Legendary outdoor lifestyle brand Snow Peak has unveiled a groundbreaking multi-functional retail showroom in the heart of Suzhou's historic city center, China. The innovative 628-square-meter space, designed by renowned architecture firm KiKi ARCHi under the leadership of architect Yoshihiko Seki, represents a new paradigm in retail design that seamlessly blends commerce with hospitality.
The showroom, completed in 2025 and located on the ground floor of the luxury MATRO Department Store at No. 211 Changjiang Road, Huqiu District, embodies Snow Peak's core philosophy of connecting people with nature. Beyond showcasing the brand's signature camping gear, outdoor apparel, and hiking equipment, the space integrates a sophisticated café corner to create a hybrid environment that encourages visitors to experience the outdoor lifestyle indoors.
The design team, including Saika Akiyoshi, Takahito Yagyuda, and Tianping Wang, faced significant challenges in creating spatial integrity while organizing circulation patterns and conveying the brand's distinctive identity. The location, adjacent to the mall's central walkway and elevator hall, required careful consideration of foot traffic and customer flow.
KiKi ARCHi's response centered around the innovative concept of "elevation shift," a creative interpretation of changing natural landscapes. The architects sculpted a man-made "hill" in concrete that injects vitality and a sense of discovery into the retail environment. This undulating terrain invites visitors to reconnect with the earth and rediscover the world beneath their feet, creating an immersive experience that transcends traditional retail boundaries.
The display strategy revolves around the theme of "wood," drawing inspiration from forests and campfires that are central to the outdoor experience. Timber elements of varying heights are strategically arrayed throughout the space, serving multiple functions as display platforms, seating areas, and structural supports. These wooden elements pierce the concrete slope vertically, creating dynamic connections between people, products, and space while encouraging subtle forms of interaction.
The intersection of the concrete "slope" and wooden "forest" elements creates two distinct zones within the showroom. The "aboveground" area functions as an open space for shopping and leisure activities, while the "underground" features a carefully designed gravel landscape. Together, these elements render the façade like a geological cross-section, articulating the intersection of time and space while creating striking contrasts of texture and tone.
For daily operations, the showroom employs a flexible, non-fixed display system that allows staff to easily adjust product arrangements, keeping the customer experience fresh and engaging. Products are thoughtfully presented across the slope, columns, and walls, while comfortable seating is strategically arranged on the flat floor areas. This layout evokes the concept of "climbing for the view, resting at the base," mimicking the natural rhythm of outdoor exploration.
The project was brought to life through the collaboration with Suzhou HaiYiDa Construction & Decoration Co., Ltd., and the stunning interior photography was captured by Ruijing Photo Beijing. The careful balance between human intervention and natural form creates an environment where visitors become immersed in the ambiance of camping while enjoying the aroma of freshly brewed coffee.
This innovative retail concept captures the poetic spirit of "urban hiking," successfully reestablishing a harmonious coexistence among people, nature, and thoughtful design. The Snow Peak showroom at MATRO Department Store stands as a testament to how retail spaces can transcend mere commerce to become experiential destinations that embody a brand's core values and lifestyle philosophy.
