Jetlag Books Store, Beijing

When other commercial buildings are all exerting their efforts in the exploration of how to approach customers, WIT Design has managed to find a smarter solution. Through limited use of technology and the presentation of clouds with minimal form but full of tension, pure elegance is achieved.

Far from experiencing jet lag, customers can enjoy a sense of travelling and roaming the world in the bookstore. A reminder of both the numerous magazine stalls that once lined the streets in old Beijing and their sudden and complete disappearance. In contrast, through mapping Jetlag Books has created a pop-up space which reminds people of the lost magazine stall.

The space does not aim to be an “immortal” store, nor do Jetlag books wish to become an immortal brand. Hence, the design returns all the autonomy to the bookstore. People walk into it, not because the space caters to the needs of consumers, but because it reveals itself in the way it does.

Through the concept of “cloud” born out of research of the magazine and its marriage with technology, WIT has created a substantial space that can truly deliver the creative core value of Jetlag Books.