Creating a place like Camp 4, where people gather and then depart.

As Mr. Touge was articulating his vision for the new venture on that plot of land to various people, someone's comment struck a chord: "That sounds like Camp 4, doesn't it?"

A scene from Camp 4

Camp 4 is a campground in Yosemite National Park, considered a sacred site for climbers and hikers from around the world. There's a natural flow where those who are already there act as hosts, welcoming newcomers as guests. When a host leaves, a guest who has stayed on then becomes the new host, welcoming the next wave of guests.

Having experienced Camp 4 firsthand, Mr. Touge felt that this cycle of "welcoming visitors with what you can offer, and those who were welcomed in turn welcoming the next arrivals with their own talents" closely resembled the culture of Niseko. This inspiration led to the birth of Camp&Go in 2019.

Camp&Go consists of six sections, including SPROUT, with three available for shops to occupy. Each section is called a "site," like in a campground. And the people who work there are affectionately known as "campers." This name embodies the hope that they will share their time together like friends met at a campsite.

The shops bring together campers who create their own unique lifestyles by blending Niseko's "outdoors" and "life."

The initial tenants were Pyram Organics & Plants, a select shop for organic foods and houseplants; STRIDE LAB NISEKO, which sells trail running shoes and promotes healthy running; and Mizuno Cycle Shop, for bicycle repairs and parts.

Pyram Organics & Plants

STRIDE LAB NISEKO

Just like at Camp 4, where people gather and then move on, some campers have found new opportunities to enhance their own activities here and have since departed for new places.

Then there's the WHITE WALL ROOM, a white space that serves as a gallery for pop-up shops and exhibitions. Furthermore, in the outdoor space called TUNNEL VIEW, located behind the area between SPROUT and the new building, events like weekend markets are held.