Shanghai – Harmay, the Chinese beauty brand known for its experiential retail locations, is entering the world of hospitality. At its latest store in Shanghai, the brand will be selling beverages not beauty products.
Designed by AIM Architects, the minimally-designed store encourages visitors to participate in the process of iced tea making. The interior is covered in steel panels that resemble the inside of a freight truck that would typically transport fresh lemons, while a barista counter lets customers squeeze fresh juice and prepare drinks. Upstairs, a low-light, intimate cinema space allows people to sip their drinks in sanctuary.
Here, Harmay is creating a space where consumers can meet and relax with one another, while providing a way beyond beauty purchases to connect with the brand. In the Venues with Benefits section of our Hyperphysical Stores macrtorend, we discuss how stores are transforming into venues and event spaces to offer alternative interactions.
Retail brands have an opportunity to establish community connections through third spaces that provide room for unbranded activities, hobbies, talks or events