A-COLD-WALL* is a fashion brand founded by award-winning designer Dr. Samuel Ross, known for its industrial, functional, and contemporary aesthetic. Rooted in social commentary, the brand explores innovative clothing inspired by the structure of the modern British working class.

For ACW’s first flagship store in China, we designed The Social Trails System, an experimental pop-up experience that transformed the outdoor mall space into a dynamic, interactive memorial. Acting as a digital wall, the system recorded and displayed the unique traits of all store visitors throughout the weekend. Users could interact with past digital imprints left by others, creating an evolving tapestry of connections that transcended time and space.