ANTA GUANJUN “SUNLIT GOLDEN MOUNTAINS” THEME STORE

Strategically targeting the demographic of 30- to 40-year-olds and trail running enthusiasts, ANTA GUANJUN has created its first retail store themed on “Sunlit Golden Mountains.” With the spatial narrative of “Mountain Exploration” as the core, the project is meticulously designed based on the perspective of trail runners, which immerses visitors in an authentic trail-running journey (gazing upon distant mountains—venturing into mountains—wandering through wild mountains—beholding the beauty of mountains), embodying the professionalism of the brand.

Drawing inspiration from the scene of “Sunlit Golden Mountains,” the facade, along with the original corners of the building, perfectly mimics the textures and contours of Chinese mountains; under natural sunlight, it presents a distinctive style that blends majestic natural beauty with a vigorous brand image—leaving a lasting impression on consumers and conveying the spirit of outdoor exploration. Inside, the store features several floors, each with its own character. The first floor focuses on outdoor trail running, displaying shoe installations created in collaboration with artists and offering products across multiple categories (hiking, trail running, skiing, etc.); dark herbal bricks paired with accent lighting, the mirrored ceiling for a visually roomier effect, and natural elements like tree bark textures applied to fitting rooms, collectively create an immersive outdoor atmosphere. The second floor emphasizes all conditions gear and serves as the main shoe area; the “Jacket Bar under the Tree” bathed in natural light becomes a focal point, further reinforcing the unique urban-outdoor vibe. The third floor is tailored for exhibition and experience, while also incorporating a coffee bar, supporting community events, DIY activities, brand showcases, and product launches. As a core circulation hub connecting these floors, the staircase is a key element for the immersive ambience. Designed like a mountain trail, it employs trees and other green plants, uniquely shaped stones, as well as dynamic video projections. As customers ascend, they are transported into a mountain trek—deeply experiencing the trail-running culture and the spirit of exploration at the heart of the brand.