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lights and folding chairs go well with wooden guitar and cloth
decorations. Resembled as an urban Eden, these stores make
camping easier for customers, and generate attention and
revenue due to ‘instagramable’ photos.
However, the city coffee can’t really quench the thirst
for wild land, and camping coffee still tickles the fancy of
many people. To satisfy the eagerness, ABC Camping & Cafe
offers two solutions. As the business agent for 60-70 inter-
national outdoor equipment brands, ABC Camping provides
multiple camping products to create a better wild experience.
Meanwhile, in their first physical store in Hangzhou, they
intentionally set a coffee bar near the full-length window,
where customers can enjoy coffee made by expert baristas.
Popularity Shaped by Habitand Inner Desires

Though booming at the moment, the picture of camp-
ing coffee was quite different in the past, especially in the
last year. On January 12, 2020, ABC Camping kicked off its
formal operation, yet just after one week, it was hit by the
pandemic. About four months later, the brand staggered
back. For the team who planned the project in mid-2019,
the challenge was no easy task. “ABC Camping & Cafe start-
ed trial operation in last October.”

Reset Outdoor Scenario for Coffee

Modern specialty coffee never stops to set an applicable
“third place”, being it the profit-targeted coffee vans which sells
drinks through their windows or the natural land where people
visit during holidays and drink coffee to freshen up themselves.
To provide a space with more freedom and stress-free commu-
nication, cafes tend to set individual seats to make customers
stay longer and attract passers-by with the image of ease. This
trend is especially obvious in Asian, reflected by the opener space
design. In Japan and Thailand, many independent stores take the
availability of garden as a factor for location choice, designing
open-air leisure seats in front gardens and backyards. Some go
even further, setting up reading zones and stairs on lush trees to
The booming include the nature into their operation. In China and South
Korea. Stores tend to simulate an outdoor space inside the con-
Glamping in Asia crete architecture, such as indoor rock gardens and small lush
gardens wrapped in the ceiling.
represents the birth ‘considerate’ store owners set up tents in their gardens,
As camping coffee tops the weekend event list, some
of new lifestyle. solving the issue of choosing a destination and purchasing
equipment for customers. Along the cobbled path, camping

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