Beauty retailer Harmay has unveiled its new store look in Xintiandi, Shanghai, “blurring the line between luxury and commodity, need and want”.

Designed by AIM architecture, the Harmay Xintiandi concept is inspired by the local wet markets. Spanning 600sqm and two stories, the store features an eclectic array of goods ranging from beauty products to bananas. 

“Harmay Market is intentionally designed to stretch beyond the expectations of a high-end shopping district,” the design company said in a statement. 

The store’s exterior features large flip-up windows, creating an open-air feeling of the traditional market. Inside the store, products are displayed on the ‘product tables’, resembling supermarket shopping experience. 

The second floor houses storage – as with all Harmay locations, it functions both as a brick-and-mortar shop and an e-commerce fulfilment site. 

The Cage’s design is intended to throw off familiarity and comfort. In the cage, shoppers can find products not tested on animals, and the space is just that: a cage. A mirrored sign declaring We Are All Animals drives home the point.

“Discomfort clashes intentionally yet subtly with the rest of the experience,” said AIM architecture.