Bringing the Scandinavian Outdoors Indoors for Whistler and Weather Report Together
Sports Group Denmark’s outdoor showroom brings Whistler and Weather Report together in a shared environment inspired by nature, activity and Scandinavian outdoor life. The interior draws the outdoors inside through raw materials, greenery and natural light, creating an authentic setting for product presentation. The result is a dynamic showroom where durability, functionality and brand identity shape the visitor experience.
Client
Sports Group Denmark
Project
Outdoor showroom Silkeborg, Denmark
Size
600 m²
Two Outdoor Brands United Under One Roof
The showroom is designed to house two distinct brands while presenting a coherent overall experience. Whistler and Weather Report each have their own clearly defined areas, allowing their individual identities and design philosophies to come through. At the same time, the spatial composition ensures a natural connection between the zones, creating a unified narrative rooted in outdoor life and activity. An open and welcoming entrance provides visitors with an immediate overview, making orientation intuitive and the transition between brand areas seamless.
Dynamic Exhibition Landscapes That Encourage Exploration
A central aisle functions as a shared exhibition landscape, transforming circulation space into an active display area. Podiums at varying heights create a dynamic rhythm and act as small stages for curated product presentations. This layered setup encourages visitors to move through the showroom, pause, and explore the collections from multiple perspectives. Elements from the previous showroom have been reused and adapted, extending their lifespan while reinforcing a responsible and practical approach to the fit-out.
Materiality Inspired by Nature and Outdoor Life
The interior draws heavily on materials associated with the Scandinavian outdoors. Wood, stone-like surfaces and metal details create a robust yet refined backdrop that reflects the functional qualities of the products. Green plants and natural light add warmth and softness, ensuring the space feels welcoming rather than technical. The material palette supports the brands’ focus on durability and performance while maintaining a calm, balanced atmosphere.
A Functional and Cohesive Showroom Experience
Beyond aesthetics, the showroom is designed to support both sales and exploration. Clear sightlines, intuitive circulation and strong product visibility make it easy for visitors to engage with the collections. The balance between shared exhibition zones and brand-specific areas creates flexibility while maintaining clarity. The completed showroom offers a cohesive experience where nature, activity and product storytelling come together — strengthening both Whistler and Weather Report within a unified, outdoor-inspired environment.
