城市的咖啡馆和山林间的脚印，是现代人价值观里的曼妙人生。我仿佛迷失在这两座丛林间。” ——李文强 “The cafes in the city and the footprints left in the mountains and forests both represent the wonderful aspects of modern life. I often find myself lost in between these two worlds.” ——Li Wenqiang

自然性与时间性，是PIG DESIGN从始至今在研究和热衷的话题。无论基础空间的尺度或业态，借助设计的力量，将生机、阳光、记忆、玩乐深刻关联，也重塑自然与商业、文化、社区、城市的可能关系。

定位于户外生活方式集合体，WILD BACK野回恰处在幽静的西湖和熙攘的闹市之间，抵达这里仿佛进入另一个时空。石块、草坡、山脉营造出荒野场景，沿着无限接近自然的营地，如同历经一场未知徒步。

Since its founding, PIG DESIGN has been dedicated to researching and promoting naturalness and timeliness in all its projects. Regardless of the project scale and type, PIG DESIGN harnesses the power of design to create environments that foster vitality, sunshine, memory, and fun, thus reshaping the possible connections between nature and business, culture, community, and city.

Featuring an outdoor lifestyle, WILD BACK is nestled between the serene West Lake and the lively city, offering a different realm for patrons. The natural elements of stones, grassy slopes, and mountains come together to create a wilderness oasis. Exploring the untouched camping ground, visitors will feel like embarking on an exciting hiking trip, filled with anticipation and discovery.

▼项目外观，Exterior view © 戚朔迁

▼入口处LOGO，Logo at the entrance © 戚朔迁

城市Outdoor，找回野性 City Outdoor, rediscover the wildness of nature

坐落黄龙世贸中心的沿街商业界面，占地2000方的WILD BACK，成为杭州户外新地标。通过饮食、装备、活动等多元户外生活方式体验，探索适应未来的经营模式，倡导人们去感受自然、唤醒内在。

Located on the front street of the commercial complex Huanglong World Trade Center, WILD BACK covers an area of 2,000 square meters, establishing itself as a new outdoor landmark in Hangzhou. With its wide range of diverse outdoor lifestyle experiences such as food, equipment, and activities, WILD BACK embraces innovative business models that are future-proof and it strives to encourage people to connect with nature and awaken their inner selves.

▼室外座椅，Outdoor seating © 戚朔迁

▼室外汀步，Outdoor walking path © 戚朔迁

堪称户外界大神的日本品牌SNOW PEAK雪峰，亦将户外装备店入驻于此。其所推崇的“拉近距离、找回野性”，与WILD BACK都市自然主张默契和鸣，在新自然视角的提示下，共同构建有温度的社群价值认同。

SNOW PEAK, a renowned Japanese brand in the outdoor industry, has established an outdoor equipment store in this location. SNOW PEAK’s mission to foster a reconnection with nature and humanity aligns perfectly with WILD BACK’s advocacy for urban nature. Together, these two brands create a sense of community with the friendly value and identity of embracing the natural world.

▼自然的环境，Natural environment © 戚朔迁

延续SNOW PEAK户外精神与WILD BACK荒野主题，PIG DESIGN完成了野回GRILL&EATERY西餐厅的景观、室内、家具全案设计。项目呈现出一种截然不同的转变，但未脱离PIG以往创作的母题：自然。

PIG DESIGN has successfully completed the landscape, interior, and furniture design for the GRILL&EATERY Western Restaurant of WILD BACK, which continues the outdoor spirit of SNOW PEAK and the wilderness theme of WILD BACK. The project showcases a unique shift in design, yet it stays true to PIG’s previous creations by incorporating nature as a theme.

▼店铺门头设计，Shop front design © 戚朔迁

野回GRILL&EATERY旨在打造城市中的荒野空间，对“光鲜亮丽”的现代生活方式做出适当修正。荒野是一个无需修饰的存在，是自然最真实的写照，一个充满挑战与未知的世界，也是赋予生命最深意义的地方。

同时，炭火炙烤的烹饪特色带给人们最原始的舌尖体验，回归人与火的初始关系。将“户外”作为超越功能的美学命题来看待，怀着一份与自然共生的心情走入山林间的餐厅环境，谱写出一条在荒野中进食的故事线。

GRILL&EATERY of WILD BACK strives to establish an unspoiled natural haven within the urban landscape and seeks to make necessary adjustments to the overly refined and polished aspects of modern living. The wilderness represents an unaltered state, showcasing the true essence of nature. It is a realm brimming with challenges and mysteries, offering profound significance to life’s journey.

Moreover, charcoal grilling offers a unique dining experience that takes people back to the original relationship between humans and fire. The “outdoor” has been regarded as an aesthetic proposition beyond its functions in this project. When dining in a restaurant surrounded by nature, one can truly feel a sense of symbiosis with the environment. The overall design of the project aims to create a narrative of dining in the wilderness.

▼入口门廊，Entrance porch © 戚朔迁

自然衍生，随机大于计划 Naturally growing, more randomness less plan

设计的柔韧性被注入商业建筑这一原本最“入世”的建筑类型，以具有包容性的公共庭院赋予空间意义新的升华。如同山间生长的微景观，在建筑与城市之间形成柔和过渡，不仅是视觉的沟通，也是一种意念的存在。

刻录着品牌logo的矮墙，不止于纯装饰性的景观小品，而是隐喻供行人居停的一个微型驿站，虚置在地面之上形成入口关系的暗示。亭廊区亦如野外行进中偶遇的避雨屋檐，1.4米的伸展距离恰好接纳雨丝与阳光的温和渗透。

The design’s flexibility is fused into commercial buildings, which are typically considered the most “worldly” types of buildings. The inclusive public courtyards imbue new meaning into the space, making it a micro-landscape that gently transitions between the building and the city. This not only facilitates visual communication but also creates an ideological presence.

The dwarf wall, adorned with the brand logo, serves a dual purpose. It not only adds aesthetic appeal to the landscape but also acts as a symbolic representation of a miniature station for pedestrians to rest. Placed on the ground, it subtly hints at the entrance. The pavilion and corridor area resemble the rain-sheltering eaves one might come across while exploring the outdoors. The 1.4-meter extension facilitates a gradual and gentle introduction of both rain and sunlight.

▼室内空间概览，Overall view of interior space © 戚朔迁

折叠窗可最大限度消释内与外的界线，也使空间随时间和季节的变化而自行调节室内微气候。踏入WILD BACK，大块岩石如同悬崖，枝桠从斜旁伸出，枝叶大大小小密布，在方寸之地向上生长，充满了生命张力。

Folding windows offer a seamless transition between the indoors and outdoors, while also allowing for natural regulation of the indoor microclimate with the changing seasons. In WILD BACK, the interior features large rocks resembling cliffs, with branches extending from the sides. The branches and leaves are densely covered with foliage at random, creating a vibrant and lively atmosphere in a small area.

▼室内设计充满了生命张力，Interior design is full of vitality © 戚朔迁

▼枝桠从斜旁伸出， Branches extending from the sides © 戚朔迁

室内运用尽量保留原建筑结构和细部肌理的设计手法，呈现由自然天赐并经岁月涤荡的纹路痕迹。定制桌椅如同柴火的堆砌，传递拙朴、粗犷、随意之感。吧台上的酒架，使用大段木材结合灯带，灯带与不锈钢的反射增添立体感。

The interior design of the space aims to maintain the existing architectural structure and textures while highlighting the natural imprints that time has left. The furniture, including the custom-made tables and chairs, is reminiscent of piles of firewood to convey simplicity, roughness, and a casual ambiance. The wine rack on the bar is made of large sections of wood combined with light strips, creating a three-dimensional effect through the reflection of the light and stainless steel.

▼吧台上的酒架，The wine rack on the bar © 戚朔迁

▼定制的桌椅，Customized tables and chairs © 戚朔迁

憨拙之趣，积蓄设计的新动能 A sense of roughness, fueled for design

自称是“野路子”的李文强，往往倾向于先思考项目本身的一个意义，拒绝趋同化而坚持原创的感性，才能够承载难以复制的故事性。本案的概念起点，便始于手绘一张功能性餐桌的有机变体，从中找到接近大自然的就餐氛围，再延展出整个空间的设计逻辑。

Li Wenqiang, a self-proclaimed “unorthodox designer”, prioritizes the meaning of the project itself. He avoids conformity and values originality, ensuring that he can convey a unique narrative that cannot be easily replicated. The project concept began with a hand-drawn organic variant of a dining table, which led to the discovery of a dining atmosphere that is in harmony with nature. From there, the design logic of the entire space was developed.

▼客座区细部，Details of the guest seat © 戚朔迁

越是“粗糙”的地点，也越容易迸发活力并产生粘连关系。对户外的向往，回到原始，回到自然，忘记身份，忘记经验，在自然中遇到不适，通过体验不适感来保持钝感从而找到真正的舒适。抛却精致的平庸，代之以“无名性”的设计自由，打破档次与认知的窒碍，“破圈”商业也在跨屏共振中获得链接人心的力量。

The ruggedness of the environment enables us to unleash our vitality and foster genuine connections. WILD BACK satisfies the longing for the outdoors and provides an opportunity to reconnect with nature and simplicity, away from the complexities of identity and past experiences. Embracing discomfort in nature allows us to appreciate true comfort. By avoiding superficial mediocrity and embracing the freedom of “undefined” design, PIG DESIGN strived to break down barriers of social class and recognition. This “cross-over” approach could also bring people together through cross-over resonance, fostering a sense of unity.

▼椴木木材的使用，Use of basswood timber © 戚朔迁

▼灯具细节，Details of the lighting © 戚朔迁

联想到隈研吾曾为SNOW PEAK打造Field Suite Spa，通过内外无缝连接的20,000个木柴，给人一种普通建筑中没有的“野性”。这一由内而生的通感，也适用于对WILD BACK“林中小木屋”式结构形态的意象阐释，酒窖如一座设计师亲手搭建的木屋，饱经时间雕琢的老木头与随意搭建的临时感营造出巨大反差。

The SNOW PEAK Field Suite Spa, designed by the renowned architect Kengo Kuma, boasts a unique “wildness” that seamlessly connects the indoors and outdoors with 20,000 pieces of logs. This inner openness is also evident in the WILD BACK’s “cabin in the woods” structural form. The wine cellar, made with old wood that has been weathered over time, resembles a cabin crafted by the designer himself casually, creating a striking contrast.

▼夜览，Night view © 戚朔迁

“艺术的眼光，是一种在关注人类生态的大前提下，敏感于具体生命状态，并为这种生命状态寻找直觉形式的视角”。或许功能本身就可以成为美，摒除多余的线条、浮夸的造型，由器物构成细微的触感、物感、观感，切割错置为进入场地的领域感，呈现材料的本真和最佳的归属状态。而基于迭代升级的价值想象，品牌空间以何种形式触达消费者才会激发兴趣和对话？PIG DESIGN相信品牌空间始终将仰赖人的经验、直觉、创造及想象力，WILD BACK正是基于人类的亲自然与共居天性为持续生长的原动力。

“The artistic insight involves a sensitive perspective that takes into account specific life states and seeks to create intuitive forms that align with human ecology.” Perhaps the function itself can be transformed into beauty. By avoiding redundant lines and exaggerated shapes, PIG DESIGN has skillfully utilized utensils to create subtle touches, objects, and perceptions. This approach has allowed them to divide and define the space, presenting the material in its most authentic and optimal state. Brand upgrading has the potential to enhance the value of a company. However, the challenge lies in the form of effectively connecting with and captivating consumers through brand space. PIG DESIGN proposes that the success of brand space is ultimately determined by individuals’ experiences, intuition, creativity, and imagination. WILD BACK emphasizes the innate human desire to connect with nature and cohabitation, thus empowering sustainable development.

▼平面图，plan © 皮爱纪设计

Project information Project name｜WILDBACK Location｜Hangzhou, China Area｜476㎡ Client｜Hangzhou Cuihuhan Investment Co., Ltd. Design company｜PIG DESIGN Website｜pigdesign.art Chief designer｜Li Wenqiang Design team｜Yang Zhiwei, Shen Taotao Construction firm｜Hangzhou Dianchang Decoration Design Engineering Co., Ltd. Lighting design｜Yaank Furniture design｜PIG DESIGN Props design｜Zhejiang Deyao Metal Products Co., Ltd. Logo production｜Jump Time Signage Main materials｜Stone, exposed aggregate, recycled wood board, metal, paint Photography｜Qi Shuoqian Design time｜February 2023 Completion time｜August 2023