HARMAY Beijing Flagship Store
The new warehouse is spread out over two floors, where there is a gaping void ?quite literally, we hacked out a part of the ceiling to create more visibility.
The first floor focuses on small products. A huge assembly table creates strong movement and functions as a carrier where all these lucrative, fast-moving items, are showcased. Spatially, the big loop creates a powerful direction and momentum, tying all the product together more cohesively, all while enabling a semi-enclosed area for the staff to work.
Photography by © Dirk Weiblen
A spiral staircase swirls up from the assembly table and guides guests up to the larger part of the warehouse space, where rows of steel shelves housing a multitude of products greet visitors. The second floor also grants a peek behind the curtain of HARMAY?s branding machine. A curtain closes off the light filtering through a translucent facade, creating a small studio for shooting product. It?s a fun flex on all behind the scenes styling that goes into each clickable e-commerce listing.
Photography by © Dirk Weiblen
Here u can also step into five rooms designed to enhance the offline sales engagement. Each room offers a themed product focus. A white travel kit room features see through bags filled with smaller products ideal for travel. The product is displayed with efficiency and elegance: hanging from the wall, a la grab n? go. The perfume bar has colorful flower patterned walls, and is a romantic tribute...