BEN MOO, a Chengdu-based brand with over three decades of expertise in traditional custom woodworking, has grown from modest beginnings into a company known for its extensive wood product offerings. The brand’s unwavering commitment to quality and user respect remains central to its operations.
Project Name: Chǐ (foot)
Studio Name: Jumgo Creative
Project Location: Chengdu, China
Design Time: July 2023
Completion Time: May 2024
Design Services: Strategy / Brand / Space / Furnishings
Chief Designer: Holy He
Executive Designer: Chi Huang
Customized Brand: BEN MOO (www.benmoo.com)
Lighting Consultant: WOY Lighting
Visual Consultant: SAC Ci-young
Brand Execution: ZZ Media
Space Photographer: Chuan He
The concept for the “Chǐ (foot)” installation arose from a casual conversation between Holy He, founder of JUMGO Creative Design, and BEN MOO’s director. The director envisioned transforming an underutilized outdoor space adjacent to the current exhibition hall into an experiential area with a distinctive display effect.
A Nod to Tradition
In traditional Chinese measurements, ten cùn (inches) equals one chǐ (foot), and ten chǐ forms one zhàng (ten feet).
The use of measurement units dates back to the late primitive society, with legends attributing their standardization to Huangdi and Shaohao, who also harmonized music and rhythms. These units were originally derived from the human body, with expressions like “a hand span equals one chǐ” and “a finger span equals one cùn.” While these expressions of length were once part of everyday life, they are now rarely used.
Our aim is to rediscover and integrate ancient Eastern wisdom into contemporary design. By using a square with a one-chǐ (33.3cm) side length as the foundational concept, we unlock a world of design possibilities.
Creating Functionality
The idea evolved into constructing a small tea room, expanding the design from two-dimensional to three-dimensional space. This tea room serves as a pause and rest area, doubling as a display space for various objects. The flexibility of the design allows for the rearrangement of cabinets, tables, seating, and screens to meet different needs, seamlessly integrating into diverse future scenarios.
The design merges the warmth of wood with the strength of metal, and incorporates a custom-developed lighting system. This ensures the space remains both artistically appealing and functionally adaptable to various demands.
Exploring Possibilities
We envision this space as more than just an infinitely expandable “building”; it’s also an experiment in “publicity.” It reflects BEN MOO’s professional approach to product design, along with the courage and determination to continuously explore new technologies and trends.
Every detail is infused with our intentions, resulting in a space that is truly unique.
Within these limited dimensions, we strive to create limitless possibilities. With genuine intent, we aim to offer users experiences unlike anything they’ve encountered before.
