JJJJound
2026
Mixed Media
Rayon de Sport is a temporary retail environment created to introduce the New Balance 1890 through a recognizable cultural language.
Drawing from the visual codes of American sneaker retailers of the 1990s, the installation showcases elements such as slat walls, commercial carpeting, apparel and footwear displays. These ordinary retail elements are presented as artifacts and in turn possess a shared visual memory through which the product can be understood.
The sneaker store is treated not as a commercial setting, but as a cultural space; one that has largely lost its relevance throughout the shift toward online consumption.
By restaging this environment in Paris, JJJJound reframes a classically known retail experience as an object of reflection. Rayon de Sport proposes that the mundane carries significance, and that familiarity itself remains a powerful point of reference for introducing something new.
Location:
5 Rue Bailly, 75003 Paris
Opening Hours:
Thursday: 11AM – 6PM
Friday: 11AM – 6PM
Saturday: 11AM – 5PM
