In Japan, Snow Peak is the leading brand in the camping world. It was founded in 1958 by Yukio Yamai, an experienced mountaineer with the mission of creating rejuvenating natural experiences through premium equipment and clothing. The brand believes that outdoor life serves as an antidote to the stresses of everyday life, providing an opportunity to reconnect with others and ourselves.

Snow Peak will feature with a double participation, within the Sala della Ronda and a special extension staged in an outdoor space at the Fortezza da Basso. They will present their SS24 collection exhibited in the I GO OUT section, along with iconic Japanese-made barbecue equipment and titanium tableware, in an outdoor area. The brand's outdoor spirit will be showcased through a selection of outfits and accessories related to cycling, walking, and camping. Additionally, under the shade of the Snow Peak tent, visitors will have the opportunity to enjoy refreshments and iced coffee provided in partnership with Workshop Coffee.