China Moutai 零售店室内设计 by Scene Aesthetics Design Co., Ltd is a highly esteemed winner of the very prestigious 2026 A' Design Award 铜奖 in 室内空间与展览设计 Competition Category.
铜室内· 2026
China Moutai 零售店室内设计
by Scene Aesthetics Design Co., Ltd
Client: Scene Aesthetics Design Co., Ltd
A' Design Award 铜奖 Winner in 室内 Category
Verified Award Winner
Verify Award Status for #181493The Design
About China Moutai 零售店室内设计
中国茅台是一处面积317平方米的零售店室内设计，为白酒品牌打造的体验空间。设计将产品陈列与互动装置相结合，高粱与小麦以富有韵律的阵列排布，彰显地域特色。色轮展示酒液色泽随陈放年份的变化，风味墙则通过图形与气味模块解读酱香风味。穿孔隔断呼应陶坛微孔肌理，同时起到空间分隔作用。浅色木材、金属细节、蚝灰与米白饰面共同构成整体色彩基调。
The Recognition
About the A' Design Award 铜奖
China Moutai 零售店室内设计是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计China Moutai 零售店室内设计将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。China Moutai 零售店室内设计出色地满足需求，触动渴望，迷住情感，并吸引好奇心。
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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