始祖鸟2025秋冬橱窗及DP设计丨中国丨PILLS

2025年8月，随着始祖鸟全新Beta AR Jacket的正式发布，PILLS受邀为其打造的秋冬橱窗陈列已在全国各大城市一百余家门店同步亮相，并将持续展出至10月初。

In August 2025, with the official launch of Arc’teryx’s all-new Beta AR Jacket, PILLS was invited to design the fall-winter window displays, which have been simultaneously unveiled at over a hundred stores across major cities in China. The displays will remain in place until early October.

▼橱窗正视概览，Front overview of the window © 白羽

本季橱窗设计以“笃行,无问风雨”为核心叙事，将实验室般的科技测试置入城市街头，全面展示新一季 GORE-TEX PRO ePE 面料的耐磨性与轻质结构，为公众带来一次从橱窗延伸至山野的沉浸式体验。

Centered around the core narrative of “Calm in the Storm” this season’s window design integrates laboratory-like technological testing into urban street settings. It comprehensively showcases the abrasion resistance and lightweight structure of the new GORE-TEX PRO ePE fabric, offering the public an immersive experience that extends from the storefront to the wilderness.

▼橱窗沿街视角，Window display street view © 白羽

全新 Beta AR 山地硬壳：更轻、更强、更耐磨

The New Beta AR Jacket: Lighter, Stronger, Longer-lasting

ARC’TERYX 始祖鸟诞生于加拿大海岸山脉，以植根高山的专业、硬核户外装备闻名。Beta AR Jacket 作为品牌最具代表性的经典款式之一，长期以来都是“全能山地硬壳”的代名词。本季发布的新款，采用始祖鸟与 GORE-TEX 联合研发的 GORE-TEX PRO ePE 独家面料，在功能与耐用性上再次实现突破。作为一件能抵御风雨、减轻负重的山地硬壳，Beta AR Jacket 的设计逻辑不仅关乎功能，更并置了一种平衡，让ePE薄膜面料的轻盈感与结构创新带来的耐用性并存，传递了始祖鸟“不断进化与突破”的品牌精神。PILLS 的橱窗设计正是从这一理念出发，将科技测试演绎为公共叙事，使橱窗成为生活美学与工艺精神交汇的舞台。

ARC’TERYX was born in the coastal mountains of Canada and is renowned for its professional and hardcore outdoor gear rooted in alpine environments. As one of the brand’s most iconic classic styles, the Beta AR Jacket has long been synonymous with the “all-around mountain hardshell”. The newly released version this season adopts the exclusive GORE-TEX PRO ePE fabric, jointly developed by ARC’TERYX and GORE-TEX, achieving another breakthrough in functionality and durability. As a mountain hardshell designed to withstand wind and rain while reducing load, the Beta AR Jacket’s design logic not only prioritizes functionality but also strikes a balance, allowing the lightweight feel of the ePE membrane fabric to coexist with the durability brought by structural innovation. This embodies ARC’TERYX’s brand spirit of “continuous evolution and breakthrough.” Inspired by this philosophy, PILLS’ window design transforms technological testing into a public narrative, turning the window into a stage where lifestyle aesthetics and craftsmanship spirit converge.

▼橱窗外观近景，Window display exterior close view© 白羽

笃行，无问风雨

Calm in the Storm

橱窗设计的灵感源自ARC’One制造工厂，在这座承载始祖鸟工艺精神的工厂中，各类机械臂持续进行耐磨、拉伸强度与抗扭应力等一系列超越行业标准的严苛测试，技艺、知识与经验在此交织，推动着品牌科技不断进化。PILLS 将这种“硬核测试”转译为公众可见的橱窗舞台，营造出一个既理性又富有张力的实验场景，让顾客直面 Beta AR Jacket 经受重重打磨的过程。

The inspiration for the window design stems from the ARC’One Manufacture. In this manufacture that embodies ARC’TERYX’s craftsmanship spirit, various robotic arms continuously conduct a series of rigorous tests exceeding industry standards—including abrasion resistance, tensile strength, and torsion stress resistance. Skills, knowledge, and experience converge here, driving the continuous evolution of the brand’s technology. PILLS translates this “hardcore testing” into a publicly visible window stage, creating a rational yet dynamic experimental scene that allows customers to witness the Beta AR Jacket undergoing numerous rounds of refinement.

▼橱窗主展示界面，Main window display© 张玉婷

整体橱窗以代表高山苔原的灰绿色系为基调，延展出六种色彩，并模仿岩石肌理，象征高山徒步复杂的地形和多变的气候环境，营造冷峻的自然氛围，让观者在都市街头也能拥有置身山野的想象，感受大自然的张力。侧板、地面、天花与背景被统一为一个整体，消解了局部与背景的割裂，使橱窗成为一幕完整的沉浸式舞台。同时，整体色调也与本季新品的橄苔绿配色自然呼应。

The overall window uses a gray-green color palette, reminiscent of alpine tundra, expanded into six shades. It mimics rock textures to symbolize the complex terrain and variable climatic conditions of alpine hiking, fostering a stark natural atmosphere. This allows viewers on urban streets to imagine themselves in the wild and feel the power of nature. The side panels, floor, ceiling, and background are integrated into a single unit, eliminating the separation between individual elements and the backdrop, and turning the window into a complete immersive stage. Meanwhile, the overall color scheme naturally echoes the olive-moss green of this season’s new collection.

▼完整的沉浸式舞台，A complete immersive stage© 白羽

橱窗背景被设计为阵列式排布的布面测试墙，将徒步过程中容易划破衣物的枝条、砂砾、岩石等自然元素置于布后，持续刮擦前方的布料，却始终无法将其刺破或损坏，进一步强调了面料的耐用特性。在细节上，我们特别选取了高海拔生长的植物作为视觉符号，呼应本季Beta AR Jacket专为3000m高山徒步而生的定位。通过机械运动辅以背光效果，这些松枝、果实被转译为动态元素，构建出橱窗的场景感，让人产生置身山野徒步运动的想象，在有限的空间中放大感官的沉浸式体验。

▼布面测试墙运动示意图，Fabric testing wall diagram © Pills Architects

▼背景墙爆炸轴测图，Exploded axonometric of background wall © Pills Architects

The window background is designed as an array of fabricated background. Natural elements that easily tear clothing during hiking—such as twigs, gravel, and rocks—are placed behind the fabric. These elements continuously scrape the front fabric, yet never pierce or damage it, further emphasizing the fabric’s durability. In terms of details, we specifically selected plants that grow at high altitudes as visual symbols, aligning with the Beta AR Jacket’s positioning this season—tailored for alpine hiking at 3,000 meters. With mechanical movement complemented by backlighting, these pine branches and fruits are transformed into dynamic elements, building a scenic context for the window. This evokes the imagination of being in the wild and hiking, amplifying the sensory immersive experience within the limited space.

▼装置与背景墙近景，Installation and background close view© 张玉婷

▼背景墙机械能装置细部，Mechanical device of background wall detail© 白羽

在橱窗的核心位置，Beta AR Jacket 悬挂于近乎隐形的轻质机械杆件上，呈现其结构创新带来的轻盈感。“模拟测试”从服装在实际穿着过程中最易产生磨损的部位切入，以装备为圆心，环绕设置三组机械臂，不断以旋转打磨的方式模拟户外运动中的常见磨损场景：背包肩带的反复摩擦；岩石表面的擦磨；山野植物的刮蹭。机械装置的持续运动，不仅将“高磨损场景”具象化，为橱窗注入动态表现力，更直观传递出新一代PRO级面料在复杂山地环境下的性能提升。

At the core of the window, the Beta AR Jacket is suspended from nearly invisible lightweight mechanical rods, showcasing the lightness brought by its structural innovation. “Simulated testing” focuses on the areas of the garment most prone to wear during actual use. Centered on the garment, three sets of robotic arms are arranged around it, continuously rotating and abrading to simulate common wear scenarios in outdoor sports: repeated friction from backpack shoulder straps, scraping against rock surfaces, and scratching from wild plants. The continuous movement of the mechanical devices not only materializes “high-wear scenarios” and injects dynamic expression into the window, but also intuitively conveys the performance enhancement of the new generation PRO-level fabric in complex mountain environments.

▼Beta AR Jacket细部，Beta AR Jacket detail © 白羽

在门店的室内重点展示（DP）区域，我们进一步强化了山野意象和科技感空间语言的融合，去除布面墙背板，将机械运动装置裸露出来和高山植物在视觉上并置，与轻韧纤薄的面料形成鲜明对照。钢质的机械臂、运转中的连杆与传动装置为陈列增添了一分工业色彩，科技化的展示语言与服装采用的高性能面料自然呼应。

In the key display (DP) area inside the store, we further strengthen the integration of wild mountain imagery and tech-inspired spatial language. The fabricated background is removed, exposing the mechanical movement devices and visually juxtaposing them with alpine plants—creating a striking contrast with the lightweight, thin fabric. The steel robotic arms, operating connecting rods, and transmission devices add an industrial touch to the display. This tech-driven presentation language naturally resonates with the high-performance fabric used in the garment.

▼门店入口与橱窗夜景，Storefront and window night view© 白羽

结语

Conclusion

ARC’TERYX 2025 秋冬橱窗设计是一次将空间叙事、机械装置与品牌精神融合的实践。此次橱窗设计在叙事上延续了品牌“探索极限，追求卓越”的精神，在形式上则通过科技感装置与自然意象的并置，将高性能面料的耐磨性与轻质结构，转化为公众可直接感知的体验。

The 2025 fall-winter window design of ARC’TERYX is a practice that integrates spatial narrative, mechanical devices, and brand spirit. Narrative-wise, this window design carries forward the brand’s spirit of “Explore Limits and Pursue Excellence”. Form-wise, it juxtaposes tech-inspired installations with natural imagery, transforming the wear resistance and lightweight structure of the high-performance fabric into an experience directly perceptible to the public.

▼橱窗夜景概览，Window overview at night© 白羽

橱窗不仅是产品的展示容器，更是一种品牌叙事—— 讲述 Beta AR Jacket 如何在极端户外环境陪伴使用者，抵御风雨，笃定前行。本次橱窗设计方案在整体氛围上既传递出品牌的硬核科技感，也渲染了山野的自然情绪，科技感的空间语言、高山意象与高科技面料彼此呼应，使观众在都市街头也能联想到户外徒步的真实场景与体验。橱窗由此成为一座精神坐标，将始祖鸟“探索极限，追求卓越”的品牌精神，以诗意而坚毅的姿态传递给每一位观者。

The window is more than just a container for product display—it is a form of brand narrative. It tells the story of how the Beta AR Jacket accompanies users in extreme outdoor environments, keeps them calming in the storm, and supports them in moving forward with determination. In terms of overall atmosphere, this window design not only conveys the brand’s hardcore technological vibe but also evokes the natural mood of mountains and wilderness. The tech-driven spatial language, alpine imagery, and high-tech fabric echo each other, allowing viewers on urban streets to envision the real scenes and experiences of outdoor hiking. Thus, the window becomes a spiritual landmark, conveying ARC’TERYX’s brand spirit of “Explore Limits and Pursue Excellence” to every viewer in a poetic yet resolute manner.

▼橱窗夜览近景，Window close view at night© 白羽

项目名称：始祖鸟2025秋冬橱窗及DP设计

业主单位：ARC’TERYX始祖鸟

设计时间：2025年7月

设计单位：PILLS

主持设计师：王子耕

设计团队：汪曼颖、刘晨瑶、刘师麟、叶梓、孙康淳、陈浩然、代立

策划团队：张旭、姜星竹

致谢：bespoke.Sur-MesureEngineeringStudio

摄影：白羽、张玉婷、刘师麟

编辑：袁琳娜、陈香凝

Project Name:ARC’TERYX 2025FW Window & DP Design

Client:ARC’TERYX

Design Date:July 2025

Design Firm:PILLS Design

Lead:Zigeng Wang

Design Team:Manying Wang, Chenyao Liu, Shilin Liu, Zi Ye, Kangchun Sun, Haoran Chen, Li Dai

Curatorial Team:Xu Zhang, Xingzhu Jiang

Acknowledgements:bespoke. Sur-Mesure Engineering Studio

Photography:Yu Bai, Yuting Zhang, Shilin Liu

Editors:Linna Yuan, Xiangning Chen