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Zhenhua Luo, the director of WIT Design & Research, was invited to design a pop-up shop named “The Cloud” based on the theme that “A bookstore runs away from home” in December 2021. In this case, bookstores no longer bear too much responsibility to be an iconic architectural representation of the city.
Bookstores are facing challenges in the new area. At the same time, they need solutions to different problems. In this case, Jetlag Books, a pop-up shop, is proposed to attract the interest and attention of the public.
In December 2020, Luo was commissioned to design this space and he devoted six months to focusing on the concept of “disappearing architecture”.

Customer丨Jetlag Books Pop-up Store

Owner information丨Jetlag Books-Ziqiang Lian, Guanru Li

Interior Design丨WIT Design & Research

Lead Designer丨Zhenhua Luo

Design Team丨Gongpu Zhao, Rui Tao, Changxin Tian, Qianxuan Niu, Yaqi Zhang, Wenyi Chen


Branding丨L3 branding

Photography丨One Thousand Degree Image

Project Planning丨Le Brand Strategy Agency

Copywriting Agency丨NARJEELING

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