ARCHITECTURAL FOCUS
A DESIGN ROOTED IN EXPERIENCE
BLENDING DIGITAL AND PHYSICAL SPACES
In a world where online shopping dominates, physical spaces must go beyond simple transactions and create immersive experiences. Aimer Suzhou headquarters embraces this shift, offering an environment that fosters deep brand interaction and connects with people on a human level.
“ In designing Aimer Suzhou headquarters, we sought to create a building that reflects both the brand’ s identity and the evolving nature of commercial spaces,” says Binke Lenhardt, cofounder of Crossboundaries.“ Flowing forms, layered transparency, and multifunctional spaces turn architecture into an extension of the brand itself.”
Location and approach
Situated in Suzhou’ s Fenhu district, between Suzhou and Shanghai, the building benefits from its strategic position as a transportation hub. When Crossboundaries took over the project in 2019, construction had already begun and the basement was completed. The existing scheme, however, did not reflect Aimer’ s evolving ambitions. The design was fragmented, with little programmatic diversity and limited user engagement.
The redesign rethought the complex from the inside out, aligning it with the brand’ s identity and functional needs. The previously compartmentalized layout was reorganized into a multifunctional composition, improving both vertical and horizontal connectivity and creating flexibility for future growth. Between the three main volumes, an organic landscape was introduced, forming two overlapping platforms that act as connective spaces. Outdoor staircases on the south and west lead visitors through this layered environment.
Hybrid program
The headquarters blends commerce, leisure, and work into a continuous experience. Entering from the southwest, visitors encounter Aimer’ s showroom and retail areas, where immersive architecture enhances personalized shopping. From the northeast, a signature staircase leads directly into cultural and exhibition spaces, expanding the building’ s engagement with arts and events.
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