This must-see store playfully brings a touch of ‘Black Mirror’ to the experience of shopping for jewellery and accessories. Jam Home Made, a hip brand popular with younger women and men, here gives physical form to the notion of online shopping, thus blurring the boundaries between the real and the virtual. Outside, starkly unbranded white vending machines, recessed into the shop’s equally spartan walls, dispense the brand’s bestsellers (including rings) 24 hours a day: potential here for spontaneous proposals, we feel!
Inside is where the online/offline distinction is riffed upon with great imagination: onto the walls are projected moving avatars that visitors to Jam Home Made’s homepage have uploaded. The concept is to make it possible to ‘visit’ the brand’s flagship store regardless of your physical location, but of course there’s no substitute for experiencing this innovative space IRL.
Jam Home Made has been kitting out fashion-forward Japanese designs since the late 1990s, along the way collaborating with the likes of Converse, Stussy and BAPE. Alongside Rolex-inspired watches (around ¥30,000) and leather wallets (from around ¥11,000), the current lineup includes jewellery adorned with household fixtures: a silver necklace featuring a sink plug (!) will set you back ¥37,800.