At Harvey Nichols Pacific Place in Hong Kong, Studio Four IV redesigned the department store around the integration of physical retail, digital inventory and personalised services.
Previously distributed across two floors, the store was consolidated onto a single 42,000 sq ft level. Despite the reduction in physical space, the concept extends access to the retailer’s wider product offer through digital interfaces integrated throughout the customer journey.
The project combines architecture, product display, technology and services within a retail environment designed to connect in-store browsing with Harvey Nichols’ online platform.
From two floors to a 42,000 sq ft omnichannel store
The consolidation of the store onto one floor required a different approach to both product presentation and circulation.
Rather than attempting to accommodate the entire inventory within the reduced physical footprint, the concept combines a curated in-store selection with access to additional products through touchscreen interfaces positioned throughout the space.
Customers can browse merchandise physically and continue exploring the wider inventory digitally, scanning and saving products as they move through the store.
When not being used for browsing, the screens display catwalk shows, editorial films and curated product selections.
A storefront combining stone, glass and digital interfaces
The relationship between architecture and technology begins at the storefront.
The façade combines narrow sections of stone with illuminated glass rods, creating a repeated composition across the exterior.
Interactive touchscreens integrated into the windows allow customers to browse products and use QR codes to access additional information.
Large glazed areas simultaneously maintain visual connections between the shopping centre and the activity inside the department store.
Physical and digital retail within the same customer journey
Inside, sightlines were opened to improve visibility across the single-level store.
Digital screens provide orientation, while circulation routes and lighting contribute to guiding customers through the different departments.
The technological theme is also translated into architectural details. Fine metal inlays within the stone flooring, linear patterns in bespoke rugs and the overhead lighting framework reference the geometry of electronic circuit boards.
The physical store concentrates on curated collections and emerging labels, allowing products to be experienced directly, while the digital component extends access to the wider Harvey Nichols inventory.
Flexible fixtures for fashion and menswear
Studio Four IV developed a collection of bespoke display fixtures for the fashion departments.
Rather than reproducing individual branded environments for every label, the system establishes a consistent Harvey Nichols identity while providing the flexibility required to accommodate changing collections and brands.
The menswear department follows the same principle with a more compact product selection.
A digital waterfall marks the entrance to the area and introduces the e-tunnel, where touchscreen interfaces play a more prominent role in browsing the collections.
A unified identity for the beauty department
The beauty department adopts a similar approach to flexibility and brand presentation.
Instead of organising the area exclusively through individual branded concessions, the design introduces a more unified Harvey Nichols environment. Individual beauty brands are framed by distinctive gold structures that create continuity across the department.
Digital screens provide additional brand and product content, while dedicated areas accommodate demonstrations and tutorials.
The same integration of physical display and digital communication extends into the watch department.
Personal shopping and digital services complete the experience
At the centre of the store, the ready-to-wear department surrounds an interactive lounge where customers can access the Harvey Nichols website.
The digital system is complemented by personal shopping services. Customers can browse independently, connect with a stylist or receive individual consultations and product recommendations.
Products can subsequently be ordered for collection in store or delivered to another address.
Fitting rooms incorporate adjustable lighting that can be modified according to different garments and requirements, while more private areas are dedicated to personal shopping and VIP consultations.
Through the combination of a reduced physical footprint, flexible display systems and digital access to a wider inventory, Harvey Nichols Pacific Place treats the department store as an interface between physical and online retail rather than as two separate shopping environments.
Project: Harvey Nichols Pacific Place
Location: Pacific Place, 88 Queensway, Hong Kong
Design: Studio Four IV
Area: 42,000 sq ft