The latest collaboration between AIM Architecture and the disruptive beauty brand HARMAY lands in one of China’s busiest transport hubs: Shanghai Hongqiao Airport T2. Far from a typical, transient shop, the HARMAY Hongqiao store is a compact, expressive brand statement that completely redefines the airport retail experience. This project continues a multi-year partnership where AIM Architecture consistently translates HARMAY’s unique brand language—a signature blend of discovery, order, and surprise—into bold, immersive, and highly curated environments.
Rooted in concepts of motion, modularity, and meticulous curation, the design embraces the inherent energy of travel. Designed by Wendy Saunders and Vincent de Graaf, the space draws inspiration from the mechanics of airports themselves, specifically luggage systems and display belts. The store’s floor area is 82.5 sqm. The Interior Design project, completed in June 2025, features a dynamic layout centered on a striking element.
Anchoring the entire space is a central circular conveyor. This mechanism, described as “static in motion but rich in symbolism,” serves as an efficient yet highly engaging retail display. It prominently features over 250 travel-sized SKUs across skincare, fragrance, and cosmetics, making it perfectly tailored for the transient consumers passing through the busy terminal. This element is key to the store’s concept of speed and storytelling in a fast-paced environment.
In a terminal dominated by a grayscale palette, the store creates an immediate and unforgettable visual landmark. AIM Architecture utilized a bold, intense monochrome treatment: a striking red interior. The primary materials driving this effect are red fabric, red carpet, a ceiling membrane, and stainless steel. This strong color choice cuts through the terminal’s visual noise, turning HARMAY into a beacon—impossible to ignore and hard to forget. It aggressively reinforces the brand’s disruptive DNA and draws visitors into an unexpected retail world.
The surrounding display systems echo HARMAY’s essential ethos of order and discovery. Vertical wall racks and flexible display modules form a graphic backdrop of ranked products. Crucially, the system features adaptable shelving, movable rods, and modular signage. This thoughtful design allows for seamless shifts between product categories—cosmetics, apparel, and accessories—ensuring the space has long-term relevance and is ready to accommodate future brand collaborations.
The HARMAY Hongqiao Airport location, with project architect Simon Huang and studio director Sacha Silva, proves that retail can transcend the transactional, even within the constraints of a major transport hub. More than a store, it’s a destination where the brand’s community can connect. This red beacon is a masterclass in how AIM Architecture can leverage Interior Design to maximize bold visibility and spark a sense of community and connection while travelers are in transit. The Authentic Immersive Matters philosophy of AIM is fully realized in this latest, meticulously designed Shanghai space.