China Moutai Igishushanyo cy'Imbere mu Iduka ry'Ubucuruzi by Scene Aesthetics Design Co., Ltd

China Moutai Igishushanyo cy'Imbere mu Iduka ry'Ubucuruzi by Scene Aesthetics Design Co., Ltd is a highly esteemed winner of the very prestigious 2026 Igihembo cya A' Design Award cya Buronze in Igishushanyo cy'Imbere y'Inyubako Competition Category.

BuronzeImbere y'Inyubako· 2026

China Moutai Igishushanyo cy'Imbere mu Iduka ry'Ubucuruzi

by Scene Aesthetics Design Co., Ltd

Client: Scene Aesthetics Design Co., Ltd

Igihembo cya A' Design Award cya Buronze Winner in Imbere y'Inyubako Category

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Colors

The Design

About China Moutai Igishushanyo cy'Imbere mu Iduka ry'Ubucuruzi

China Moutai ni igishushanyo cy'imbere mu iduka ry'ubucuruzi rifite metero kare 317, cyakozwe nk'umwanya wo kumenyekanisha ikirango cya baijiu. Iyi mishushanyirize ihuza kwerekana ibicuruzwa n'ibikoresho by'imikoranire. Amasaka n'ingano biteguwe mu buryo bukurikirana kugira ngo bigaragaze umwihariko w'akarere. Uruziga rw'amabara rwerekana uko ibara ry'inzoga rihinduka uko imyaka igenda ishira, naho urukuta rw'uburyohe rusobanura impumuro za sauce hakoreshejwe amashusho n'ibice by'impumuro. Insika zifite utwobo twinshi zibutsa utwobo duto tw'ibibindi by'ibumba kandi zikora nk'ibitandukanya ibyumba. Ibiti byoroheje ku ibara, uduce tw'ibyuma, ibara ry'ikigina cy'oyster n'umweru utari ukeye byuzuza amabara akoreshwa.

The Recognition

About the Igihembo cya A' Design Award cya Buronze

China Moutai Igishushanyo cy'Imbere mu Iduka ry'Ubucuruzi ni uwegukanye Igihembo cya A' Design Award cya Buronze, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo by'indashyikirwa birangwa no guhanga, ubwenge n'ubushishozi. Abegukanye Buronze ni ibihangano bifite ubuhanga bwinshi kandi bihanga cyane, bishimangira uburambe, ubwenge n'ubushobozi bw'ababihanze. China Moutai Igishushanyo cy'Imbere mu Iduka ry'Ubucuruzi biteganyijwe ko izaba ikintu cyubahwa, gishimwa kandi gikundwa, gifite ubunyamwuga n'udushya. Iki gishushanyo cyegukanye Buronze gikoresha uburyo bwiza mu buhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga kandi kirarenze mu gutaha ku tuntu duto. China Moutai Igishushanyo cy'Imbere mu Iduka ry'Ubucuruzi ishimisha ibyo dukeneye, ikora ku byifuzo byacu, itwara amarangamutima yacu kandi ikurura amatsiko yacu.

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