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C

“Everyone has his own preference. Many out- Camping Room. Planned by Wang, the space takes
door lovers enjoy the wilderness more and dislike cues from lifestyle and blends home atmosphere and
Glamping. However, we can’t deny it’s a safer and outdoor equipment. She replicated some home cor-
more comfortable option. Many beginners can enjoy ners of hers and her colleagues’ in the space, and the
themselves through this way.” owners’ passion about music, motorbikes and others
In the blend of Glamping, social media and modern are reflected in the furniture. Besides, the space is
needs for caffeine, the trend of brewing specialty coffee also used for top-tier brands sharing and exhibition.
arises. Taking outdoor environment as a simulated spe- The brand action is not just limited in this space.
cialty cafe is what ABC Camping & Cafe pursues. In addition to their second physical store in Shenyang,
Talking of personal camping coffee experience, which opened at the end of last year, they co-orga-
Wang told us that she makes adjustment according to nized a city forest project called “Plant b” in this
the real needs. “If I just take a backpack and travel light, spring. The project gathered camping and coffee
no choice would be more practical than drip bags and lovers in Hangzhou Botanical Garden and enjoy the
instant coffee. If I drive to a Glamping, I will certainly natural vigor in the spring market. They also rolled
take a grinder, filter and a pot with me.” When we asked out another domestic camping and outdoor brand
if she inquired for the flavor, she nodded. “However, I communication platform called “Plan. C”, inviting
only care about flavor in certain conditions. For exam- brands to explore the future of fashion together.
ple, I have many kinds of beans in hand and I can Since its founding, ABC Camping has never
control the water temperature. If these are not possible, confined outdoor lifestyle with certain pattern or
I am not picky as what I want is just a cup of coffee.” definitions. Instead, they pursue interesting ideas and
Wang believes that the ‘professional’ equipment multiple styles. As Wang said, “ABC” itself does not
shouldn’t be the highlight of Glamping. “Camping is stand for anything. It can be “Always Be Camping”,
not limited by equipment. If you can’t find something or “a_bigcup” (the Instagram ID of the brand). With
more proper, you can take moka pot for home use, as the enrichment of camping, coffee and other content,
long as you can get access to electricity and fire.” In ABC changes from a name to a description, demon-
the store of ABC Camping & Cafe, many customers strating the idea and lifestyle of the founder.
tend to roam and leave with just some items, gradual-
ly enriching their camping equipment.
We can find two types of customers in the store.
Some are professional outdoor players who hunt for
equipment and occasionally order a cup of coffee
here. Some come here for coffee and sometimes get
small items. The age spans from 20 to 55. The store
boasts about nearly 20 coffee equipment brands in-
cluding UNIFLAME, FIRESIDE and Bialetti, covering
different using levels. Some are even called by Wang
the “must-have equipment” for beginners. This year,
the brand will put more focus on the coffee part,
increasing its outdoor image and launching more
special drinks and side dishes.
A Two-way Street

In the nutshell of camping necessity, lies the
concept of “taking indoor appliance to outdoor space”.
While in the brand concept of ABC Camping, home
appliance can go outdoor, and vice versa, camping
can happen in your dining room. The second floor of
the physical store in Hangzhou is designed to be a
permanent exhibition space for the public, named as

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