Chinese beauty retailer Harmay has opened its latest store, located inside Universal Studios’ Beijing theme park, another creative work by AIM Architecture. 

The design studio said the facade and interior’s look are inspired by “the thrills and experience of a studio soundstage” while remaining true to the warehouse-style retail culture of Harmay. The 100sqm store stands out from the surrounding buildings with its bold exterior, which features a giant silver screen formed by densely paved aluminium panels. 

“It stirs up curiosity through its simplicity in sharp contrast with its surroundings,” AIM Architecture explains. 

Upon entering the store, customers are greeted with a large steel booth and thick metal curtains, reminiscent of the lobby of traditional theatres.

Meanwhile, Harmay Universal’s retail space resembles a theatre backstage where products are displayed alongside equipment, such as lighting, cameras and TV screen. Custom-made shelves inspired by the woodwork of an old-fashioned stage are also installed around the store. 

“By channelling 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.”

Photography: Wen Studio