HARMAY Beijing / AIM Architecture

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Text description provided by the architects. Inspired by the thrills and experience of a studio sound stage and set but remaining true to the warehouse-style retail culture of HARMAY, we created a store that combines the best of both worlds.  By channeling the power of light, shadow, and the visual impact of cinema, we created a uniquely immersive experience while reflecting the innovation and diversity of the brand.

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The first encounter is the façade, bold but introverted. It stirs up curiosity through its simplicity, in sharp contrast with its surroundings. Densely paved aluminum panels form a big silver screen dedicated to HARMAY. Walking through the cinema doors, you enter the foyer, a space wrapped with thick metal curtains and a grand central oval service desk reminiscent of the lobby of traditional theaters. In this place, all the excitement of the movie experience starts. 

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Passing through the curtain to the “backstage” area leads to the main retail space. You’ll find all the signs of a star-powered production at the center: equipment, lighting, cameras, and TV screens, surrounded by custom-made shelves, inspired by the woodwork of an old-fashioned stage. It lends an intimate, VIP feeling, a backstage pass to shop.

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The illuminated backboard lights up to display products and create an overall glow in the space, expressing the variability of warehouse's retail culture through the play of light and shadow.

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By combining the romance of film with the tactile experience of retail, Universal Studios promises its guests an elevated and immersive experience. In this store, each visitor has a starring role.

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