POSTCODE100028 is a brand shaped by memory, place and the senses. It began with Grace’s childhood in Beijing, and with a simple question: what remains of a city when distance makes it unreachable? During the COVID-19 pandemic, as close friends found themselves unable to return home, the project took form.
At its core, POSTCODE100028 communicates through the five senses. Its products are designed not to explain home, but to evoke it. Through small, familiar sensations. The name 100028 refers to the postcode of the Beijing neighbourhood where Grace grew up.
After nearly seventeen years in the city, one presence stood out for its persistence: the scent of cigarettes. While buildings rise and disappear, this smell lingers in the streets, unchanged. Though tobacco carries undeniable harm, it also holds cultural weight in Beijing, woven into everyday rituals, social codes and local character. As a quiet tribute to the city, tobacco became the main note of the brand’s first collection.
The debut collection included bar soaps and massage oil, and was introduced at an intimate launch in Shoreditch, London, on 8 May. Bringing together 50–100 guests from press and KOL circles, the event marked the brand’s first appearance, a moment where memory briefly took physical form.POSTCODE100028 is a brand shaped by memory, place and the senses. It began with Grace’s childhood in Beijing, and with a simple question: what remains of a city when distance makes it unreachable? During the COVID-19 pandemic, as close friends found themselves unable to return home, the project took form.
At its core, POSTCODE100028 communicates through the five senses. Its products are designed not to explain home, but to evoke it. Through small, familiar sensations. The name 100028 refers to the postcode of the Beijing neighbourhood where Grace grew up.
After nearly seventeen years in the city, one presence stood out for its persistence: the scent of cigarettes. While buildings rise and disappear, this smell lingers in the streets, unchanged. Though tobacco carries undeniable harm, it also holds cultural weight in Beijing, woven into everyday rituals, social codes and local character. As a quiet tribute to the city, tobacco became the main note of the brand’s first collection.
The debut collection included bar soaps and massage oil, and was introduced at an intimate launch in Shoreditch, London, on 8 May. Bringing together 50–100 guests from press and KOL circles, the event marked the brand’s first appearance, a moment where memory briefly took physical form.