Wenzhong Liquor: A Unique Experience Center

Bringing Chinese Spirits and Culture to Life

Inspired by the wine culture of French and Italian wineries, the design team aimed to bring the spirit of those who are passionate about wine to the Wenzhong Liquor Experience Center. The goal was to create a space where more people could visit and learn about the brewing culture of Jiang-flavour Chinese spirits.

What sets the Wenzhong Liquor Experience Center apart is its unique design and use of materials. The designer incorporated the red main color of the local red Danxia stone and sorghum, the raw material used in the liquor-making process. The interior features elements inspired by the water waves of the Chishui River and the traditional 24 solar terms of Chinese culture. By using a combination of cement, steel, and modern rammed earth, the center seamlessly blends local culture and traditional brewing techniques with a modern industrial aesthetic.

Functionally, the Wenzhong Liquor Experience Center offers a carefully curated tour experience. Visitors can follow a plank road that connects various areas, including the brewing craft hall, enterprise culture hall, wine storehouse visiting trail, central bar, and tasting area. This allows them to gain a deeper understanding of the family brewing culture and the intricate process behind the creation of Jiang-flavour Chinese spirits.

The interior of the building features a span of 78 meters and a width of 28 meters, creating a spacious and open environment. The entrance hall is designed to be relatively enclosed, with separate exhibition and storage areas. The center area serves as the core exchange area, featuring closed wine jar displays and a sea-viewing platform. The building span of 30 meters is dedicated to the wine jar sea area, providing a unique and captivating experience for visitors.

The Wenzhong Liquor Experience Center project began in March 2020 and was completed in October 2020 in Zunyi, China. The design team, led by Liuqiang Feng Zhibo Gong, worked closely with the local business family, the Wangs, who have been producing Wenzhong Jiang-flavour Chinese spirits for over a decade. The center was created to meet the increasing demand for a space that would enhance the customer's tour experience and showcase the rich brewing culture of the region.

The design of the Wenzhong Liquor Experience Center was not without its challenges. The original structure of the self-built factory building had height limitations, which prompted the designer to open a second floor in the core area to create a sense of grandeur. Additionally, the flammability of liquor necessitated the use of non-combustible and flame-retardant materials such as cement and steel, ensuring the safety of the space while maintaining its industrial and modern aesthetic.

The Wenzhong Liquor Experience Center has received recognition for its outstanding design. It was awarded the Bronze A' Design Award in the Interior Space, Retail, and Exhibition Design category in 2021. This prestigious award celebrates designs that exhibit resourcefulness, creativity, and a commitment to improving quality of life.

Step into the world of Wenzhong Liquor and immerse yourself in the rich brewing culture of Jiang-flavour Chinese spirits. Discover the artistry, craftsmanship, and innovation that make this experience center truly one-of-a-kind.