AIM恺慕建筑设计 | HARMAY話梅虹桥机场店，上海 | Hi设计

AIM 恺慕建筑设计与HARMAY話梅合作已持续数年，足迹遍布多座城市。通过大胆前卫、精心策划的沉浸式空间设计，双方持续重塑该品牌独特的零售语言。每家门店既呼应所在地域特色，又始终延续話梅标志性的探索感、秩序感与惊喜感。这些空间本质上超越了传统零售的范畴，即便位于最意想不到的场所，也能成为品牌社群的情感连接站。

AIM Architecture’s collaboration with HARMAY spans several years and cities, continuously reimagining the brand’s unique retail language through bold, immersive, and highly curated environments. Each store responds to its context, yet all share HARMAY’s signature blend of discovery, order, and surprise. At their core, these spaces are more than retail, they are destinations where the brand’s community can connect, even in the most unexpected locations.

話梅虹桥机场店藏身于中国最繁忙的交通枢纽之一，以流动感和模块化为空间理念，将门店打造成仿佛一场精心策划的展览，重新定义机场零售体验。门店由AIM恺慕建筑设计主持设计，以动态布局融合旅行灵感，从行李转运系统和传送带中汲取设计元素。中央环形传送带虽静态运行却富含象征意义，陈列着超过250款旅行装的护肤、香氛与美妆产品，营造出一种高效而有趣的零售机制。

Tucked inside one of China’s busiest transport hubs, HARMAY Hongqiao redefines the airport retail experience through a spatial concept rooted in motion, modularity, and meticulous curation. Designed by AIM Architecture, the store embraces the energy of travel with a dynamic layout inspired by luggage systems and display belts. A central circular conveyor anchors the space, static in motion but rich in symbolism, displaying over 250 travel-sized SKUs in skincare, fragrance, and cosmetics, an efficient yet engaging retail mechanism tailored for transient consumers.

在机场灰调环境的映衬下，耀目的红色内饰，让门店轻松成为引人注目的视觉地标。大胆的单色处理穿透航站楼的视觉喧嚣，使話梅门店化为一座熠熠生辉、令人过目难忘的灯塔。这一设计，既强化了品牌与生俱来的颠覆性基因，又巧妙地将旅客引入了一个超乎想象的奇妙零售世界。

Set against the grayscale palette of the airport, the store’s striking red interior becomes an immediate visual landmark. This bold monochrome treatment cuts through the visual noise of the terminal, turning HARMAY into a beacon, impossible to ignore and hard to forget. It reinforces the brand’s disruptive DNA while drawing visitors into an unexpected retail world.

竖向壁挂架搭配灵活多变的展陈模块，搭建起一个秩序井然的商品矩阵，完美呼应了話梅品牌兼具秩序感与探索欲的标志性特质。可调节货架、移动挂杆与模块化标识系统协同运作，轻松实现化妆品、服饰、配饰等品类的无缝切换，为空间注入了持久的生命力，也拓展了品牌联动的无限可能。

Vertical wall racks and flexible display modules create a graphic backdrop of ranked products, echoing the brand’s signature blend of order and discovery. Adaptable shelving, movable rods, and modular signage allow for seamless shifts between categories, cosmetics, apparel, accessories, giving the space long-term relevance and room for brand collaborations.

話梅虹桥机场店不只是一家普通店铺，它更像是一个为快节奏场景量身打造的浓缩式品牌宣言。在这里，高可见度、高效运作与富有感染力的叙事性完美交融。即便人在旅途，社群归属与情感连接亦能被瞬间点燃。

HARMAY Hongqiao isn’t just a store, it’s a compact, expressive brand statement made for fast-paced environments, where bold visibility, speed, and storytelling converge, and where even in transit, a sense of community and connection is sparked.