For years I have been observing Chinese brands that reinterpret retail, creating spaces where culture, urban history, and industrial references become part of the experience. In this case, each store tells a distinct story, transforming a visit into a sensory and conceptual journey beyond the mere display of products.
AIM Architecture’s latest creation for HARMAY establishes itself as a benchmark in airport retail at Shanghai Hongqiao, Terminal 2. Far from typical transient solutions, the project transforms 82.5 square meters into an environment where order and discovery coexist with dynamism and visual impact. Simon Huang and Sacha Silva orchestrated a layout that combines movement mechanisms and modular displays, presenting over 250 SKUs in a harmonious and intuitive flow. A bold red palette serves as a unifying thread, creating instant iconicity and setting the space apart from the airport’s neutral backdrop. The interior design employs adaptable shelving, vertical displays, and flexible systems, allowing future evolution without compromising the brand’s identity. HARMAY Hongqiao is more than a store; it is a place of narrative and connection, where design and brand culture converge into a memorable experience, demonstrating AIM Architecture’s ability to blend innovation, aesthetics, and functionality in high-traffic environments.
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