Jomoo is a kitchen and bathroom manufacturer with a dominating position in the Chinese market. Employing a workforce of more than 10.000 people, its operations directly cope with a growing demand from the rising young Chinese middle class for residential interiors design, thus setting new standards in people’s taste and lifestyle.
When Jomoo asked to our office to design an exhibition pavilion for the most important yearly event they take part to, it seemed obvious to connect the project with some of the company’s key-values. Eventually the concept developed in a perimeter wall bordering the pavilion, a combination between the abstraction of European design and the anguish-free pragmatism of Chinese culture. Reusable, resilient and adaptive to many different configurations, this wall appears as a deformed serial and archaic geometry, shaped around the random combination of thousands of open sided cubes. Rather than an enclosure, it’s an attracting skin incorporating a value-related narrative element. Its symbolic dimension expresses meanings such as repetition - symbol of continuous refinement and perfect detailing as well as obsession for big numbers and big achievements - futuristic purity - from its shape resembling a sci-fi artifact - and playful irony of a childish game.