迪桑特「逐雪阿普瑞空间」（北京）

2026 年 11 月 5 日，迪桑特把「逐雪阿普瑞空间」的首站落在北京华贸中心的全球旗舰店「未来之城」。阿普瑞取自 après-ski，说的是雪道收工之后那一段松下来的时间：雪板靠在门口，人换掉湿掉的雪服，端一杯热的，聊今天滑了哪条线。这个空间要做的，是把那段时间从山上搬到城里——入口做成报刊亭的样子，先领一本「逐雪护照」，再顺着五个站点一关一关走过去。

动线是这场空间设计的主线，五个站点挨得很近，走的却是从看到用的过程。首站重心微控试炼，人靠身体的微调把小球引回位置，考的是滑行里最基础的那点重心控制；第二站极境温控体验，双手贴上去，感受 HEAT NAVI 吸光转热的面料怎么在低温里持续给温；第三站雪感交锋挑战，人直接站上双板模拟器，在固定轨道上完成一组闯关；末站雪后自在定格，是一处按阿普瑞场景布置的休息区，坐下来拍照，动作就完成了。空间里没有一面墙是用来讲参数的，装备摊在动线上，被身体试过一遍才算介绍完。

迪桑特 1935 年在日本大阪起家，品牌名取自法语「滑降」，箭头标识对应直滑降、斜滑降、横滑降三种基本技术，滑雪是它的原点。2016 年安踏集团接手中国业务后，品牌从专业滑雪扩到高尔夫、铁人三项、综训与童装，2025 年在华流水过百亿，2023 年起又成为中国国家高山滑雪队与单板 U 型场地队的装备合作方。近两年它在城市里反复做的其实是同一件事：把雪场的语言翻译成城市人能上手做的动作——2025 年冬天三里屯太古里是「城市滑雪力练场」，2026 年春天华贸是春日花海，到这个冬天，话题重新落回滑雪本身。

档期放在雪季开板前后，这场空间承担的是一次提前占位。11 月初北方雪场陆续开板，雪服、雪镜开始进入购买决策，崇礼和新疆的行程也被排上日历；把体验放进自家门店，等于把「去雪场之前的那次接触」留在了北京城东。传播上的做法，是把线下动作变成可发布的内容：预约走品牌小程序，到场领护照、逐站打卡，集齐后到店换一份定制礼品，每一步都给出一个拍照和发布的由头；话题用「一切始于滑雪」与「逐雪而生」收口，个人的照片被收进同一条叙事里。北京这一站既是样板，也是后续内容的产地——按品牌的计划，这套空间还会陆续落到其他城市。

On 5 November 2026, Descente opened the first stop of its Apres Ski Space at the brand's global flagship store, Future City, in Beijing's China Central Place. Apres-ski is the word skiers use for the hours after the last run: boards leaning by the door, the wet shell swapped for something loose, a hot drink in hand, the day's lines argued over. The point of this space is to move that stretch of time down from the mountain and into the city. The entrance is built as a newsstand, where visitors collect a 'chasing-snow passport' before working through five stations one by one.

The route is the design. The five stations sit close together, but together they carry a visitor from looking at gear to using it. At the first, a balance test, the body makes small corrections to steer a ball back into place, which is the most basic skill in a turn. At the second, a temperature-control station, both hands rest on HEAT NAVI fabric that converts absorbed light into warmth, and the point is to feel how it holds heat in the cold rather than read a number. At the third, visitors step onto a pair of ski simulators mounted on fixed rails and work through a short course. The last is an apres-ski lounge laid out for sitting and being photographed, so the final action is simply to stop. No wall in the space is given over to specification; the product sits along the route and is only introduced once a body has tried it. Because the store itself is built as a continuous loop, the route never reads as a queue: visitors drift between stations in their own order, and the passport only records that they went through.

Descente began in Osaka in 1935, took its name from the French word for descending, and built its mark from the three basic techniques of the straight run, the diagonal and the traverse, so skiing is where the brand starts. After Anta Group took over the China business in 2016, the range widened from ski into golf, triathlon, training and childrenswear, with China revenue passing ten billion yuan in 2025; since 2023 the brand has also supplied the Chinese national alpine ski team and the national snowboard halfpipe team. What it has done in cities over the past two winters is one thing repeated: translate the language of the mountain into actions a city person can perform. In the winter of 2025 it was a City Ski Training Ground at Taikoo Li Sanlitun; in the spring of 2026 it was a flower field inside the same Beijing flagship; this winter the subject returns to skiing itself.

The timing sits around the opening of the snow season, and what the space carries is an early claim on it. In early November northern resorts begin to open, ski jackets and goggles move into the buying decision, and trips to Chongli and Xinjiang go onto the calendar; putting the experience inside the brand's own store keeps that first contact before the trip in the east of Beijing. The communication method turns the offline route into publishable material: booking runs through the brand's mini-programme, the passport and the five stamps give every step a reason to photograph and post, and a custom gift is collected in store once the stamps are complete. Two hashtags, Everything Begins with Skiing and Born to Chase Snow, gather individual photos into one narrative. Beijing is both the prototype and a place where content is made, since the brand plans to take the same space to other cities through the season, and each stop will be read against the first.

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