茅台白金酒凝聚酒香的温度与时空-店与面创意

茅台集团白金酒凝聚酒香的温度与时空

Temperature and time space of Maotai Group Baijin liquor

凝聚于酒香的温度与时空

在异空间释放、循环

带给人赋予灵魂的碰撞

酌此一杯酒，与君狂且歌。

——杜牧《池州送孟迟先辈》

......

酒聚酱香之精髓，

集天地之灵气，汲日月之精华。

中国乃是白酒之乡，

亦是白酒灵魂之一部分。

本次白金酒文化体验馆（郑州店）

特邀店与面（D&M）团队，

以白金酒为契机，

融入中国酒文化的内涵，

打造有温度的酒文化体验空间，

解决线上购物场景体验不足的短板。

Condensed in the temperature and space-time of the wine Free,loop in a different space Brings a collision of souls to man

Drink this glass of wine,and the king is crazy and singing.

——Du Mu"lchizhou sent Meng late forefathers."

Wine is the essence of Maotai flavor,

Gather the spirit og heaven and earth,

and draw the essence of sun and moon.

China is the hometown of liquor,

It is also a part of the spirit of liquor.

This Baijin Cultural Experience Hall(Zhengzhou Store)

Invited D&M team

Take Baijin as an opportunity to integrate into the connotation of Chinese wine culture

Create a temperature-free wine culture experience space

A short board that solves the problem of under-experienced online shopping scenarios.

酒文化从“河”说起

Wine cufture starts with the river

这是一

赤水河流域是中国白酒的母亲河，它孕育了众多知名白酒品牌，塑造了丰富的酒文化内涵。设计师以赤水河流域的形体创意表现在门头视觉里，让人对白金酒的第一印象深入人心，门外便能看到最核心的封坛视觉。

Chishui River Basin is the mother river of Chinese liquor,it gave birth to many well-known liquor brands,shaping a wealth of wine the shape of the Chishui River basin creative performance in the door-head vision,let people's frist impression of Baijin wine deeply in the hearts of the people, the door can see the core of the altar vision.

这是一

酒坛文化与故事

Wine cufture and stories

进店首先映入眼帘的是封坛区，设计师采用日晷、封坛酒、古代竹简刻字的元素完美烘托出浓郁的中国酒文化的氛围，加深体验馆的文化格调。

The first thing that came into the shop was the temple area,the designer used the elements of sundial,altar wine,ancient bamboo carvings to perfectly bake out the atmosphere of the rich Chinese wine culture,the key is to deepen the cultural style of the experience hall.

这是

整体空间设计布局，以中央的封坛为中心点，将天花的世界美酒地图、中式竹子为元素的背景、代表时间流逝的日晷展台的不同区域，每个区域的细节都作出精心创作，如：竹子上刻着以往封坛的寄语、日晷用金色的刻字以及周围环绕的一圈年份刻度。

The overall spatial design layout,with the central altar as the center point,will be small flowers of the world wine map,Chinese bamboo as the background of elements,representing the passage of time in differents areas of the sundial booth,the details of each area are carefully created,such as:bamboo engraved with the past altar of the message,sundial with gold inscriptions and surrounded by a circle of vintage scale.

这是

一“几”品茶饮酒

A"a few" tasting drinks

常见的茶桌造型通常都是方形、长方形、圆形，而设计师选用“几”元素造型的桌子（“几”源于古代对桌的俗称），构建一个一桌两三人的文化品酒的古韵空间，天花吊灯也做了黔北民居斗拱元素设计。

Common tea table shape is usually square,rectangular,round,and designers choose a few elements of the table(a few from the ancient name for the table),to build a table two or three people of the cultural wine tasting of the ancient rhythm space,ceiling chandeliers also made the northern residential arch elements design.

墙壁上的挂画四联

分别为：黔北民居、赤水河、酱香酒，

饮（小杯喝更讲究），宴（请贵宾用白金）

礼（白金酒礼天下），藏（藏好酒喝老酒）

整体元素结合起来，呈现更丰富的文化内涵。

As well as hang paintings on the walls, respectively:Qianbei residential,Chishui River,sauce wine and drink(small cup drink more exquisite),banquet(please VIP with Baijin),ceremony(Baijin wine salute the world),Tibetan(hidden wine drink old wine),the overall elements combined to present a richer cultural connotation.

论白金酒文化

Talk about Baijin culture

“酱香传承白金酒，时间的礼物”

"The sauce is passed on."Baijin,the gift of time

白金酒的陈列之间，诉说着它本身所承载的酱香酒文化，酱香传承中的酿酒文化，设计师以一条历史大河的视觉，展现整个古法酿酒流程。

Between the display of Baijin wine,it tells the culture of sauce wine,the wine culture in the heritage of sauce,the designer with the vision of a historical river,to show the entire ancient Winemaking process.

这是一

不同于传统“文化墙式”表达，设计师在陈列区巧妙融入白金酒文化，全面表达酱香文化的传统酿酒工艺。

Unlike the traditional"cultural wall"expression,designers in the exhibition area cleverly integrated into the Baijin wine culture,a comprehensive expression of the traditional winemaking process of the sauce culture.

段文字

在店铺靠墙位置，分设了陈列柜和文化展示柜，其中文化展示柜，设计师采用白金酒与传统酱香的对比、白金酒五大讲究、白金酒判词、不可复制的艺术、三最四不等文化干货知识，进行简洁图文设计，顾客可以从图文清楚了解到白金酒文化。

In the shop wall position,divided into display cabinets and culturaldisplay cabinets, its Chinese display cabinet,designers use Baijin wine and traditional sauce fragrance contrast,Baijin wine five pay attention to ,Baijin wine judgment,non-replicable art,three or four different cultural dry goods knowledge,simple graphic design,customers can clearly understand the Baijin culture from the graphic.

尊享定酒

Enjoy a wine order

白金上宾酒区（也是定制酒区），设计师把中间陈列柜的背景采用金黄色调，结合灯光设计，给顾客呈现一种金光耀眼的视觉效果，以及柜的中央圆圈镂空设计和上下用金色字刻着品牌合作商，更加完美体现白金上宾酒的尊贵感、强化品牌实力，吸引顾客进行系列订酒。

Baijin Shangbin wine area(also a custom wine area),designers put the background of the middle display cabinet uising gold tone,combined with lighting design,to give customers a dazzling visual effect,as well as the cabinet's central circle hollow design,and up and down with gold inscription brand parthers,more perfect embodiment of the noble sense of platinum wine,strengthen the brand strength,and attract customers to a series of wine orders.

06.

喝酒会友

Drinking with friends

设计师以黔北民居的文化特色融入白金酒会客区，使整个空间格局区分常见的商务会客室。说到黔北，它位于贵州，贵州是我国最重要的酿酒基地之一，也素有“酒乡”之美誉，将这文化背景与白金酒结合是较贴切，设计师采用黔北民居的屋檐元素融入到天花板，整个空间布局给顾客一种古韵淳朴且浓郁的黔北文化的体验场景，以及弱化商务格调、消除顾客的压抑感、增加顾客的愉悦感。

The designer integrates the cultural characteristics of the residential buildings in northern Qianbei into the Baijin reception area,making the whole spatial pattern distinguish between the common business meeting rooms.Speaking of northern Qianbei,it is located in Guizhou, Guizhou is one of the most important winemaking bases in China,but also known as the "wine country"reputation.The combination of this cultural background and platinum wine is more appropriate,the designer adopts the eaves elements of the Qianbei residence into the ceiling,the whole space layout gives the customer a kind of ancient and simple and rich experience scene of the culture of the Qianbei,as well as weakening the business style,eliminating the customer's sense of repression,increasing the customer's sense of of pleasure.

店与面（D&M）团队通过将“时间流逝的痕迹”视觉化表达，贯穿整个酒行，赋予它灵动感与厚重感。时间凝练的封坛文化、社交文化、中国酒文化，以及黔北民居文化，在同异空间里凝聚，释放，循环，形成有温度的白金酒行。

The D&M team visualizes"traces of time"throughout the wine line,giving it a sense of action and weight.Time-condensed altar culture,Chinese wine culture,as well as the residential culture,Chinese wine culture,as well as the residential culture in Qianbei,in the same space,the cohesion,release,circulation,the formation of a temperature of Baijin wine line.

白金酒的酒类新零售，开启沉浸式的线下体验场景，给顾客提供酒文化、品酒、互动交流的深层体验，区别了过去线上线下只满足顾客的“买酒体验”，缺乏酒文化体验场景。现今消费者是内涵丰富的一群人，注重社交、关注品牌、喜爱收藏，因此，白金酒这种新零售经营模式，可将会是未来酒类零售的发展趋势。

The new liquor retail of baijin liquor opens an immersive offline experience scene,providing customers with a deep experience of wine culture,wine tasting and interactive communication,which is different from the previous online and offline experience that only satisfied customers with"wine buying experience "and lacked wine culture experience scene.Nowadays,consumers are a group of people with rich connotation,who pay attention to social communication,brand and collection.Therefore,this new retail business model of baijin liquor will be the development trend of liquor retail in the future.

白酒是渗入灵魂的书，翻开有故事与时光。我们希望借助空间传递酒文化的温度与精髓。

Liquor is a Book infiltrating into the soul,with stories and time.We hope to use space to convey the temperature and essence of wine culture.

平面动线图

Plane diagram