AIM Architecture l HARMAY話梅北京旗艦店-設計風向

話梅北京旗艦店是一棟兩層樓建築。AIM將上下兩層樓的部分樓板打通，讓空間全貌更清晰地呈現在消費者麵前。

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.

一樓為小件商品陳列區。一條巨型環形傳送帶創造出強烈的動感，移動展示琳琅滿目的美妝品。從空間上而言，傳送帶增強了空間的方向性，將不同產品有機連結在一起，同時也為工作人員留出了半封閉的工作區域。

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.

在商品陳列帶後方，旋轉樓梯引導用戶走向更開闊的二樓倉庫；首先映入眼簾的，是展示海量商品的數排鋼鐵貨架。

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，在一處被幕布隔開的區域內，從半透明裏麵透出的光線被完全隔絕，形成話梅的產品拍攝區。親眼見到線上電商的圖片從無到有的攝製過程，也不失為一種新奇的探秘。

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.

為增強線下消費體驗，二層還設有五個不同主題的產品體驗室。旅行套裝展示間是純白的，小型旅行用品精巧地被放置於透明袋中，有序地懸掛於牆上，方便消費者即時取用。香水吧用整麵鮮花與綠植牆紙裝飾，讓人聯想到香氛的餘韻留芳。

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.

在美妝試用間，消費者可以走入垂幕遮蔽的區域親自體驗產品，仿佛闖入後台化妝間，既激發了探索欲和好奇心，又不失高級感。小眾品牌間以高調明快的設計，為話梅甄選的特殊或奢侈美妝品定製了特殊展架。第五個房間如同一張可供隨意發揮想象的白紙，用於不定期展出藝術家作品，用戶也可在其中拍照。

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.

從外部看，北京話梅旗艦店的工業風半透明玻璃磚牆立麵僅透露出店內隱約的光影變化，也使外立麵更富視覺衝擊力——仿佛透過舞台幕布，窺探演員的身形和腳步。

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.

而當你穿過兩扇小門，置身店內，便成為了“演出”的一部分，浸入了話梅的世界。

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.