Photographer Dirk Weiblen
Since 2016 we have been working with Harmay to create a thought-provoking antidote to their customary virtual visits. This is the third store we have realized with Harmay. After the Shanghai flagship, the Hong Kong Pharmacy, this store in Beijing has been the crown in the brands home base. It is completed November 2019, with an area of 650 sqm, and became an instant hit since its grand opening. From the start, we didn’t try to reinvent the wheel, but instead looked at how the online machine works.
We never saw the stores as a “pleasure décor” but as a functional “store and ship” hub for the brand. Resulting in merging warehouse and retail and thereby mirroring the core of its business. It has changed the parameters of what a store can be, it romanticizes the process, not just the look, and thereby creating a huge suspense for the customer: “I have got to see the belly of the beast”. The Beijing Flagship Store, specifically, is meant to organically cast customers as part of performance leaving people feeling as if their time shopping here has been spent actively, not passively. As retail space should be immersive, unexpected and more importantly unique to the brand.