![HARMAY Beijing / AIM Architecture - Exterior Photography, Facade](https://images.adsttc.com/media/images/614b/6190/f91c/8184/a700/0007/newsletter/AIM_HARMAY_Universal_LR_Wen_Studio_(5).jpg?1632330110)
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Architects: AIM Architecture
- Area: 100 m²
- Year: 2021
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Photographs:Wen Studio
![HARMAY Beijing / AIM Architecture - Interior Photography, Door](https://images.adsttc.com/media/images/614b/61ce/f91c/814a/7a00/0007/medium_jpg/AIM_HARMAY_Universal_LR_Wen_Studio_(9).jpg?1632330176)
Text description provided by the architects. Inspired by the thrills and experience of a studio sound stage and set but remaining true to the warehouse-style retail culture of HARMAY, we created a store that combines the best of both worlds. By channeling the power of light, shadow, and the visual impact of cinema, we created a uniquely immersive experience while reflecting the innovation and diversity of the brand.
![HARMAY Beijing / AIM Architecture - Interior Photography, Shelving](https://images.adsttc.com/media/images/614b/61a6/f91c/8184/a700/0009/medium_jpg/AIM_HARMAY_Universal_LR_Wen_Studio_(6).jpg?1632330129)
The first encounter is the façade, bold but introverted. It stirs up curiosity through its simplicity, in sharp contrast with its surroundings. Densely paved aluminum panels form a big silver screen dedicated to HARMAY. Walking through the cinema doors, you enter the foyer, a space wrapped with thick metal curtains and a grand central oval service desk reminiscent of the lobby of traditional theaters. In this place, all the excitement of the movie experience starts.
![HARMAY Beijing / AIM Architecture - Interior Photography, Door](https://images.adsttc.com/media/images/614b/616c/f91c/8184/a700/0003/newsletter/AIM_HARMAY_Universal_LR_Wen_Studio_(3).jpg?1632330075)
![HARMAY Beijing / AIM Architecture - Interior Photography](https://images.adsttc.com/media/images/614b/61be/f91c/814a/7a00/0005/newsletter/AIM_HARMAY_Universal_LR_Wen_Studio_(8).jpg?1632330157)
Passing through the curtain to the “backstage” area leads to the main retail space. You’ll find all the signs of a star-powered production at the center: equipment, lighting, cameras, and TV screens, surrounded by custom-made shelves, inspired by the woodwork of an old-fashioned stage. It lends an intimate, VIP feeling, a backstage pass to shop.
![HARMAY Beijing / AIM Architecture - Interior Photography, Kitchen](https://images.adsttc.com/media/images/614b/617c/f91c/8184/a700/0005/newsletter/AIM_HARMAY_Universal_LR_Wen_Studio_(4).jpg?1632330093)
![HARMAY Beijing / AIM Architecture - Interior Photography](https://images.adsttc.com/media/images/614b/6204/f91c/814a/7a00/000d/newsletter/AIM_HARMAY_Universal_LR_Wen_Studio_(15).jpg?1632330232)
The illuminated backboard lights up to display products and create an overall glow in the space, expressing the variability of warehouse's retail culture through the play of light and shadow.
![HARMAY Beijing / AIM Architecture - Interior Photography](https://images.adsttc.com/media/images/614b/61e8/f91c/8184/a700/000f/medium_jpg/AIM_HARMAY_Universal_LR_Wen_Studio_(12).jpg?1632330205)
![HARMAY Beijing / AIM Architecture - Interior Photography, Lighting, Chair](https://images.adsttc.com/media/images/614b/61ef/f91c/814a/7a00/000b/medium_jpg/AIM_HARMAY_Universal_LR_Wen_Studio_(13).jpg?1632330212)
By combining the romance of film with the tactile experience of retail, Universal Studios promises its guests an elevated and immersive experience. In this store, each visitor has a starring role.
![HARMAY Beijing / AIM Architecture - Interior Photography](https://images.adsttc.com/media/images/614b/61d6/f91c/8184/a700/000d/medium_jpg/AIM_HARMAY_Universal_LR_Wen_Studio_(10).jpg?1632330183)