China Moutai 小売店舗インテリアデザイン by Scene Aesthetics Design Co., Ltd is a highly esteemed winner of the very prestigious 2026 A' Design Award 銅賞 in インテリア空間・展示デザイン Competition Category.
銅インテリア· 2026
China Moutai 小売店舗インテリアデザイン
by Scene Aesthetics Design Co., Ltd
Client: Scene Aesthetics Design Co., Ltd
A' Design Award 銅賞 Winner in インテリア Category
Verified Award Winner
Verify Award Status for #181493The Design
About China Moutai 小売店舗インテリアデザイン
「China Moutai」は、白酒ブランドの体験空間として設計された317平方メートルの小売店舗インテリアデザインである。商品ディスプレイとインタラクティブなインスタレーションを融合させた構成となっている。高粱（コーリャン）と小麦をリズミカルな配列で並べ、産地としてのアイデンティティを表現。カラーホイールは熟成年数による酒の色調の変化を示し、フレーバーウォールはグラフィックと香りのモジュールを通じて醤香（ジャンシャン）の香りを解説する。パンチング加工のスクリーンは陶製の甕（かめ）が持つ微細な気孔を想起させ、間仕切りとしても機能する。淡色の木材、メタルディテール、オイスターグレーとオフホワイトの仕上げがカラーパレットを構成している。
The Recognition
About the A' Design Award 銅賞
China Moutai 小売店舗インテリアデザインは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。China Moutai 小売店舗インテリアデザインは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。China Moutai 小売店舗インテリアデザインは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
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
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
