HARMAY超市丨中国上海丨AIM恺慕建筑设计

AIM恺慕持续创造零售新体验：位于上海新天地的全新话梅HARMAY超市，模糊了奢侈品和日用品、需求及欲望之间的界限。

超市和杂货铺作为人们最普遍的共享体验之一。对大多数人来说，逛超市是日常生活的代名词，它如此平常却又极易引发强烈的情感共鸣。而另一方面，奢侈品的购买成本与品质更高，只占据大多数人生活的一小部分。在上海新天地街区中，AIM 恺慕建筑设计的全新HARMAY超市则填补了日常生活和梦想之间的罅隙。

AIM architecture continues to innovate retail and consumer experiences. Harmay’s Xintiandi location blurs the line between luxury and commodity, need and want.

Supermarkets and grocery stores are one of our most common shared experiences as humans. A trip to the market is synonymous with daily life, and for most of us, triggers strong emotional responses. Luxury shopping, on the other hand, has a more elevated quality that for most, is taken in doses. In Shanghai’s Xintiandi neighborhood, the new Harmay Market by AIM Architecture fills the liminal space between the everyday and aspirational.

▼视频，video

新天地作为近些年来受到城市快速发展影响的区域之一，从曾经十分接地气的上海里弄和当地社区，摇身变为著名的城市观光地，也是本地人及游客常去的时尚热门购物目的地。人们或在新天地购物中心购买奢侈品、观赏人流，或在当地一流的餐厅大饱口福。HARMAY超市正位于上海新天地的腹地，却与周围的精致奢华形成强烈反差。

受启发于曾经遍布当地的各种集市，Harmay 超市有意被设计为一家有别于寻常高端购物体验的商店。这是一家热闹繁忙，充满活力的超市：它同时贩卖高端面膜、口红，及牛奶、香蕉等日常食品。

Formerly an open-air wet market, Xintiandi received its urban glow-up a few years ago, like many Shanghai neighborhoods, and now is a popular destination for both locals and tourists to get a luxury shopping fix, people-watch on the ped mall, or grab a bite at a top-tier eatery. Harmay Market sits at its heart, in powerful contrast to the glamour that surrounds it.

Inspired by local markets formerly scattered throughout the neighborhood, Harmay Market is intentionally designed to stretch beyond the expectations of a high-end shopping district. It’s a buzzy, high-energy supermarket selling, among other things, both face masks and milk.

▼超市外观，external view of the supermarket ©孙立文

商店的一层外立面通过整面上翻的大型橱窗打开，让室内室外的顾客能不断参与互动。600平米的店铺由上下两层楼展开，它既唤起人们在露天集市及超市购物的熟悉情感，也激发对奢侈品零售的兴奋。经过的路人可以透过巨大的玻璃窗看到琳琅满目的商品，化妆品如同食品一般诱人地展示在定制的“生产桌”上，惹人驻足。尽管话梅HARMAY是一家美妆零售商，但在这家全新的“超市”，就像逛集市一般，顾客可以挑选各类商品，无论是化妆品还是苹果香蕉。

From the outside, big flip-up windows engage shoppers from in and outside the store. With over 600 m2 spread over 2 floors, it captures the emotional feeling of shopping in an open-air market, and the excitement of luxury retail. The facade allows passersby to see the goods as they pass, or stop to inspect the merchandise, enticingly displayed on the ‘produce table’. Although Harmay is a cosmetics retailer, the products for sale in this market aren’t just mascaras and body creams. In true market style, shoppers can select from an eclectic array of goods ranging from beauty products to bananas.

▼一层立面上的橱窗让室内外顾客参与互动，flip-up windows encouraging engagement between shoppers in and outside the store ©Dirk Weiblen

▼开放的橱窗，open window ©Dirk Weiblen

▼一层空间概览，overall view of the first floor space ©孙立文

▼商品展示和细部，commerce display and details © 上/下右：Dirk Weiblen，下左：孙立文

▼楼梯与展柜结合，integration between the staircase and display shelves ©上：孙立文，下：Dirk Weiblen

▼通往二层的楼梯，stair connecting to the second floor ©Dirk Weiblen

二楼的仓库如同其他话梅HARMAY商店一样，既是一个实体店铺，也履行着连接线上零售的使命。如同置身于超市货架区，开放式的陈列桌和巨大的彩色不锈钢货架兼并着仓储和展示的双重功能。地板和墙面由干净的白色瓷砖覆盖，给空间带来清新、活力和现代的氛围。用于分隔空间的透明塑料帘，给人一种仿佛回到老式杂货铺的熟悉感。当顾客们挑选好商品，纷纷加入结账的收银台一字排开，结账打包离开“超市”。

The second floor houses storage – as with all Harmay locations, the store functions both as a brick and mortar shop and an e-comm fulfillment site. Evoking the dry goods section of a supermarket, open faced tables and tall painted steel shelves pull double duty as storage and display. Clean white tile covers the floor and some walls, giving the space a fresh, modern vibe. Clear plastic curtains, a familiar call back to a classic grocery, help divide the space. Once shoppers are ready to buy, they even go through the checkout line.

▼二楼空间入口，entrance to the second floor space ©Dirk Weiblen

▼休息区，rest area ©孙立文

▼二层空间概览，overall view of the second floor space ©Dirk Weiblen

▼彩色不锈钢货架，painted steel shelves ©孙立文

▼收银台，cashier ©孙立文

▼细部，details ©孙立文

整个空间体验时时刻刻让人有置身超市的熟悉和亲切感，但二楼巨大的笼子却有意将人拉回现实，制造一丝不适。在笼子里，购物者可以挑选这些没有经过动物试验过的产品，一个笼子简明扼要地阐释了空间。一块写着“我们都是动物”的镜子标示牌说明一切，这种刻意制造的不适感，微妙地与其余的空间体验冲突但又融合。

While shoppers will immediately recognize all the hallmarks of a supermarket shopping experience, 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.

▼二楼的笼子，cage on the second floor ©上：孙立文，下： Dirk Weiblen

▼笼子内的购物空间，shopping space inside the cage ©Dirk Weiblen

在上海，购物体验就像这个城市一样五光十色。奢华购物与质朴需求，就像浮华与砂砾的激撞。话梅Harmay超市的体验由购物者不同的日常需求驱动着，并为我们留下一个引人深思的问题: 什么是奢侈品，什么是日常商品？这间商店的灵魂和乐趣，也许让购物者们自己回答了这个问题。

Shopping in Shanghai is as dynamic as the city itself. High mixes with low, glitz rubs up against grit. The different daily desires of the shopper are what drives the experience of Harmay Market, and asks the question: what is luxury, and what is a commodity? The spirit, and fun, of the store’s design lets shoppers answer that question for themselves.

▼快递打包区，packaging area ©孙立文

▼一层轴测图，axonometric drawing of the first floor ©AIM Architecture

▼二层轴测图，axonometric drawing of the second floor ©AIM Architecture

业主：话梅 项目地点：中国上海 建筑面积：680平方米 建成时间：2020 设计范围：外立面改造、室内设计 设计总监：Wendy Saunders，Vincent de Graaf 高级主任建筑师：林雅琪 项目经理：徐心懿 室内团队：陈虎、黄骁鸣、焦琰、焦月圆、王尤宝儿 软装团队：王尤宝儿 摄影：Dirk Weiblen，孙立文

Client: HARMAY Location: Shanghai,China GFA: 680 sqm Completion: 2020 Design Scope: Façade Design、Interior Design Design Principals: Wendy Saunders, Vincent de Graaf Studio Manager：Yvonne Lim Project Manager: Cindy Xu Interior Team: Baoer Wang、Jo Jiao、Jiao Yan、Leslie Chen、Simon Huang FFE Team: Baoer Wang Photography: Dirk Weiblen，Sun Liwen