Press Release
Scene Aesthetics Design Co., Ltd Receives the Bronze A' Design Award for China Moutai Global Retail Store in Interior Space and Exhibition Design
The international grand jury of the 2025 - 2026 A' Design Award & Competition recognizes Scene Aesthetics Design Co., Ltd for interior space and exhibition design
FOR IMMEDIATE RELEASE
COMO, Italy, April 28, 2026 /DesignNewswire/ China Moutai Global Retail Store by Scene Aesthetics Design Co., Ltd has been granted the Bronze A' Design Award in the Interior Space and Exhibition Design category, A' Design Award & Competition has announced. The award was conferred within the 2025 - 2026 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who assessed anonymized entries against predetermined criteria.
What the Bronze A' Design Award Means
The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
About China Moutai Global Retail Store
China Moutai is a retail store interior design of 317 square meters created for a baijiu brand experience space. The design combines product display with interactive installations. Sorghum and wheat are arranged in rhythmic arrays to express regional identity. A color wheel shows how the liquor hue changes with age, and a flavor wall explains sauce aromas through graphics and scent modules. Perforated screens recall the micropores of earthenware jars and act as dividers. Light woods, metal details, oyster gray and off white finishes form the palette.
About Scene Aesthetics Design Co., Ltd
Scene Aesthetics Design Co., Ltd, the first brand SI and experience props design company aiming at aesthetic design and scene construction under the guidance of positioning theory in China, subverted the traditional SI design concept and mode, and created a new era of scene aesthetic design and brand experience marketing. Scene Aesthetic is user-oriented, and design is a specific solution to the problem. Before the design, a large number of researches within the industry and trends outside the industry will be carried out to define the core problems to be solved to ensure that the channel does not deviate, can be landed and can be replicated.
Award Record
This recognition makes Scene Aesthetics Design Co., Ltd a winner of 4 A' Design Awards. The awards span the editions from 2022 - 2023 to 2025 - 2026 of the A' Design Award & Competition.
About the A' Interior Space, Retail and Exhibition Design Award
The A' Interior Design Award is an international interior design competition recognizing good interior designs by interior designers and architects worldwide. The competition is organized within the A' Design Award & Competition and is open to interior designers, interior architects, architects and decorators from all countries. Entries typically include residential interiors, restaurants, hotels, offices, galleries and retail stores. Awarded interior designs are published at https://designers.org/design-category/interior
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/181493
- A' Design Award Page: https://competition.adesignaward.com/181493
- Media Showcase: https://www.designnewsroom.com/!181493
- Laureate Profile: https://designers.org/d/334024
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
###
Fact Sheet
The Work
- Project
- China Moutai Global Retail Store
- Function
- Global Retail Store
- Category
- Interior Space and Exhibition Design
- Discipline
- Spatial Design
- Industry
- Architecture and Packaging & Retail
- Colors
- Peru, Tan, Sienna, Rosy Brown and Maroon
- Images
- 5
The Recognition
- Laureate
- Scene Aesthetics Design Co., Ltd
- Country
- China
- Recognition
- Bronze A' Design Award
- Edition
- 2025 - 2026
- Design ID
- #181493
Credits
- Team
- Wendong Zhou,, Liandan Cui,, Qilin Yang,, Jingfan Chen,, Rugui Qiu,, Shuidong He, and Zuoxiu Zhang
Design Details
- 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.
- 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.
- 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.
- 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.
- Realization and 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.
- Operation and Interaction
- 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.
- Project Duration and Location
- The first flagship store is expected to open in Singapore in June 2026.
- Keywords
- 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
