beauty retailer harmay’s new store resembles a 1970s office

Chinese cosmetics brand Harmay‘s latest brick-and-mortar location is crafted to appear less like a retail space and more like a midcentury office. Spread across nearly 15,000 square feet, Harmay Hangzhou comprises an open office floor plan drenched in bright tones, soft carpeting, and a variety of textures.

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“There are no longer rules of what to do where and in what space, so why not also create this shift in a physical space? What does a store mean now anyway?” Wendy Saunders, founder Shanghai-based AIM Architecture, contemplates. “The look back towards a more 1970s office look and feel creates nostalgia for simpler times when these boundaries were a lot more clear.”

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Occupying the second floor of an existing office building, the store features an interior design concept that conveys the beauty of everyday life by romanticizing a space many of us frequently occupy. Floor-to-ceiling curtain wall windows pour natural light inside, and rows of desk units and display cabinetry are neatly configured. Retro telephone rooms were also installed to instill a novel transportive effect, while vibrant nooks showcase the beauty brand’s products.

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The optical illusion of an infinity mirror wall running through the core of the space entices consumers along with the motif of repetitive round windows along another wall.

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