China Moutai Innenarchitektur eines Einzelhandelsgeschäfts by Scene Aesthetics Design Co., Ltd

China Moutai Innenarchitektur eines Einzelhandelsgeschäfts by Scene Aesthetics Design Co., Ltd is a highly esteemed winner of the very prestigious 2026 A' Design Award in Bronze in Innenraumdesign Competition Category.

BronzeInnenraum· 2026

China Moutai Innenarchitektur eines Einzelhandelsgeschäfts

by Scene Aesthetics Design Co., Ltd

Client: Scene Aesthetics Design Co., Ltd

A' Design Award in Bronze Winner in Innenraum Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About China Moutai Innenarchitektur eines Einzelhandelsgeschäfts

China Moutai ist die Innenarchitektur eines Einzelhandelsgeschäfts von 317 Quadratmetern, die als Markenerlebnisraum für eine Baijiu-Marke gestaltet wurde. Der Entwurf verbindet Produktpräsentation mit interaktiven Installationen. Sorghum und Weizen sind in rhythmischen Anordnungen arrangiert und bringen die regionale Identität zum Ausdruck. Ein Farbrad zeigt, wie sich der Farbton des Schnapses mit dem Alter verändert, und eine Aromawand erläutert die Sauce-Aromen anhand von Grafiken und Duftmodulen. Perforierte Paneele erinnern an die Mikroporen der Tonkrüge und dienen zugleich als Raumteiler. Helle Hölzer, Metalldetails sowie Austerngrau- und Cremeweißtöne bilden die Farbpalette.

The Recognition

About the A' Design Award in Bronze

China Moutai Innenarchitektur eines Einzelhandelsgeschäfts ist Gewinner des A' Design Award in Bronze, einer hochprestigeträchtigen Anerkennung für herausragende Designs, die sich durch Kreativität, Einfallsreichtum und Scharfsinn auszeichnen. Bronze-Gewinner sind reichlich geschickte und auffallend kreative Artefakte, die die große Erfahrung, Fantasie und Findigkeit ihrer Designer belegen. Von China Moutai Innenarchitektur eines Einzelhandelsgeschäfts wird erwartet, dass es ein hochgeschätztes, bewundertes und geliebtes Objekt ist, das bemerkenswert professionell und innovativ ist. Dieses mit dem A' Design Award in Bronze prämierte Design verkörpert bewährte Verfahren in Kunst, Wissenschaft, Design und Technologie und ist hervorragend in seiner Liebe zum Detail. China Moutai Innenarchitektur eines Einzelhandelsgeschäfts befriedigt Bedürfnisse auf großartige Weise, berührt Wünsche, bezaubert Gefühle und spricht die Neugier an.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This project reimagines the Moutai brand experience space around emotional resonance. Moving beyond traditional liquor retail, it creates an immersive setting where personal memories and cultural identity come alive. The design transcends product display by blending narrative, interactivity, and ritual. Through an intuitive design language, it embodies the brand ethos of celebrating defining life moments and honoring personal stories, turning a simple transaction into an emotional bond.
Dimensions & Packaging: 317 square meters
Tags: Moutai Brand Experience Space, Ecological Logic of Water, Soil, Air, and Microflora, The Chishui River, Brewing Ingredients, and Liquor Flavor Profile, Traditional Chinese Patterns, Wood Application, Soft Color Scheme, Tiered Brand Element System
Production Technology: Light natural woods like maple, oak, and beech account for 45 percent of the palette, evoking warm Eastern elegance. Metal makes up 20 percent, used for joints and detailing to enhance modern sophistication. Oyster gray and off white finishes comprise 30 percent, evoking visual calm and spatial breathability. Signature brand red is kept under 5 percent, reserved for key identifiers or focal installations. All materials prioritize environmental responsibility, durability, and tactile quality.
Design Challenge: The core innovation is a living, interactive space that translates the biological traits of baijiu, such as respiration and evolution, into spatial forms and sensory engagement for the first time. Moreover, a tiered brand element system ensures consistency and adaptability across flagship stores, boutiques, and dedicated zones. Meanwhile, three traditional Chinese patterns are reimagined to seamlessly blend intangible cultural heritage aesthetics with modern retail contexts.
Research: As consumption upgrades and the experience economy grows, premium baijiu brands must move from functional value to emotional resonance. As a national cultural symbol, Moutai aims to enhance cultural depth and contemporary relevance through spatial expression. To support brand strategic transformation, the design aligns with the desires of Generation Z and high net worth individuals for ritual, personalization, and cultural belonging, redefining the relationship between the brand and consumers.
Inspiration: The design grows from the living nature of Moutai baijiu, expressing its continuous respiration through earthenware micropores and the gradual flavor evolution over time. It also draws on the natural logic of the Chishui River Basin, integrating water, soil, air, and microflora into spatial design and installations. Three traditional Chinese patterns symbolize hospitality, craft heritage, and flowing sauce aromas. Together, they form a spatial language that blends nature, time, and culture.
Project Duration: The first flagship store is expected to open in Singapore in June 2026.
Operation Flow: The space features multiple interactive installations. Sorghum and wheat are arranged in rhythmic arrays to reinforce regional identity. A dynamic color wheel illustrates how the Moutai hue evolves with age. A flavor wall decodes the complexity of sauce aromas through visual graphics and scent modules. Perforated screens inspired by the micropores of earthenware jars emulate the slow breathing of aging baijiu, functioning as both spatial dividers and poetic metaphors.
Team Members: Wendong Zhou,
Liandan Cui,
Qilin Yang,
Jingfan Chen,
Rugui Qiu,
Shuidong He,
Zuoxiu Zhang