AJOBYAJO Pop-up

ExhibitionAJOBYAJO2023
Most fashion pop-ups exist as temporary retail fixtures—spaces built to display products, not express identity. AJOBYAJO, however, is a brand defined by exaggeration, humor, and visual play. To carry that spirit into the physical world, Muchang transformed retail floors into sculptural environments that move, react, and behave like the brand itself. Across two major locations—The Hyundai Seoul (2023) and Lotte World Mall (2024)—we built installations that functioned not as décor, but as kinetic extensions of AJOBYAJO’s personality. Visitors didn’t simply enter a store; they stepped into a brand performing in three-dimensional space.

DESIGN APPROACH

Giving physical behavior to a brand built on exaggeration

Our goal was to translate AJOBYAJO’s identity—its humor, boldness, and playful distortion—into physical behavior rather than static form.

Mechanical and anatomical motifs served as a metaphor for the brand’s expressive exaggeration

Sculptural structures created shifting facialities depending on visitor movement

Installations acted as active characters in the environment, not passive objects

The retail space became a kinetic storytelling platform instead of a simple product display

Through this approach, we created a retail experience where the brand wasn’t just seen—
it was performed.

OUR ROLE

- Spatial concept development & art direction
- Sculptural system design and custom fabrication
- Brand experience design across two major pop-up environments
- On-site installation guidance & visual refinement
- Collaboration with AJOBYAJO and venue partners for seamless execution

2023 THE HYUNDAI
A KINETIC EXPRESSION OF AJOBYAJO'S HUMOR

The 2023 installation explored mechanical limb–like forms: oversized, twisting, and deliberately absurd.
These sculptural components wrapped around the retail floor, exaggerating scale and contour in ways that echoed AJOBYAJO’s signature distortion.

Rather than presenting static displays, the space suggested movement and attitude—
a brand that feels alive in motion.

Shoppers encountered a landscape that shifted as they walked, turning the pop-up into an imaginative passage rather than a simple retail zone.

2024 LOTTE WORLD MALL
A PERFORMATIVE EXPRESSION OF AJOBYAJO'S SUBCULTURAL PLAYFULNESS

The 2024 installation shifted away from the mechanical, monochrome language of the previous year and embraced a warmer, more tactile sculptural vocabulary.

Constructed from layered wood, paper, and hand-finished surfaces, the structure carried a sense of crafted imperfection—echoing the brand’s playful irreverence and subcultural roots.

Rather than imposing a single dominant form, the installation unfolded like a growing landscape:

curved planes, stacked volumes, and irregular contours invited visitors to explore the space as if navigating a physical sketch of AJOBYAJO’s imagination.

Other Works

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