China Moutai Ynterieurûntwerp fan Winkelromte by Scene Aesthetics Design Co., Ltd

China Moutai Ynterieurûntwerp fan Winkelromte by Scene Aesthetics Design Co., Ltd is a highly esteemed winner of the very prestigious 2026 A' Design Award yn Brûns in Ynterieurromte en Útstallingûntwerp Competition Category.

BrûnsYnterieur· 2026

China Moutai Ynterieurûntwerp fan Winkelromte

by Scene Aesthetics Design Co., Ltd

Client: Scene Aesthetics Design Co., Ltd

A' Design Award yn Brûns Winner in Ynterieur Category

5,792

Verified Award Winner

Verify Award Status for #181493

View at A' Design Award Press Release Award Badge

Colors

The Design

About China Moutai Ynterieurûntwerp fan Winkelromte

China Moutai is in ynterieurûntwerp fan in winkelromte fan 317 kante meter, makke as in merkbelibbingsromte foar in baijiu-merk. It ûntwerp kombinearret produktpresintaasje mei ynteraktive ynstallaasjes. Sorghum en weet binne yn ritmyske patroanen opsteld om de regionale identiteit út te drukken. In kleurewiel lit sjen hoe't de tint fan de drank feroaret mei de leeftyd, en in smaakmuorre ferklearret de sausaroma's troch middel fan grafiken en geurmodules. Perforearre skermen ferwize nei de mikropoaren fan ierdewurkkrûken en tsjinje as skiedingswanden. Ljochte houtsoarten, metalen details en ôfwurkingen yn oestergriis en gebrutsen wyt foarmje it kleurepalet.

The Recognition

About the A' Design Award yn Brûns

China Moutai Ynterieurûntwerp fan Winkelromte is in winner fan de A' Design Award yn Brûns, in heech prestisjeuze erkenning foar treflike ûntwerpen dy't har ûnderskiede troch kreativiteit, fernuft en tûkens. Brûnswinners binne tige feardige en opfallend kreative artefakten dy't de grutte ûnderfining, ferbylding en betochtsumens fan har ûntwerpers befêstigje. Fan China Moutai Ynterieurûntwerp fan Winkelromte wurdt ferwachte dat it in tige heech achte, bewûndere en dierber objekt is dat opmerklik profesjoneel en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Brûns yntegrearret de bêste praktiken yn keunst, wittenskip, ûntwerp en technology en is treflik om syn omtinken foar detail. China Moutai Ynterieurûntwerp fan Winkelromte foldocht behoeften prachtich, reitsjet winsken, betsjoeveret gefoelens en sprekt nijsgjirrigens oan.

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