Xian Qin Hui: A Nod to Traditional Chinese Alcohol Culture

Reviving Liquor Legacy through Innovative Space Design

The design of Xian Qin Hui is inspired by the life stories of Qin Hanzhang, a recognized master of liquor in the Chinese alcohol and brewing sectors. The center not only presents his life and contributions but also serves as a platform for alcohol enthusiasts to appreciate good liquor, share knowledge, and spread the culture of alcohol. The space is designed to advocate a scientific drinking and tipsy lifestyle, reflecting the spirit of Qin Hanzhang.

What sets Xian Qin Hui apart from other alcohol retail spaces is its comprehensive approach, with liquor culture at its core. The center is located in a building at the entrance of the 1921 Cultural Industrial Park, which is not allowed for changes. The design team has creatively used this constraint to enhance the spatial appeal. The L-shaped golden high wall at the entrance is like an open scroll, setting the tone for the experience inside.

The interior design of the center echoes the elegant interests of literati, including "stringed instrument, chess, calligraphy, painting, poetry, wine, and tea". The lattice-shaped full-height display cabinets, linear elements, ink treasures, and tea and wine tables all contribute to this aesthetic. Each display panel corresponds to a column display cabinet, drawing on the implied meaning of "seal" to suggest the deep imprint left by Mr. Qin on the Chinese wine industry.

The center is designed to drive sales through culture and experience, reflecting the current trend in many retail spaces. Visitors can learn about the Chinese white wine culture and Mr. Qin's lifelong contributions, promoting the sales of the liquor brand named after Qin Hanzhang. The design of the center utilizes dark gray and black, wooden hue, and gold in a differentiated way, implicitly linking with alcohol making culture and reinterpreting Chinese elements.

The project was a challenge for the design team, as they had to sort out the lifelong contributions of Qin Hanzhang, read works and materials with hundreds of thousands of words, and deeply dig into the Chinese white wine culture. Moreover, the main interior structure and the old architecture with a history of 40 years were not allowed for changes, posing certain difficulties and limitations to the layout and the design. Despite these challenges, the team successfully completed the project in July 2021, after starting in April 2021.

The Xian Qin Hui project has been recognized for its innovative design, winning the Silver A' Interior Space, Retail and Exhibition Design Award in 2022. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. The award is a testament to the design team's remarkable level of excellence, technical characteristics, and splendid artistic skill.