When individual droplets meet the water’s surface—one after another, point by point—they create ripples that embrace, intersect, and merge, weaving an ever-shifting tapestry across the water.
Project Name: Chu
Studio Name: JUMGO Creative
Location: Hall 8, Futian Venue, Shenzhen Convention & Exhibition Center | Design Shenzhen 2025
Exhibition Time: September 2025
Area: 105 sqm
Design Team: Ye Wei, Wang Manyang, Andy Xing, Jene Jian
Photography: He Chuan
In the world of commercial branding, “experience” is too often reduced to interactive installations or visual gimmicks. Rarely is it recognized for what it truly can be: a meticulously designed system capable of conveying a brand’s essence and unlocking its commercial potential.
The CHÙ installation is a collaborative creation by re: museum, JUMGO Creative, and WOY Lighting Design. WOY, dedicated to the craft of light, advocates for designs that integrate light with people, space, and art—cultivating visual environments that soothe both body and mind. This exhibition is their collective response to the fundamental question of what experience means: When a space becomes a living system we can feel and participate in, how does that reshape the relationship between brand and individual?
PART 1: Experience Over Form—Design Begins Before the Technology
For Jumgo Creative, the heart of design lies in shaping experience and atmosphere, not in showcasing the latest technology or chasing novelty. This philosophy aligns seamlessly with WOY’s approach. The design team treats light not as a fixture, but as a phenomenon dependent on its medium. They let light be perceived through space, materials, and human interaction, focusing instead on “creating the conditions for light to happen.” Technology—the sensors, the lighting rigs—is deliberately hidden. Even the response time when touching the table surface is subtly delayed. This intentional slowing of perception draws visitors deeper into the experience, making technology a quiet enabler rather than the main event.
PART 2: Shaping an Intangible Presence—Scale, Boundaries, and Atmosphere
The vaulted ceiling, soaring 4.5 meters high, is the spatial anchor—tall enough to feel expansive, yet intimate enough to avoid intimidation. It becomes a canvas for the interplay of light and shadow. Curved walls fragment the space into semi-private niches, creating what the designers call “open boundaries.” They gently separate visitors without blocking sightlines or the flow of sound and light, striking a balance between inward focus and communal openness. Nowhere does this space rely on logos or slogans. Instead, through scale, rhythm, and the careful negotiation of boundaries, it projects a character defined by restraint and invitation.
PART 3: A Space Designed for Staying—Not Just Passing Through
Spanning roughly 12 by 7 meters, CHÙ deliberately undermines the typical trade fair logic of herding visitors along a prescribed path. This is a space engineered for lingering. The floor is soft with grass; low wooden benches encircle a central pool. Every detail, from the thoughtfully calibrated table heights to the open central area designed for shared gatherings, invites visitors to pause, observe, and connect. The goal is to stretch the lifecycle of an experience—to shift the brand’s role from passive display to active facilitator of emotional connection.
PART 4: From Solo Act to Collective Creation
When a single touchpoint is activated, the response is subtle and predictable. But as multiple visitors engage—with varying force and intention—the ripples on the water begin to layer and interfere. The patterns projected onto the dome above become a living artifact of collective participation. Experience evolves from “an individual operating a device” into “a group shaping the space together.” Light itself transforms into a public phenomenon. In this setup, the space is no longer a one-way channel between brand and person; it becomes a medium through which people connect with each other.
Conclusion: True Breakthrough Begins with Understanding People
Jumgo Creative has long anchored its practice in the synthesis of commercial value and visual communication, positioning itself as a catalyst for brand development. While CHÙ doesn’t showcase products or sales figures, it builds an immersive experiential system that allows a brand to be felt, understood, and embraced—creating commercial value that is more elastic and enduring. This installation offers no definitive statement about light. It is, instead, a declaration of design philosophy: an exploration, through the medium of light, of how we relate to space, to others, and to the brands that shape our world. It is design’s way of building a sustainable foundation for brand meaning.
