SNOW51 SOLOX (TX HUAIHAI)

Category: Retail - Interior Design
Location: TX Mall, Shanghai, China
Size: 1,500 sqm - L
Year: 2020

SNOW 51 was founded with a bold vision: to ignite a passion for outdoor sports — especially skiing — among urban communities, bringing the mountains into the heart of the city. Atelier I-N-D-J played a key role in this journey, helping shape the brand, design its stores, and guide its business model from the start. With seven Shanghai locations and plans for national expansion, SNOW 51 blends sport, lifestyle, and community.

Dining space with dark tones, mirrored ceiling with white light strips, and crisscrossing truss structure by the windows

Dining space with dark tones, light weight ceiling system with mirror panels and white light strips. Crisscrossing truss structure by the windows

Sporty retail space with Lego-like display shelves and modular showcases, quickly reconfigurable for any event

Indoor skiing space, dramatic ceiling trusses crisscrossing, forming the skeleton of the space

Indoor skiing and dining space combined, with dramatic crossing trusses forming the space’s skeleton

Dark-toned dining area with minimalist mirrored lighting fixtures. Crossing trusses form the space skeleton.

Clothing displayed against a backdrop of perforated stainless steel plates

Its mission extends beyond retail. SNOW 51 fosters appreciation for nature, fitness, and memorable experiences shared across generations. A day at any store might involve grandparents watching kids train while parents enjoy a coffee — true multi-generational engagement.

The brand’s latest concept, SOLOX, combines retail, sports, and dining in one bold, integrated experience. Located in the prominent TX Youth Energy Center on HuaiHai Road, SOLOX occupies a visually striking steel-frame space. Large ceiling trusses and a column-free layout allow for fluid movement across four zones: Shop, Ski, Dine, and Service.

The 1000 sqm space includes 500 sqm of flexible retail with movable displays, adaptable for seasonal events and classes. A neutral color palette and industrial-style details — like factory-inspired lighting and coiled air hoses — give it a modern, functional aesthetic. Translucent curtains subtly separate the dining area while preserving atmosphere and visual connection.