The lifestyle label JNBYHOME by Chinese designer brand JNBY has opened a “restaurant” in Hangzhou. To be precise, it is an immersive space that is decorated with JNBY furniture and homeware, as well as art installations. Between 29 September and 19 October, you can visit the pop-up in the Tianmuli art space in Hangzhou, Zhejiang.
The space is arranged as a restaurant taster menu with areas on various floors representing courses in a meal. The ground floor, arranged as a kitchen is the appetiser, and mock food presented on plates are laid out on tables. The main course is, of course, the home space that is fully decked out in JNBYHOME products, except for the garments on the rack presumably being from JNBY.
With its colourful and egg-themed modern décor, the pop-up ever so slightly resembles the lair of the Batman villain Egghead from the 1966 TV series but is more “eggsquisite”. With a large egg-shaped plaster installation holding a gashapon capsule vending machine for cookies (one spin per purchase), egg-shaped doorways and a larger egg-shaped capsule called the “egg room” where people can sit at a table that holds 4 eggs, eggs are certainly a major theme of the immersive space.
JNBYHOME was launched in 2016 by JNBY to expand to the designer lifestyle market through homeware. With its core value of “live lively”, the Hangzhou exhibition is part of the brand’s AW24 “unfiltered life” campaign. The campaign focuses on the real lived experience of the home instead of the glossy visual representation. Focusing on small things from “real” daily life like housework, the campaign and the immersive experience both bring colour into the everyday. Meanwhile, having fruit and veg-shaped pop-up sponges as gifts for social media tagging is apparent to show the dedication of the lifestyle brand to the small things in life.
