Brand Documentary Magazine No 03 Snow Peak
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Brand Documentary Magazine No 03 Snow Peak
Yukio Yamai, the founder of SNOW PEAK, first started his business of making mountain gear in a small village of Sanjo city, Niigata prefecture. His son, Tohru Yamai later took over the business to expand to lifestyle products and to keep the outdoor products brand evolving. Unlike its competitor with focus on function, SNOW PEAK offers well-designed products that are suitable for everyday use as well. The outdoor products maker takes its approach by vigorously questioning how people should interact with nature.
Brand, balance, and perspective.
B Magazine dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B™s unique insights and in-depth analysis.
B Magazines receives no advertising profits or financial support from the brands it introduces.
- 01:02 INTRO
A climb on a snowy mountain, reaching for its peak.Cold wind as the only company, foot marks on an unbeaten path. My frozen feet unaware of when this path would end. If only I could find a shelter for some rest. This is the way my journey continues.
- 02:24 INTERVIEW 01
The couple has been married for seven years, and they feel closer to each other after they started their new leisure time activity – camping. The beginning campers clearly remember the snowy scene outside their Snow Peak Living Shell tent, with a warm stove between them.
- 03:28 SPACE
Snow Peak offers lifestyle products under the category of “outdoor, garden, and design” in its stores. You can find lifestyle products for use in both wilderness and everyday life. It has thirty stores under direct management in 22 countries. There are three in Korea and 31 dealership stores nationwide.
- 04:34 INTERVIEW 02
He is an actor and a husband. He, a long time user of other camping product brands, confesses how stunned he was when he first encountered with Snow Peak’s beautiful tent - so stunned that he could not even imagine setting up his own tent next to it.
- 05:42 INTERVIEW 03
These two young ladies often work together. They worry that people nowadays tend to rave about camping equipments just like years ago when many would stockpile DSLR cameras. According to these two, too much attention on buying equipments might soon bring fatigue in actual camping.
- 06:46 INNER SPACE
Camping products are usually made for the outdoors. Meanwhile, modern design and functional details allow Snow Peak’s products suitable for our home, working spaces or any other places. Noting such expandability, B took a close look at how some of Snow Peak’s signature products can integrate in various environments.
- 07:70 INTERVIEW 04
This former weekend-golfer is now deeply into outdoor camping. He at first gasped at the price but the more he compares to other brands, the more he turns his eyes for Snow Peak products.
- 08:74 BRAND TO BRAND
Sophisticated colors and design, smart functions and details of Snow Peak attracts campers with distinct tastes. Then what others brands do these people like? B had a closer look on their ways of camping through those brands.
- 09:88 INTERVIEW 05
He is a so-called first generation camper. He says that his mind finds peace and warmth with his Dutch oven on a tripod over his Snow Peak Fireplace – and calls this the perfect blend of design and science.
- 10:97 B’S CUT
For camping products, function comes above all else. But as for Snow Peak, it is even so beautifully designed and exquisite, that it also fits well at our homes, cafes and workplaces. It makes people want to ‘live like them (the lifestyle it creates)’ and not just simply ‘buy them.’ The focus has always been in how people should interact with nature, and insights in the essence of camping paradoxically made Snow Peak’s products suitable for everyday use. Snow Peak is the interface of nature and the modern people. And there we find life.
- 11:112 BRAND STORY
Snow Peak was founded in 1958 by a hardware merchant Yukio Yamai from a small village in Sanjo ciy in Niigata prefecture. Later on the company was handed down to his son, Tohru Yamai, who brought great changes to the company which expanded from merely a mountain gear brand to a brand that creates a whole lifestyle.
- 12:132 CEO INTERVIEW CEO
Tohru Yamai took over his father’s business. What started as a mountain gear store is now evolving into a brand that looks for sustainable balance between human beings and nature.
- 13:146 OUTRO
Camping allows us to interact with Mother Nature and people. Lifestyle Snow Peak suggests, is about finding comfort in nature. It allows us to realize each of our genuine relationships. Where nature, people, and daily life meet, there is Snow Peak.
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