HARMAY Expands Retail Footprint with New Changsha Guojin Street Store Designed by Studio Splash

HARMAY, the renowned cosmetics and lifestyle brand celebrated for its industrial-chic aesthetic and warehouse-inspired retail concepts, has opened a striking new location in Changsha. Designed by Studio Splash, the HARMAY Changsha Guojin Street Store establishes a bold architectural presence at the heart of the city’s vibrant Wuyi Square commercial district.

Located specifically on Guojin Street, the new project is strategically positioned within a heavily trafficked underground retail spine. This critical subterranean corridor acts as a vital link, seamlessly connecting busy street-level entrances with underground transit hubs. Marked by a dynamic network of crisscrossing interior corridors, the location serves as a major intersection for pedestrian circulation, drawing daily commuters, shoppers, and urban explorers alike.

Within this bustling underground network, the HARMAY store occupies a prime position on the B1 level. From this vantage point, the design acts as a spatial bridge, connecting the B2 double-height atrium with the north-south ground access routes. This unique spatial context required an architectural approach capable of capturing the fast-paced energy of transit environments while offering an immersive, exploratory shopping experience that has become synonymous with the HARMAY brand.

Studio Splash responded to the challenging subterranean site by developing a design language that draws inspiration from industrial innovation and futuristic exploration. Rather than treating the underground location as a limitation, the design team embraced the site’s cavernous qualities, incorporating distinctive elements like porthole-inspired facade details and a UFO-inspired display island that immediately commands attention. These elements create a playful yet sophisticated tension between the subterranean setting and a sense of cosmic or industrial scale.

The interior layout carefully orchestrates movement through radial shelf arrangements and carefully framed display views. By utilizing radial geometries, Studio Splash managed the complex traffic flows of the multi-directional intersection, guiding visitors smoothly from the main corridors into the heart of the retail space. The interplay between the structural frames of the facade and the central display islands establishes a cohesive visual rhythm, ensuring the store stands out amidst the commercial density of Guojin Street.

Curated by HAN Shuang, the project continues HARMAY’s tradition of collaborating with innovative design practices to transform unexpected urban spaces into cultural and retail destinations. By blending the raw utilitarian qualities of its surroundings with sleek, otherworldly design interventions, the Changsha Guojin Street Store offers a fresh retail experience tailored to the dynamic pulse of Changsha’s premier commercial district.