HARMAY Universal

HARMAY Universal

Architecte
AIM ARCHITECTURE
Lieu
Shanghai, China | View Map
Année du projet
2021
Catégorie
Magasins
Wen Studio

HARMAY Universal, a small store that stirs up curiosity in a huge theme park

AIM ARCHITECTURE en tant que Architectes.

Asked to design a store in a theme park and looking at its context, we could not avoid asking ourselves how to go about this. How can we create a unique experience in a place where experience is king?  Do we go with the current or swim upstream? Do we try to stand out or blend in?

photo_credit Wen Studio
Wen Studio

We decided to do both.

Inspired by the thrills and experience of a studio soundstage and set but remaining true to the warehouse-style retail culture of HARMAY, we created a store that combines the best of both worlds.

photo_credit Wen Studio
Wen Studio

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.

photo_credit Wen Studio
Wen Studio

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.

photo_credit Wen Studio
Wen Studio

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.

photo_credit Wen Studio
Wen Studio

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.

photo_credit Wen Studio
Wen Studio

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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