China Moutai Innanhússhönnun verslunar by Scene Aesthetics Design Co., Ltd is a highly esteemed winner of the very prestigious 2026 A' Design Award í bronsi in Innanhúss- og sýningarhönnun Competition Category.
BronsInnanhúss· 2026
China Moutai Innanhússhönnun verslunar
by Scene Aesthetics Design Co., Ltd
Client: Scene Aesthetics Design Co., Ltd
A' Design Award í bronsi Winner in Innanhúss Category
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The Design
About China Moutai Innanhússhönnun verslunar
China Moutai er 317 fermetra innanhússhönnun verslunar sem sköpuð var sem upplifunarrými fyrir baijiu-vörumerki. Hönnunin sameinar vörusýningu og gagnvirkar innsetningar. Dúrra og hveiti er raðað í taktfastar raðir til að tjá svæðisbundna sjálfsmynd. Litahjól sýnir hvernig litblær áfengisins breytist með aldri, og bragðveggur útskýrir sósukennda ilmtóna með grafík og ilmeiningum. Götóttir skermar minna á örholur leirkrukkna og þjóna sem rýmisskiptar. Ljósar viðartegundir, málmsmáatriði, ostrugrár og beinhvítur áferðarlitur mynda litapallettuna.
The Recognition
About the A' Design Award í bronsi
China Moutai Innanhússhönnun verslunar vann A' Design Award í bronsi, mjög virta viðurkenningu sem veitt er framúrskarandi hönnunarverkum sem einkennast af sköpunargáfu, hugvitssemi og skarpskyggni. Sigurvegarar í bronsi eru ríkulega leiknir og áberandi skapandi gripir sem staðfesta víðtæka reynslu, ímyndunarafl og útsjónarsemi hönnuða sinna. Þess er vænst að China Moutai Innanhússhönnun verslunar sé mjög metinn, dáður og elskaður hlutur sem er einstaklega fagmannlegur og nýstárlegur. Þetta hönnunarverk sem vann A' Design Award í bronsi felur í sér bestu starfsvenjur í list, vísindum, hönnun og tækni og er framúrskarandi fyrir athygli sína á smáatriðum. China Moutai Innanhússhönnun verslunar fullnægir þörfum á dásamlegan hátt, snertir langanir, heillar tilfinningar og vekur forvitni.
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
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