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Strong storytelling breeds escapist interiors, proves Harmay's subterranean Chongqing store

Premium
09 Aug 2022
•
Retail
BOOKMARK ARTICLE
Strong storytelling breeds escapist interiors, proves Harmay's subterranean Chongqing store
  1. The Harmay Chongqing location is located in an urban shopping centre.
  2. Aim Architecture drew upon the city's historical air raid shelters.
  3. The beauty space is located underground creating a sense of escape.
  4. Industrial equipment recalls the factories in the underground shelters during the war.
  5. Silver metal pipes make up product display shelves.
  6. Conveyor belts further allude to the industrial theme.
  7. The industrial elements are contrasted by the warm earthy tone of the space.
  8. The red rock-like wall, ceiling and floors creates an illusion that the space was carved from the bedrock itself.
  9. The underground space fully immerses customers in the brand space and product selection.
Item 1 of 9
  1. The Harmay Chongqing location is located in an urban shopping centre.
  2. Aim Architecture drew upon the city's historical air raid shelters.
  3. The beauty space is located underground creating a sense of escape.
  4. Industrial equipment recalls the factories in the underground shelters during the war.
  5. Silver metal pipes make up product display shelves.
  6. Conveyor belts further allude to the industrial theme.
  7. The industrial elements are contrasted by the warm earthy tone of the space.
  8. The red rock-like wall, ceiling and floors creates an illusion that the space was carved from the bedrock itself.
  9. The underground space fully immerses customers in the brand space and product selection.
Item 1 of 9

1 / 10

Location
Map pointer Chongqing, China
Design
Aim Architecture
Contractor
Mufan Construction Decoration Co.,Ltd
Floor Area
1,331 sq-m

The Chinese beauty brand’s mastery of escapist beauty retail continues with its Chongqing location, designed by Aim Architecture, which draws on the city’s historical

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