PIG DESIGN continues to push the boundaries of design by seamlessly merging the natural world with urban life. Their latest endeavor, WILD BACK, aims to rekindle the human connection with nature and foster vitality, memory, and fun within the urban landscape.
WILD BACK is a stunning outdoor oasis nestled between the tranquil West Lake and the vibrant city of Hangzhou. Spanning an impressive 2,000 square meters, it has emerged as a new outdoor landmark in the city, located on the front street of the commercial complex Huanglong World Trade Center. The project is a pioneering venture that blends innovative business models with the desire to inspire people to rediscover their connection with the natural world.
At the heart of this outdoor sanctuary, SNOW PEAK, a renowned Japanese outdoor brand, has set up shop. Their mission, centered on rekindling humanity’s bond with nature, perfectly complements WILD BACK’s vision of urban nature. Together, these brands create a community that resonates with the ethos of embracing the great outdoors.
PIG DESIGN has played a pivotal role in WILD BACK’s development, taking charge of landscape, interior, and furniture design for the GRILL&EATERY Western Restaurant. This design brilliantly balances the spirit of SNOW PEAK and the untamed essence of WILD BACK while integrating nature as a central theme.
GRILL&EATERY aims to create a haven of unspoiled nature within the city, providing an escape from the overly polished aspects of modern living. The wilderness theme of the restaurant is symbolic of nature in its purest form, a realm teeming with challenges and mysteries, offering profound meaning to life’s journey.
The use of charcoal grilling as a dining experience offers a unique connection to the primal relationship between humans and fire. The “outdoor” aspect is treated as an aesthetic proposition beyond its functional role, allowing diners to feel a true symbiosis with their environment. The project’s overall design weaves a narrative of dining in the wilderness.
WILD BACK is notable for its flexibility in design, a trait that is expertly incorporated into what are often considered the most “worldly” of buildings, commercial structures. Public courtyards form a seamless transition between the building and the city, facilitating visual communication and creating an ideological presence.
The brand’s logo-adorned dwarf wall serves both an aesthetic and functional purpose, acting as a resting place for pedestrians while subtly marking the entrance. The pavilion and corridor areas mimic the eaves one might find in the great outdoors, allowing for a gentle introduction of rain and sunlight, reinforcing the connection between indoors and outdoors.
The interior design features large rocks resembling cliffs with branches extending from the sides, densely covered with foliage to create a vibrant atmosphere. The furniture and décor evoke a sense of simplicity, roughness, and casualness, further emphasizing the project’s natural and rugged aesthetic.
The project was born from the concept of a hand-drawn organic dining table, leading to the creation of a dining atmosphere in harmony with nature. The rugged environment of WILD BACK promotes vitality and genuine connections, offering an opportunity to reconnect with nature and simplicity away from the complexities of modern life.
WILD BACK represents a refreshing departure from the mundane, embracing the freedom of “undefined” design to break down barriers and foster unity. It’s an embodiment of the innate human desire to connect with nature and cohabitation, ultimately contributing to sustainable development.
Client｜Hangzhou Cuihuhan Investment Co., Ltd.
Design company｜PIG DESIGN
Website | pigdesign.art
Chief designer｜Li Wenqiang
Design team｜Yang Zhiwei, Shen Taotao
Construction firm｜Hangzhou Dianchang Decoration Design Engineering Co., Ltd.
Furniture design｜PIG DESIGN
Props design｜Zhejiang Deyao Metal Products Co., Ltd.
Logo production｜Jump Time Signage
Main materials｜Stone, exposed aggregate, recycled wood board, metal, paint
Visual effects｜Qian Chaofan
Design time｜February 2023
Completion time｜August 2023
Find more interesting projects desiged by PIG DESIGN: pigdesign.art