Over several years, AIM Architecture has created numerous stores across China for HARMAY, the warehouse-style cosmetics retailer known for its distinctive approach to spatial design. Each location is site-specific, reflecting the people and culture of its surrounding context. Colour and unconventional interior concepts have become hallmarks of AIM Architecture’s work for the brand, with every project designed to delight and surprise customers.

HARMAY Hongqiao, the most recent collaboration, is no exception. Though modest in scale at 82.5 square metres, its position within one of China’s busiest transport hubs demanded concise thinking and meticulous planning.

Making a bold statement inside Shanghai’s Hongqiao International Airport, the store appears as a glowing red beacon amid the neutral tones of the terminal. Its vivid presence draws the eye of passing travellers, inviting them to pause, explore and purchase. Reflecting the dynamic energy of airport movement, HARMAY Hongqiao offers a kinetic retail experience inspired by luggage systems and display belts.

The floorplate, an irregular pentagon, features two open sides that seamlessly connect with foot traffic. At the centre sits a stainless-steel display module, shaped like a wishbone with a central spine and two extended arms.

Echoing the form of a luggage carousel, vertical rubber flaps conceal a rear opening — a playful detail that evokes the familiar ritual of baggage collection after a flight.

Adaptability defines the perimeter, where inset vertical racks line two walls to support flexible product displays and intuitive circulation. Moveable rods, modular signage and adjustable shelving allow for effortless transitions between cosmetics, apparel and accessories, ensuring the space remains dynamic and responsive.

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Visually, the interior is a total immersion in red. Walls and floors are drenched in a singular, saturated hue, creating a seamless environment enhanced by a white, light-filled grid ceiling.

The concept and layout are deceptively simple, yet — as with all AIM Architecture designs — the execution is precise and impactful.

Beyond the striking design, the store also captures the practical spirit of travel retail. HARMAY Hongqiao offers over 250 travel-sized SKUs, perfectly suited for passengers in transit, blending convenience with design-led sophistication.

Led by design principals Wendy Saunders and Vincent de Graaf, with project lead Simon Huang, AIM Architecture has distilled the essence of airport retailing — efficient, experiential and accessible — while adding its signature aesthetic flair.

HARMAY Hongqiao stands as both a functional retail space and an architectural statement. Compact yet captivating, it showcases the brand’s products through an immersive, design-forward lens. Once again, AIM Architecture has exceeded the brief, elevating HARMAY’s brand experience with innovation and imagination.

Wendy Saunders will join the jury for the 2026 INDE.Awards, continuing AIM Architecture’s strong connection to the design community across the Asia Pacific.

AIM Architecture
aim-architecture.com

Photography
Bowen Gu