Osprey IN77 Store, Hangzhou

The design of Osprey IN77 store in Hangzhou draws inspiration from the Colorado residence of founder Mike Pfotenhauer, integrating his reverence for nature with a meticulous pursuit of craftsmanship. The store facade echoes the silhouette of the mountains behind Mike’s home, recreated through naturally oxidized metal to capture the timelessness of the peaks, symbolizing the brand’s enduring connection with the natural world.
Upon entering, visitors are immersed in a natural atmosphere, with greenery surrounding the space and an arched entrance reminiscent of a tree hollow, conveying Osprey’s deep relationship with the outdoors. The spatial concept is centered on vertebral biomimicry, expressing the brand identity as an innovator of backpack carrying systems. Adjustable installations allow flexible arrangements: they highlight product technology in daily displays and redefine circulation paths during special events, creating dynamic exploratory experiences for visitors.
The combination of raw wood and contemporary stainless steel not only extends the brand’s authentic spirit but also demonstrates a precise attention to scientific mechanics. Elements from the brand’s first-ever porch have been thoughtfully incorporated into the service area, fostering a sense of community and a relaxed, engaging customer experience.
Our design avoids blindly following trends; instead, it tells a compelling story about the brand’s core values. Every detail embodies a craftsman’s promise: to make a backpack an extension of the body, not a burden.