Heineken “time tunnel” pop-up dinner

Light, shadow and color in a public space: a glowing white structure appeared on Jiuguang Shanghai plaza—MAOJJ’s Lab Phase 2, an open irregular volume split into experience, rest and sales zones.

Eighty steel plates form the experience area; a top lamp through rotating tinted acrylic casts shifting colors; lower LEDs and cube prisms warp visitors’ shadows. Rest sits in the middle; sales hangs recycled lenses that reflect passersby.

The 2019 theme Injection maps yellow/purple/blue/red sunglasses to chemicals and emotions. Built in a month with LukStudio for over RMB 500k. Founded 2010 for ages 20–30 as decorative eyewear (no in-store refraction), MAOJJ has 535 China stores (60.93% in tier-1/2), annual sales over RMB 2 billion with sunglasses ~60%. Last summer’s Jiuguang lab did ~RMB 500k sales; this year’s goal is RMB 1 million—more about brand image for premium mall leasing (K11, IFC) than pure sell-through.