After the 2022 Beijing Winter Olympics, people's enthusiasm for winter sports, such as skiing, reignited. As a result, Chongli, a town known for skiing, has resurfaced in the spotlight.

For skiers, Chongli means more than a small town in Hebei. Therefore, a group of passionate skiers devised the idea to establish a unique cafe and bar here. The new business model and local culture have generated interesting collisions and integration. The brand commissioned design firm JUMGO for the strategic design of the project, creating the concept of “North Latitude 41° Ski cellar,” which is the origin of the name “Cang 41.”

The first step in attracting consumers is to have an appealing storefront. In addition to that, the brand design must add value to and enhance the natural surroundings. The prime operating season for Cang 41 is during the snowy winter season, thus, the designer came up with the concept of a "sanctuary in the snow," drawing inspiration from "polar research stations." When you think of this type of structure, research stations usually have angular lines, which are reflected in the boxy shapes of the exterior design. Another notable detail that ensures a visually striking facade is its bold red colour. Passersby can’t help but be drawn to this big red box sitting in the powdery snow.

What happens after one is captivated by the big red box? The design team compares this to a budding romantic relationship, where we are first attracted by the outside but ultimately enchanted by the inside. One might expect that the interior would match the vivid hue of the exterior, but it’s a polar opposite vibe. Once you open the door and step into the space, the warm and welcoming tones, soft curves in the seating booths, and ceiling elements contrast with the cold, snowy world that unfolds before your eyes.

The spatial planning separates the interior into social areas of darkness and lightness, catering to a daytime café and a nighttime bar. Visitors can experience the gradual transition of spatial functions within the limited space, and customers can select the space that matches their mood. The soothing, earthy palette in the cafe, with warm overhead light and curved cushions, beckons customers to settle in for a hot cuppa joe to warm up their tired muscles after hours on the powdery hills. Cozy seating spaces with separating panels and round tables invite customers to relax and wind down, allowing one to minimize outside stimuli compared to the bright, triggering sunlight reflected off the snowy slopes.

If guests visit at night, they can take the illuminated stairway, step in from the freezing wintry evening, and ease into the bar's plush seating booths and comfortable armchairs. Nestled behind the daytime cafe, a long bar runs the length of the room, welcoming guests to grab a chair and huddle in conversation. The tabletop lamps and wall sconces create an intimate atmosphere with a retro vibe. It’s the ideal spot for guests to enjoy a nightcap before turning in for the night after a day of fun in the cold.

A business with a striking exterior and social media-worthy interiors seems like a trendy shop that could lose popularity after the initial hype. To avoid the scenario where Cang 41 becomes an instant hit and then fades from the scene, the designer’s strategy to retain customers is to emphasize product development and attention to detail. From thoughtful lighting techniques to custom furnishings, creative collaborations with artists and impactful product design to establish two distinct environments, the team aims to make every customer touchpoint memorable.

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. Its coasters thoughtfully tie back to its namesake, with North Latitude 41° etched into each coaster; similar branding elements are also integrated into takeaway coffee cups in contrasting hues of red and green. Within its tiny footprint, Cang 41 presents many contrasts and surprises that visitors will surely share with their friends.

With its light and dark combination of social environments, Cang 41 provides the ideal sanctuary for customers seeking refuge from the piercing wintry cold beyond the bright red door. A shopfront in the skiing paradise of Chongli is only just the beginning. The brand is already planning for its next outpost to expand its reach and engage on a global scale.

PROJECT DETAILS

Project Name: Cang 41

Project Location: Chongli, Hebei, China

Project Area: 270㎡

Design Date: 2023.03

Opening Date: 2023.10

Design Firm: JUMGO Creative

Design Service: Strategy, Brand, Space Design, Furnishings

Chief Designer: Holy He

Design Team: Ciyoung Chen, Lemonda Luo, Jekker Zhang, Andy Xing

Photographer: Chuan He