overall view of the exhibition space ©冯喆凡
In May 2019, a seminar with the theme of “Culture Moutai·Fragrance of China” was held in the headquarters of Moutai group company. The meeting proposed to take Moutai culture as the root, exploring the connotation of “Source of water” and enriching the form of Moutai cultural transmission. HanShen Century Trading Co., Ltd., as a leading company in the distribution industry of Moutai in Wuhan, aims to provide a reliable sales channel, popularize Moutai culture, decided to create the first Moutai cultural experience center in Wuhan. Moutai Town, “good wine need good spring”, Chishui River is the “blood of wine”. For thousands of years, the unique microbiota here has given Moutai brewing environment that cannot be replicated by any other brands of liquor.
space generation ©冯喆凡
The project is located on the first and second floors of the W+ commercial building on the Hanyang World Trade Center in Wuhan. Since the two elevators on the second floor do not lead to the first floor, but to the back side of the commercial building and the underground garage. Hence, the second floor elevator entrance is planned as the company’s front hall, which also belongs to the visiting flow. While exhibition hall on the first floor is the beginning of the entire visit flow. Starting from the viewer’s experience perspective, the flow of the visiting should be a dynamic emotional experience process: attraction, curiosity, surprise, exploration, stop moving, immersion, value recognition and identity trust.
The thinking points are: weaken or hide the column; set the stairs clever. maintain a sense of symmetry on the spatial volume. The extremely limited floor opening condition require each staircase to be carefully arranged, it need avoid the beams and fire pipes while offer enough height. Sometimes, the harsh conditions can bring kind of uniqueness. The left block is the width of the stairs, the right block is to digest the original pillars. The structure of the landing is hidden above on the ceiling. Therefore, it should be close to the height of beam because the floor height could as high as possible.
design analysis of the first floor staircase ©品喆吉尚空间设计事务所
The first floor shows a surreal sense with visual tension, which attracts the eye and gives people an unforgettable first impression, by using arrayed and constituted form to express. Chishui River descends from the ceiling, with the reflection by mirror stainless steel, creating a beautiful scene which metaphors the concept of “Moutai gifted jade water”.
first floor exhibition space ©冯喆凡
189 bottles of Moutai are arrayed in a transparent cabinet. The cabinet design relies on the point, line and surface design rules, it looks like a space installation. Part of the small cavity is a pre-set window for the viewer to take pictures while going upstairs. The glimmer of lighting fills the entire space facade, as a metaphor of microbial community which suspended on the sky above Moutai Town.
stair and the display shelves ©冯喆凡
framed view of the miniature model of the Moutai Village ©冯喆凡
Stepping on the second floor is an aggregation space: the company’s lobby connecting to the elevator hall; separating the moving flows between visiting movement and staff movement. Therefore, we try to make the space have an emotionally perceptible characteristics: reception desk and the wall together create a inclined upward spatial form, visually and psychologically, conveying a sense of dignity and strength. The sofa wall depicts the shape of façade that is abstracted by the old Chinese wine bottles, making the abruptness of the original windows profile be hidden.
company lobby on the second floor ©冯喆凡
details of the LOGO at the reception ©冯喆凡
“Moutai Cultural Experience Hall” and “Hanshen Hundred Years” are setting in a plane composition which modular composed by “MOUTAI”. Space wandering is a kind of emotional brewing processs. The following corridor dark mystery atmosphere will lead people into a state of concentration, like visiting in museum, curiosity is invisiblely stimulated, mind will be focused on the information or exhibits. Besides, minimalist contemporary sense will give people a refreshing feeling about the traditional wine exhibition hall. Knowledge information and products are presented through technology projection which full fill with contemporary aesthetics immersive experience. Therefore, the viewer will involuntary slow down or stop to admire then gain a sense of cultural identity.
multimedia exhibition gallery ©冯喆凡
the exhibition promenade and the staff aisle are separated by a grid wall that has rich cross section ©冯喆凡
light and shadows ©冯喆凡
At the end of the corridor, there is a triangular exhibition space that follow the V-shaped trend of the building. It displayed in front of the viewers with a form of long scroll; taking into account the function of the exhibition of private rare wine collections, it is filled with the elegant aesthetic appeal of Chinese painting. Incorporated by multimedia technology, after the background picture lighting off , the brilliant Moutai cultural poems are presented on the glass surface with splendid special effects, subverting the normal wine viewing experience and bringing people a unique visual and auditory immersion experience. Gradually, sense of trust and identity for the brand and the company is developed.
exhibition area of private rare wine collections like a poetic picture scroll ©冯喆凡
immersive space ©冯喆凡
The following space based on the form of specialty store which required by the winery, displaying various Moutai products. The arc-shaped cabinet hides the column, while the mirror expands the visual sense and gives the space an interesting false illusion effect. The meeting room is presented as an exhibition hall: the shape of the top surface digests the beams; the same design language be used on facade design to create rich lighting levels for the overall space.
meeting room ©冯喆凡
The experience hall is Hanshen Century Trading company’s interpretation of the current wine sales model. It brings a refreshing expression of the wine exhibition to distributors and enterprise. When re-examining that the product signifies culture under the new retail wave, designer willing to create a gradual mental flow experience to explore such topics.
generation of the space ©冯喆凡
文 | 译：冯喆凡
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