Our concept translates the exceptional care that Guiniang invests in the production process into a world of sophisticated materials.

我们的设计理念将贵酿人在酿造流程中于细节把关上极大的投入，直接体现在物质世界中。

Baijiu is the world’s most widely drunk spirit. The Chinese liquor is like none other and is becoming increasingly popular around the globe thanks to its versatility as a cocktail spirit. Some parts of the world, however, have yet to encounter the ‘white alcohol’. Our client, the Guiniang Group, wants this to change. The Shanghai-based company has set its sights on bringing this cult drink onto a new level – on an equal footing with world-famous, international spirits brands. 

Our interior design for the first Guiniang Experience Store in Shanghai shows what happens when you combine a product with a long trad

ition with a modern lifestyle on the highest level. We have created a meticulously curated customer journey through the traditions of Baijiu and the brand values of Guiniang.

白酒是世界上饮用量最多的烈性酒。而中国的白酒尤其与众不同，它作为基酒混合其他饮品发挥多样功能，因此在全球越来越受到追捧。然而全世界并不真正了解这种“白色的酒精”。我们的客户贵酿酒业集团，坚决要改变这种状况。这家来自上海的公司为自己设定了明确的目标，立志将此国民饮品推向一个与全球知名国际烈性酒品牌并驾齐驱的水准。

贵酿在上海开设第一家酱酒体验店，借助我们为其量身打造的室内设计，人们得以见识历史悠久的产品是如何与最高水准的现代生活风尚相结合。

用这种方式，我们为客户精心策划了一场贯穿白酒历史传统、体验贵酿品牌价值的难忘之旅。

Creative thread: The essence of the source

The origins of Baijiu lie in Guizhou, a province of southwest China, which for a long time was considered almost inaccessible to the outside world. Guizhou is a mountainous region, blessed by cascading waterfalls and possessing a mysterious atmosphere – fertile ground for our creative approach that is inspired by water, the source of life and the soul of every good spirit. What is more, it refers to the history of Baijiu that stretches back over centuries.

创意性的指引：起源的本质

白酒源于贵州，一个中国西南部的省份，有很长一段时间人们认为它与世隔绝。贵州山峦叠嶂，有惊心动魄的瀑布景观，更极具西南地区独特的神秘气息——这为设计师们获取创造性灵感提供了理想的温床，让我们得以依循水的灵气、生命的源泉和每一种优质烈酒的精神。室内的陈设还展示了酱香白酒的百年古法酿造工艺。

A good brand is like a good friend

The Experience Store possesses an elegant, saturated and luxurious ambience, while still allowing space for personal privacy: Clients can engage with the high-quality products on display without being disturbed. Overall, Guiniang presents itself as a brand on an international level, as an urbane and sophisticated friend, whom you would be happy to meet for a drink.

好品牌如挚友

体验店内酒酿氛围浓郁、陈设典雅而豪华。此外它还为客户提供相当大的私密空间：品酒者能够安心享受品质卓绝的酿造产品。这些都从整体上显现出贵酿是一个具备国际水准的品牌，一位人情练达、能与之交杯换盏的朋友。

Tempting customer journey

As a still young brand, Guiniang wishes to conquer its home market before moving onto international markets. Both things are only possible with the very best Baijiu! The elaborate distilling process, treasured ingredients, a high product quality and an exclusive production volume are the core brand values of Guiniang that encounter visitors to the store. Moreover, an enticing customer journey tempts you to forget the world around you and dive deep into the world of Baijiu. This is possible across many different areas of the new Experience Store – in the lobby, at the tasting bar and at the display shelves that hold the brand’s hero products. Against this backdrop, you can experience the entire spectrum of high-quality Guiniang products, including precious single vintages.

充满诱惑的客户之旅

作为尚属年轻的品牌，贵酿集团希望先打动自己的家乡，再征服国际市场。这两个目标都只能以最好的白酒来实现！他们恪守“工不辞烦、材不吝贵”古法酿造的匠心精神，同时不放弃对一流品质和现代化高产量的追求，让体验店的访客们领略到贵酿的核心价值。此外，人们在“旅途”浮想联翩、忘记自己周围环境中的一切，深深沉浸在酱香白酒的世界中。由我们大师操刀设计的体验店内，处处都能有此体会——无论是大堂、品鉴吧区域还是陈列镇店之宝的酒架上。顾客们通过这种方式，领略到贵酿高品质酱香白酒的全部产品系列，甚至包括个性化单独装瓶的定制产品。

Brand experience on an international level

Our concept translates the exceptional care that Guiniang invests in the production process into a world of sophisticated materials: Everything is crafted in a very precise and high-quality way – from marble floors to an elaborate lamellae ceiling, designed to recall the overlapping silhouettes of the Guizhou mountains. The warm lighting we have chosen reflects the natural colours and gently conducts the client through the store. For the high-quality creations by Guiniang and the exclusive brand experience, we have used unique shapes, layers and materials – as unique as the taste of a high-quality Baijiu.

国际水准的品牌体验

我们的设计理念将贵酿人在酿造流程中于细节把关上极大的投入，直接体现在物质世界中：从大理石地板到形似贵州重重山峦的叶片式天花板，一切都显得尤其精细且制作高端。我们选择暖光照明，反映出大自然的颜色，如水一般温润地引导顾客穿行。设计中我们为贵酿的高品质创新及独特的品牌体验，采用绝无仅有的外形、层次和材料——就像优质白酒的品味一样独一无二。