概念 Concept

2022北京冬奥后，冬季运动的热度再次呈现在公众视野当中，与之伴随的滑雪圣地——崇礼也再次被人熟知。在众多滑雪爱好者的涌入之下，这个曾经的小县城也被赋予了更为特殊的意义，新的商业配套思维与在地文化之间产生了新的碰撞与融合。因此，建立一家足够{特别}与{专业}的咖酒基地的想法在一群热爱滑雪的资深玩家脑中产生萌芽。JUMGO受邀参与了策略设计的打造，建立{北纬41度雪场酒仓}的概念并为其命名“仓41“。

After the 2022 Beijing Winter Olympics, people’s enthusiasm for winter sports, such as skiing, has been reignited. Chongli, a town known for skiing, has also re-catched people’s attention. For Skiers, chongli means more than a small town in Hebei. Therefore, a group of passionate skiers came up with an idea to establish a unique and professional coffee bar in here. The new business mode and local culture have generated new collisions and integrations. The brand has invited JUMGO as one of the founders responsible for the strategic design, creating the concept of “ North Latitude 41° Ski cellar”, which is the origin of the name- “Cang41.”

▼店铺概览，Overall view of the store © 贺川

吸引力 – 超级门头 Attraction

让品牌占领消费者心智的第一步，永远是拥有一个足够吸引人的门脸。不仅如此，好的品牌更需要结合在地环境做出融合，仓41的黄金运营时段一定是雪季来临之时，因此以{极地科考站}为灵感而建立的{雪场庇护所}概念成为了雪白世界当中最为瞩目的存在。

▼定位分析图，site analysis © 浆果创意

The first step in attracting consumers is to have an appealing storefront. In addition to that, an excellent brand needs to integrate with the local environment. Considering the prime operating season of Cang 41undoubtedly is the snowy season, the designer comes up with the concept of a “sanctuary in snow,” drawing inspiration from “polar research stations.” With this concept, the storefront of Cang 41 has been designed to be the most visually striking in a snowy world.

▼门头，The storefront © 贺川

▼门头醒目的红色，Red storefront © 贺川

▼门头细节，Details of the storefront © 贺川

体验感 – 双区设置 Experience

{始于颜值 终于品格}在品牌发展中同为适用，在功能规划当中将全业态融入其中，形成{内}与{外}的关系。通过看似{冷酷}的仓门之后，逆向呈现一个极为{温暖}的场景。

When we talk about romantic relationships, people often say, we firstly attracted by the outside but ultimately enchanted by the inside. The same principle applies to brand development. In terms of functional planning, the designer intends to incorporate various business forms into the space. The relationship between the “inside” and the “outside” is established through an “indifferent” door. Once you open the door and step into the space, a warm scene that contrasts with the cold snowy world will unfold before your eyes in an untraditional way.

▼入口门，Entrance © 贺川

▼内部空间概览，Overall view of interior space © 贺川

{始于颜值 终于品格}在品牌发展中同为适用，在功能规划当中将全业态融入其中，形成{内}与{外}的关系。通过看似{冷酷}的仓门之后，逆向呈现一个极为{温暖}的场景。小而精，是新生品牌的破圈利器。我们希望不同的时段不同的情绪在此都能有自己的一方独立空间。

When we talk about romantic relationships, people often say, we firstly attracted by the outside but ultimately enchanted by the inside. The same principle applies to brand development. In terms of functional planning, the designer intends to incorporate various business forms into the space. The relationship between the “inside” and the “outside” is established through an “indifferent” door. Once you open the door and step into the space, a warm scene that contrasts with the cold snowy world will unfold before your eyes in an untraditional way. Creating a small but exquisite space is an effective tool for a new brand to quickly establish trust with customers. The designer hopes that customers can find their own space within the space, regardless of the time or mood.

▼舒适温暖的客座区，Warm and comfortable guest seats  © 贺川

舒适度 – 外刚内柔 Comfort

从生意角度，我们希望仓41能够足够的{爆火}，但同时又不想它像众多{流量网红}一般昙花一现。因此，对于产品和细节的打磨都成为了体验者{驻留}的关键。

From a business perspective, the designer certainly hopes that Cang 41 can become an instant hit and continue to attract customers, rather than becoming a trendy shop that loses popularity after the marketing hype dies down. The key to retaining customers lies in the products and details. Therefore, the brand places great emphasis on product development and meticulous attention to detail.

▼酒吧区概览，Overall view of bar area © 贺川

▼吧台，The bar © 贺川

▼酒吧客座区，Guest seating area of the bar area © 贺川

通过独立艺术家为仓41量身打造的{种子库}系列装置，更是为冬季的崇礼带来了一丝难得的绿意盎然。

Independent artists have customized a series of installations called “Seed Repository” for Cang 41. This creative concept brings rare greenery to the winter landscape of Chongli, creating a soothing atmosphere that uplifts the mood.

▼种子库，Seed Repository © 贺川

▼种子库装置细节，Details of the Seed Repository © 贺川

为仓41独立开发的家具在符合品牌调性的基础上强调了更多的趣味性。

▼座椅分析图，seats analysis © 浆果创意

The furniture is also independently developed, adding more playful and funny elements while maintaining the brand’s overall tone and style.

▼座椅细部，Details of the seats © 贺川

传播性 – 综合感受 Transmissibility

无论是关于{新品牌}的构建，还是{新店铺}的设计，在经历过众多品牌服务的过程中我们也在不断地尝试更加深入的切入到品牌的商业逻辑当中。去打造出独一无二的商业模式，而不只是{好看}，不断的通过设计与产品的打磨让体验者能够真正的识别到{品牌的态度}。

With the idea of establishing a unique business model, we continuously engage in deeper reflections on business while serving brands. Whether it’s participating in the construction of new brands or focusing solely on space design, our commitment to breaking through in design and products remains unchanged. Beyond aesthetics, we aim to create an experience where customers can truly feel the brand’s meticulous attitude.

▼装饰画与灯具，Decorations © 贺川

▼品牌视觉，Brand vision © 贺川

仓41的建立不仅仅只是一群理想追随者的{生意}，更是为{雪圈}造的一个{理想庇护所}。这一切仅仅只是一个起点，从最开始的小理想到呈现后的快速出圈，{仓}已经初具潜质。这个依托滑雪圣地而生的品牌，已经开始在构建下一个经纬坐标。

Cang41 is not just a business of a group of people pursuing their interests; it is also an “ideal sanctuary.” As a new brand born in the skiing paradise, Cang 41 undoubtfully embrace business potential which is evident from its initial idea to its successful completion and wide popularity. Starting from Chongli, the brand has begun planning for its next store, with the goal of further expanding its influence.

▼夜览，Night view © 贺川