China Moutai Àgbékalẹ̀ Inú Ilé Ìtajà by Scene Aesthetics Design Co., Ltd is a highly esteemed winner of the very prestigious 2026 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Àyà Inú Ilé àti Ibi Àfihàn Competition Category.
IdẹInú Ilé· 2026
China Moutai Àgbékalẹ̀ Inú Ilé Ìtajà
by Scene Aesthetics Design Co., Ltd
Client: Scene Aesthetics Design Co., Ltd
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Inú Ilé Category
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The Design
About China Moutai Àgbékalẹ̀ Inú Ilé Ìtajà
China Moutai jẹ́ àgbékalẹ̀ inú ilé ìtajà tí ó tó 317 mítà onígun mẹ́rin tí a ṣe fún àyè ìrírí àmì-ọjà baijiu. Àgbékalẹ̀ náà so ìfihàn ọjà pọ̀ mọ́ àwọn ohun èlò ìbáṣepọ̀. A to ọkà bàbà àti alìkámà sí ọ̀wọ́-ọ̀wọ́ oníṣesí láti fi ìdánimọ̀ agbègbè hàn. Kẹ̀kẹ́ àwọ̀ kan fi bí àwọ̀ ọtí náà ṣe ń yípadà pẹ̀lú ọjọ́ orí hàn, àti ògiri adùn kan tí ó ṣàlàyé àwọn òórùn oníṣọ́ọ̀sì nípasẹ̀ àwòrán àti àwọn ẹ̀yà òórùn. Àwọn pákó alábùkù-ihò ń rán wa létí àwọn ihò kékeré ti àwọn ìṣà amọ̀, wọ́n sì ń ṣiṣẹ́ gẹ́gẹ́ bí olùpín àyè. Igi aláwọ̀ fẹ́ẹ́rẹ́, àwọn ẹ̀ṣọ́ irin, àwọ̀ eérú oyster àti funfun fẹ́ẹ́rẹ́ ni ó para pọ̀ di àkójọ àwọ̀ rẹ̀.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
China Moutai Àgbékalẹ̀ Inú Ilé Ìtajà jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé China Moutai Àgbékalẹ̀ Inú Ilé Ìtajà yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. China Moutai Àgbékalẹ̀ Inú Ilé Ìtajà ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
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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