Xiangjiao Liquor Factory
Studio: SenseLab + Shenzhen Backyard Art & Decoration Co. Ltd.
Project: Xiangjiao Liquor Factory
Location: Shaoyang, Hunan, China
Category: Commercial Retail
In a very strategic moment of investment on chinese domestic tourism, VATS (one of China’s most honored brands) invited Senselab/Shenzhen Backyard Art & Decoration Co. Ltd. to design a retail experience focused on senses and time inside one of the most important baijiu factories.
We designed a sequence: starting with the workshop to experiment the production, through the customised retail dedicated to precious products, continuing with the sense experience till the retail area. The heart of the project is the sense-experience: four different displays play with the sound – reminding the traditional way used to age the liquor; with the smell – diffusing the fragrances of the rough material used to make the liquor; with the touch. Inside our retail space the product is not merely a liquor in a bottle but a mix of culture, rituals, expertise, economy… poetry.
The factory itself offered numerous stimulants we transformed into sensorial peculiarities and qualities of the space: olfactive walls made of sorghum waste (baijiu raw material); sounds of music “roundening” and “softening” the liquor taste inside the cellars where giant terracotta jars help the liquor grow old. Throughout the design we tried, almost in an obsessive manner, to reinvent colour palettes inspired by the historical wood and ceramic traditions and in the same time lean towards the contemporary China.