JamLab · Shanghai
A 120-sqm steering wheel installation at Plaza 66, Shanghai — built around a 1913 Tweenie car, with three craft-themed spokes tracing 130 years of motoring heritage.
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A pop-up store for FOOT INDUSTRY in Aranya. Using natural materials and light to build an immersive brand scene, weaving product storytelling throughout the spatial experience.
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FOOT INDUSTRY's first pop-up store in Shenzhen. Where urban energy meets brand identity, creating a brand destination within the commercial complex.
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JamLab is a creative agency focused on brand experience design, founded by Jam Siu, a design director with 18 years of industry experience in Shanghai. We specialize in pop-up stores, immersive spaces and brand events.
Our team of designers, engineers and creatives believes in the power of design to connect people with brands. Every project is pursued with the same passion as our first.
Flowing Footprints
其实收到这个主题时，我脑子里最先冒出来的，是《小王子》里狐狸说的一句话。狐狸说，如果小王子和它建立了连接，它就能在无数混杂的脚步声里，一下子辨认出小王子的脚步声——因为那个声音对它来说，"会像音乐一样"。
这句话让我挺有共鸣的。足下这个品牌的核心是"行走"和"鞋履"，它在物理上是脚印、是足迹；但在情感上，它其实是人在行走时，和地面、和周遭世界产生的一种连接。
所以这次在阿那亚海边，我脑海中的第一个线条，就是想把这种"像音乐一样流动的脚步轨迹"在海滩上呈现出来。我不想做一个冰冷的、纯商业的方盒子，而是做一个有弧度、温和的空间，让大家走进来的时候脚步能自然慢下来，去感受属于每个人自己的、温和的行走节奏。
其实选"圆"，想法也挺朴素的，就是想去掉空间里所有生硬的棱角。
在足下的产品设计里，鞋底和足弓的构造天然就是带有温和弧度的，这种曲线是为了给人提供支撑和舒服的包裹感。当我想把这种产品理念放大到海边的建筑时，我觉得圆是最合适、最不具攻击性的形状。
阿那亚的海边是一片很空旷、很包容的自然环境，一个规规矩矩的方形建筑，有时候会像一堵墙一样，把海风和人流生硬地挡在外头。我用圆形，是想让这个快闪店看起来更温和、更通透一点。它没有死角，没有生硬的转折，海风可以吹进来，视线可以穿过去，社区里散步的人也能很自然地从任何一个方向漫步进来。它不像一个傲慢的商业建筑，更像是一颗海滩上被时间磨平了棱角的鹅卵石，安静地待在那里。
在布局上，我整体设计了一个环形围合的结构。最中心的地方我故意留白了，做了一个露天的圆形天井。产品顺着圆弧的墙面静静地陈列，看着就像一张慢慢转动的密纹唱片。而且，我们在天井中心设计了一把直上建筑顶部"二层"的楼梯，上去之后有一片延伸出来的小空间。这里未来可以做一些很小型的社区活动，比如瑜伽、颂钵，让大家在漫步之余，能有个地方静静地停顿下来，和自己对话。
在动线上，这里没有设置明确的、生硬的出入口，大家在海边散步时本来就是放松、随意的，我也希望访客进到空间里，不需要看什么导视牌，就是很自由地跟着圆弧和楼梯向上向下地漫游。
在光影上，整个外围立面我大量使用了玻璃材质，虽然外面用了一层条形的木栅格来保留一点私密感，但还是充分利用了海边充足的自然光。白天的时候，阳光透过栅格洒进玻璃，在地面上投射出一道道弧形的光斑。这种光影会随着时间在空间里缓慢移动，整个空间感觉是活的，在和海边的自然一起呼吸。
关于芦苇和皮料：我在空间中运用的所有软装、围挡、展示道具和桌椅，其实大面积使用了北戴河当地的芦苇。我一直觉得，做海边的快闪，材质必须要能和这里的自然"链接"在一起。好玩的是，我没有用普通的胶水或铁丝，而是用足下品牌提供的那种标志性的植鞣皮料，把这些质朴的本地芦苇一束束捆绑、固定起来的。让品牌的 DNA 悄悄变成了建筑的一部分。
关于圆形座椅和麻绳：就是大家看到的那组围绕着柱子的圆形座椅，它非常具有艺术感，但制作过程其实相当考究。我先用铁艺反复弯折、精心塑造出那个贴合且环绕柱子的座椅骨架，然后再用麻绳，在每一个交错的节点上一层层地捆绑出艺术造型。这种工艺看起来质朴甚至有些笨拙，但我觉得这种在细微处的较劲和反复打磨，恰好能对应上足下这个品牌一直坚持的"匠心精神"。无论是做鞋还是做空间，手作的温度是机器代替不了的。
最大的启发，来自于足下产品里那种"手工编织的肌理"和"对材质本色的尊重"。
我在研究他们的经典潮流鞋款时，发现他们很擅长用编织、解构的手法，把不同的皮革或者线材组合在一起，而且保留了材质最原始的质感。这让我意识到，做这个空间也不需要用太多现代工业的、过度打磨的精装修材料。
所以这就启发了我想到用北戴河当地的芦苇，去和品牌的植鞣皮做结合；还有用铁艺凹出骨架，再用麻绳去捆绑座椅。这种"用皮料捆绑自然"、"用麻绳编织铁艺"的逻辑，其实就是把足下做鞋子时的那种手艺和工序，放大成了一种空间的语言。鞋子是怎么被一针一线、一捆一扎做出来的，这个空间就是怎么被一节点、一节点构建起来的。
我最偏爱的，其实就是天井中心那把直通二层的楼梯，以及它所带出来的那些不同高度的视角。
我没有刻意给它定义某种功能，而是希望大家进到这个空间里，去自己寻找、感受属于自己的那个角落。比如白天你可以在室内隔着栅格玻璃，静静地看着室外往来的人群和海滩；累了呢，就在中庭随性地坐下来，独享头顶那一小片落下来的天空；或者顺着楼梯走上二层，换个高一点的视线，去俯瞰不远处的绿地和海边。
这些高低起伏、在不同角落安顿下来的细微感受，就是我留在这个 Popup 里最大的彩蛋。它不属于我，属于每一个走进来的人。
Slower Pace, Worn into Life
FOOT INDUSTRY's Shenzhen limited-time pop-up space has officially arrived at MixC World.
Using a cream-white geometric structure as its medium, the space carves out a tranquil haven within the city's relentless pace — offering Shenzhen an urban retreat where one can walk with ease and live at leisure.
Centered on the theme "Slower Pace, Worn into Life," the façade features cream-white three-dimensional geometric modules paired with warm linear lighting strips that trace the building's silhouette after dark.
Step inside, and warm-toned timber wraps every corner. The central display platform and the layered shelving on either side create a symmetrical sense of ritual — like a quiet artisan's workshop.
V-shaped pendant lights cast a gentle glow from above, while hand-drawn sketches of shoe construction and craft annotations on the walls translate the brand's artisan spirit into a visual design language.
Here, choosing a pair of shoes is no longer a hurried decision — it is a long-overdue reunion with your own feet.
Aligned with the theme, the pop-up space showcases the Spring/Summer 2026 collection. The collection draws from the evolving rhythm of contemporary urban life, merging traditional craftsmanship with modern minimalist design. This season places greater emphasis on lightweight breathability and skin-friendly textures, allowing the lines, textures, and details of each shoe to be clearly seen under soft light — step into summer with ease, travel light.
Beyond the Spring/Summer newcomers, previous-season series and a curated selection of evergreen styles are also on display, catering to the varied needs of daily commuting and leisure wandering alike.
In an era that never stops rushing, FOOT INDUSTRY invites you to slow your pace, pause and feel within this warm timber gallery — and find a pair that walks with you through every season, every journey ahead.
驭动传承，礼赞驾乘
On September 1, 2026, ALFRED DUNHILL's "Heritage in Motion" themed limited-time exhibition officially opened at the atrium of Plaza 66 in Shanghai, alongside the unveiling of the brand's new Plaza 66 concept store.
Centered on ALFRED DUNHILL's 130-year heritage in motoring culture, the exhibition's spatial design and curation were led by JamLab. We transformed the 120-square-meter atrium into a monumental steering wheel — with the 1913 Tweenie car as its hub, three themed spokes (Leather / Travel / Metalcraft) radiating outward from a circumferential timeline.
Walking the rim is a journey from 1893 to the present; following a spoke inward reveals the origin and evolution of each craft tradition. The spatial design transforms the brand's motoring heritage into an immersive, walkable narrative.
Specially transported from the UK, the 1913 Tweenie car sits at the exhibition's center, accompanied by archive treasures including the Alfred briefcase, Century leather goods, and motoring coats.
British leather craftsmanship is brought to life on-site, with artisans demonstrating the iconic stitching technique by hand — letting visitors experience up close the accumulation of over 130 years of handmade heritage.
The circumferential timeline traces the brand's journey from its founding in 1893 to today — a story that began with the Tweenie Car in 1913 and continues through over a century of motoring culture, craftsmanship, and innovation.
