AIM Architecture l HARMAY话梅北京旗舰店

话梅北京旗舰店是一栋两层楼建筑。AIM将上下两层楼的部分楼板打通,让空间全貌更清晰地呈现在消费者面前。

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.

 

 

一楼为小件商品陈列区。一条巨型环形传送带创造出强烈的动感,移动展示琳琅满目的美妆品。从空间上而言,传送带增强了空间的方向性,将不同产品有机连结在一起,同时也为工作人员留出了半封闭的工作区域。

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.

 

 

在商品陈列带后方,旋转楼梯引导用户走向更开阔的二楼仓库;首先映入眼帘的,是展示海量商品的数排钢铁货架。

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.

 

此外,在一处被幕布隔开的区域内,从半透明里面透出的光线被完全隔绝,形成话梅的产品拍摄区。亲眼见到线上电商的图片从无到有的摄制过程,也不失为一种新奇的探秘。

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.

 

 

为增强线下消费体验,二层还设有五个不同主题的产品体验室。旅行套装展示间是纯白的,小型旅行用品精巧地被放置于透明袋中,有序地悬挂于墙上,方便消费者即时取用。香水吧用整面鲜花与绿植墙纸装饰,让人联想到香氛的余韵留芳。

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 to the lasting power of scent.

 

在美妆试用间,消费者可以走入垂幕遮蔽的区域亲自体验产品,仿佛闯入后台化妆间,既激发了探索欲和好奇心,又不失高级感。小众品牌间以高调明快的设计,为话梅甄选的特殊或奢侈美妆品定制了特殊展架。第五个房间如同一张可供随意发挥想象的白纸,用于不定期展出艺术家作品,用户也可在其中拍照。

A third room invites visitors to try on products behind soft curtain walls. Like a backstage dressing room, there is a sense of fun, play, and luxury. The niche room is a high profile room tailored for exclusivity, luxury cosmetics, and unique brands to HARMAY. The fifth room is white, a blank space, like a crisp sheet of white paper; guests are invited to write the next act on their own.

 

 

从外部看,北京话梅旗舰店的工业风半透明玻璃砖墙立面仅透露出店内隐约的光影变化,也使外立面更富视觉冲击力——仿佛透过舞台幕布,窥探演员的身形和脚步。

All brands are moving parts pieced together to create a product or experience. The Beijing location has big glass brick façade, an industrial statement where the absence of seeing makes the exterior statement more powerful, with only the seduction of shadows and movement.

 

而当你穿过两扇小门,置身店内,便成为了“演出”的一部分,浸入了话梅的世界。

Like seeing shapes behind a curtain, hearing footsteps on the stage. There are only two tiny doors here, but once inside, guests become a part of the show. Inside, it is the whole world of HARMAY.

 

 

∇ 平面图

 

主要项目信息

项目名称:HARMAY话梅北京旗舰店
项目位置:中国北京
项目类型:商业空间/零售店
完成时间:2019
项目面积:650平方米
设计公司:AIM恺慕建筑事务所
摄影:Dirk Weiblen

 

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