WHITEOUT is a curated concept store dedicated to niche skiing brands, situated at the base of the mountains in a ski-themed park in Chongli, Hebei. The store carries a diverse selection of products including snowboards, ski wear, and accessories such as helmets, goggles, and backpacks.
The name "WHITEOUT" refers to the foggy, white-out conditions that occur during heavy snowstorms, where the contours of objects become blurred and indistinct, and depth perception is altered. Inspired by this unique visual phenomenon, the store’s spatial design employs semi-transparent materials to evoke an atmosphere of visual ambiguity. The display system is designed to accommodate a large inventory while avoiding both visual clutter and excessive enclosure, allowing light and spatial continuity to flow throughout.
Intersecting Grids and Display Logic
The architecture of the site features two intersecting grids offset at a 45-degree angle. The primary display cabinets and secondary service spaces—such as fitting rooms and storage—are arranged along these two grids, resulting in a dynamic spatial composition.
There are three distinct types of display units:
· Low and elongated cabinets for smaller accessories like goggles and helmets.
· Medium-sized cabinets for snowboards.
· Tall cabinets (up to 1.8 meters) for hanging ski wear.
Each display unit is carefully scaled to suit its function and its effect on sightlines and circulation. These units are organized in a stepped sequence from low to high, allowing visitors entering from the main entrance to take in a panoramic view of the merchandise. The use of frosted resin panels creates a semi-opaque backdrop, with merchandise appearing as soft silhouettes—intriguing and inviting, yet maintaining an orderly, clean visual effect.
Arranged in a zigzag formation, the display units echo the motion of a skier carving down a slope. The interaction between the layout and the skewed architectural grid creates a sense of movement and tension throughout the space.
Design Language & Detailing
The design of the display units is inspired by sleds and snow vehicles commonly seen in snowy northern landscapes. The base of each unit features brushed stainless steel profiles, whose sharp, blade-like lines enhance the impression of speed and motion, offsetting the visual heft of the cabinetry.
The cabinets feature a material palette of birch plywood and frosted resin panels. CNC cutting is used to create distinct patterns that integrate structural needs with visual expression. The birch plywood acts as a truss-like support structure, forming an organic frame that metaphorically captures the sensation of "sliding."
The back panels are treated as functional pegboards, enabling flexible arrangement of shelves and hooks. Large 15mm perforations support shelf brackets, while smaller holes accommodate metal hooks. Unlike conventional orthogonal pegboards, the holes are arranged in a hexagonal grid, subtly referencing snowflake patterns. This modular yet expressive system allows for flexible merchandising while embedding a poetic visual narrative tied to the theme of snow.
Information
Location: Chongli District, Zhangjiakou, Hebei Province, China
Project Type: Commercial / Retail
Area: 120 m²
Interior（Architectural） Design: Ao-ArchLab
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