence of the brand’s online identity but also reinforces the seamless integration of online and offline activities.
At HARMAY, the lines between online and offline dissolve. Consumers can browse and purchase new skincare products, test different fragrances, and explore various shades in person. Meanwhile, online orders are processed, packed, and shipped from the store, transforming the physical space into a central hub for the brand’s entire e-commerce operation. The store’s design creates a dynamic environment where online and offline worlds collide, blurring the boundaries between virtual and tangible experiences.
Despite its unconventional warehouse aesthetic, HARMAY’s store occupies a prime location in Shanghai’s former French Concession. This bold choice underscores the brand’s confidence in its unconventional approach to retail. The store’s design embodies the brand’s core values, inviting customers behind the scenes and immersing them in a unique shopping experience. The first floor is a testament to the brand’s story, offering a glimpse into its operations and showcasing its products in an engaging and interactive manner. A spiral metal staircase leads to the second floor, a smaller space that exudes a more relaxed and inviting atmosphere. The pastel pink color palette complements handcrafted vintage rugs, furniture, and blue seating, creating an ideal space for product launches and offline events. While the first floor offers a hands-on exploration of the brand’s journey, the second floor provides a comfortable and intimate setting for customers to relax and reconnect with their own shopping preferences, a welcome respite from the bustling online world.
HARMAY’s offline store stands as a powerful example of how brands can successfully bridge the gap between online and offline experiences. The store’s design not only embraces the brand’s digital identity but also creates a unique and engaging environment that enriches the shopping experience for customers. Through a carefully crafted design, HARMAY’s store captures the essence of the brand’s digital personality while infusing it with a tangible, interactive element, reminding consumers that the future of retail is about more than just clicks and orders. It’s about creating an experience that resonates with consumers on a personal level, weaving together the digital and physical realms to forge a new chapter in the evolution of retail.
Project Information:
Architect: AIM Architecture
Location: Shanghai, China
Year: 2023
Photography: Courtesy of AIM Architecture
