AIM恺慕建筑设计 | HARMAY話梅美妆店成都店

“蜀道”从这里开始，遇见和探索新零售购物的未来！

唐代著名诗人李白在《蜀道难》中写道，” 蜀道之难，难于上青天!”。

What does Li Bai, lyrical poet from the Tang Dynasty, architectural brutalism, and a modern-day cosmetics store in a shopping mall have in common? Allow us to introduce the newest HARMAY store, in the heart of Chengdu, where journey and discovery meet the future of shopping.

HARMAY話梅成都旗舰店终于揭开面纱。这也是AIM恺慕建筑与HARMAY話梅合作的第四家零售店铺。

Li Bai, famed poet of the Tang Dynasty, wrote in the poem “The Hard Road to Shu”, the stairs to heaven are easier to climb than the road to Sichuan. With Chinese e-tailer HARMAY’s fourth brick and mortar location in Chengdu, Sichuan, AIM Architecture has bridged the gaps between the power of a journey, and the beauty of discovery.

AIM 的話梅“剧本”总是带有一丝神秘色彩: 香港店-顾客化身为一位老派药剂师，通过打开抽屉的动作，自由探索空间中的新物件; 北京店-把顾客从台前带入幕后，亲历新零售流水线的整个过程; 上海旗舰店则将电子零售重新想象成一种由衷而生的互动体验。

AIM’s HARMAY playbook always involves an element of mystery: the Hong Kong shop emulates an old-school chemist, where guests are free to uncover new items by opening drawers; the Beijing store draws on theater, taking customers behind the scenes of the HARMAY production; the Shanghai flagship reimagines e-commerce as a visceral, interactive experience.

随着HARMAY話梅实体店的扩展和成长，如何平衡仓储需求和消费者的体验感显得愈发重要。设计希望深入线下店铺的体验感与便利度之间的关系，将品牌精神融入当代消费者使用场景中，成为我们设计最重要的切入点。

As HARMAY expands its physical presence, the design relationship between journey and convenience deepens.
Translated as ‘the road to shu’, the shudao is an ancient road system connecting central China with the mountainous and rugged Southwestern Sichuan. This iconic route, and the many natural and cultural treasures that surround it, is deeply embedded in both the land and Chinese lore. For the Chengdu location, the design philosophy evolved out of this historic context.

“蜀道”是一条连接多山崎岖的四川西南部古道。这条标志性的路线，以及围绕它的许多自然和文化宝藏，深深地植根于四川这片土地和中国的传说之中。设计理念就是由此历史背景中衍化出来的。

The new location, on the ground floor of a busy shopping mall, spans 2 floors with a brutalist concrete and glass facade. Brutalism, with its rejection of nostalgia, perfectly balances the metaphor of a journey and rich history of the area.
Like standing at the start of a winding mountainous path, the exterior facade leaves almost everything to the imagination. There are hints of green plants on the second floor, flashes of light filtering through the blocked grid. The facade functions like a cage around the space itself, a powerful, beautiful obstacle.

全新的话梅坐落于成都太古里一个繁忙的购物中心的一楼。由“粗旷主义”混凝土结构和透明玻璃窗包裹的外立面，成为建筑的内外沟通介质，用现代手法与蜿蜒“蜀道”的怀旧元素抗衡着，与当地丰富的历史文化和探索的隐喻形成了完美的平衡。

Once inside, the evolution of the brand, the customer journey, and the shudao become clear. In the center of the store, shoppers are greeted by a huge, ascending path – the shudao. Three unique routes all lead to a centralized high point. As guests walk up the slope, products are easily discoverable stored in open-faced table-like structures that follow the slope of the path upward.

立足于此，犹如站在一条蜿蜒山路的起点，混凝土外立面带来无穷的好奇与想象。当闪烁的光穿过网格般混凝土外立面时，循着光线看到二楼窗边斑驳丛生的绿色植物。外立面仿佛整个建筑的“笼子”，一道震撼而美丽的屏障。

Its sides are textured with Steel racks and provide more opportunities for shoppers to engage with products. The steel shelving, textured stucco above and stainless steel walls call back the chic, uncluttered unity of the other stores, without infringing on this new brand iteration.

踏入空间内部，品牌的演变、顾客的体验之旅，随着“蜀道”变得清晰。不同于传统中庭结构，在空间一层的中心，顾客可以看到一条巨大而向上延申的路——“蜀道”。这条通往二层的必经之路，由三条独特的路径汇聚于此，通向一个集中的高点。

While Li Bai might agree this path is much easier to climb than his ancient shudao, shoppers on a mission will note there is a shortcut via a circular staircase to the gallery-like second floor.

当顾客踏上“蜀道”斜坡时，沿途可以清晰地探索侧方开放式格子中的产品。开放式储藏结构也是沿着 “蜀道”向上而生。
原生钢板货架、抬头而见的肌理涂料与不锈钢墙彰显着别致，毋需赘述的简洁设计与之前的话梅店铺形成统一，保留品牌调性的同时，也强调了这个年轻品牌的更新迭代。

The second floor opens up, where like summiting a mountain, the view is quite different. Greeted by greenery and gently layered curved steel shelves, the sleek semi reflective surfaces provide more momentum and more to discover. Shoppers can expect a slightly more standard cosmetics shopping experience here, and stay curious and engaged with the brand through the energy of the design.

拾阶而上，犹如登峰，迎面的景象豁然开朗。绿色植物与轻盈且错落有致的弧形不锈钢货架，夹道欢迎着顾客的到来，光滑的半反射不锈钢材质吸引着客人继续向前探索。这里顾客将进入一个稍微标准化的彩妆购物体验，但我们通过设计持续吸引着客人的好奇心，不断与品牌进行互动。
Toward the rear of the space, a lab exists where products not tested on animals can be tried. Named We Are All Animals, this space connects the physical experience of being in the store to the e-commerce arm of the brand; products tried here in the lab can’t be purchased, only ordered online.

二层空间的后方，“話梅实验室”将呈现全新沉浸式的体验，这里可以试用未经过动物实验的彩妆产品。被命名为“我们都是动物”的实验空间，将线下购物体验与品牌的线上连接起来; 实验室中所试用的产品并不能即刻购买，目前只接受网上订购。

As HARMAY grows, the need to balance the warehouse-style storage and consumer-facing experience intersect more visibly. It was critical the design incorporated this, and recontextualize the brand’s ethos for a new end-user.

HARMAY話梅“蜀道”的蜿蜒曲折汲取川蜀之地深刻的历史文化背景，为品牌和客户在购物旅程中提供了耳目一新的设计角度。《蜀道难》中，李白曾提问蜀道会通向哪里。在HARMAY話梅的成都店铺，我们可以说，这场探索的旅程才刚刚开始。

The twists and turns of HARMAY’s shudao capitalize on the deep context of its home city and give a refreshing perspective on what it means to be on a journey – for the brand, and the customer. In “The Hard Road to Shu”, Li Bai wonders if the shudao will ever end. With HARMAY’s latest store, it’s safe to say the journey has only just begun.