China Moutai विपणिकेन्द्रस्य आन्तरिकपरिकल्पना by Scene Aesthetics Design Co., Ltd is a highly esteemed winner of the very prestigious 2026 A' Design Award कांस्यपुरस्कारः in आभ्यन्तर अवकाश एवं प्रदर्शनी अभिकल्पना Competition Category.
कांस्यम्आभ्यन्तरम्· 2026
China Moutai विपणिकेन्द्रस्य आन्तरिकपरिकल्पना
by Scene Aesthetics Design Co., Ltd
Client: Scene Aesthetics Design Co., Ltd
A' Design Award कांस्यपुरस्कारः Winner in आभ्यन्तरम् Category
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The Design
About China Moutai विपणिकेन्द्रस्य आन्तरिकपरिकल्पना
चीन-मौताई इति ३१७ वर्गमीटरपरिमितं विपणिकेन्द्रस्य आन्तरिकपरिकल्पनम् अस्ति, यत् बैजिउ-मद्यब्राण्डस्य अनुभवस्थानाय निर्मितम्। अस्मिन् परिकल्पने उत्पादप्रदर्शनं परस्परक्रियात्मकसंस्थापनैः सह संयोजितम् अस्ति। ज्वारः गोधूमश्च लयबद्धपङ्क्तिषु विन्यस्तौ प्रादेशिकपरिचयं प्रकटयतः। वर्णचक्रम् एकं दर्शयति यत् मद्यस्य वर्णः वयसा सह कथं परिवर्तते, तथा च स्वादभित्तिः चित्रैः गन्धप्रकोष्ठैश्च सॉस-सुगन्धान् व्याख्याति। छिद्रयुक्ताः आवरणपटलाः मृत्पात्रकुम्भानां सूक्ष्मरन्ध्राणि स्मारयन्ति विभाजकरूपेण च कार्यं कुर्वन्ति। लघुवर्णकाष्ठानि, धातुविवरणानि, शुक्तिधूसरवर्णः ईषत्श्वेतपरिष्कृतयश्च वर्णसंयोजनं रचयन्ति।
The Recognition
About the A' Design Award कांस्यपुरस्कारः
China Moutai विपणिकेन्द्रस्य आन्तरिकपरिकल्पना A' Design Award कांस्यपुरस्कारस्य विजेता अस्ति; अयम् उच्चप्रतिष्ठितः सम्मानः सृजनशीलतया उद्भावनकौशलेन तीक्ष्णप्रज्ञया च विशिष्टेभ्य उत्कृष्टेभ्योऽभिकल्पेभ्यो दीयते। कांस्यविजेतारः प्रचुरकौशलयुक्ता उल्लेखनीयतया सृजनशीलाश्च शिल्पकृतयः सन्ति, याः स्वाभिकल्पकानां विपुलम् अनुभवं कल्पनाशक्तिं साधनसम्पन्नतां च प्रमाणयन्ति। China Moutai विपणिकेन्द्रस्य आन्तरिकपरिकल्पना अत्यन्तं मूल्यवान् प्रशंसितः प्रियश्च पदार्थः, उल्लेखनीयतया व्यावसायिको नवोन्मेषयुक्तश्च भविष्यतीति प्रत्याशा क्रियते। A' Design Award कांस्यपुरस्कारं जितवद् एतद् अभिकल्पकार्यं कलाविज्ञानाभिकल्पप्रौद्योगिकीनां श्रेष्ठतमाः पद्धतीः समावेशयति सूक्ष्मांशेषु ध्यानाच्च उत्कृष्टम् अस्ति। China Moutai विपणिकेन्द्रस्य आन्तरिकपरिकल्पना अस्माकम् आवश्यकताः सुन्दरं पूरयति, कामनाः स्पृशति, भावान् मोहयति, जिज्ञासां चाकर्षयति।
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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