SenseLab has designed a 1,500 sqm retail experience focuses on senses and time inside one of the most important baijiu factories.
In the Hunan province, Xiangjiao Liquor Factory has commissioned SenseLab to work on a full customer experience for their flagship store of baijiu, a typical Chinese liquor.
Various parts of the factory were designed in order to create a series of educational and retail services in which the constant flow of tourists doesn’t disturb the production. The project was made in collaboration with Shanzhen Backyard Art & Decoration Co., Ltd.
Inside the retail space, the product is exhibited not merely as a bottled liquor, but as a mix of culture, rituals, expertise, economy... poetry.
In the factory, visitors will discover olfactive walls made of sorghum waste (baijiu raw material) and music “rounding” and “softening” the liquor taste inside the cellars where giant terracotta jars help the liquor grow old. Throughout the design SenseLab tried to reinvent colour palettes inspired by the historical wood and ceramic traditions and in the same time lean towards the contemporary China.
