Wen Shan Hai
Moutai Experience Center for Tang Design
Green hues dominate the palette, with layers of verdant tones evoking the exquisite tones of Longquan celadon. The design captures the undulating green waves of a lake, reflecting the beauty of jade. The hanging mountain-style roof forms the indoor framework, sloping gently from the center to the sides. Under the embrace of this enchanting setting, the atmosphere becomes increasingly warm and jewel-like, enveloping visitors in a world of elegance and tranquility.
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Wen Shan Hai by Xiang Wang
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Moutai Experience Center by Xiang Wang
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Xiang Wang Wen Shan Hai
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Xiang Wang Moutai Experience Center
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Tang DesignBrand Logo
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Unique Properties
Wen Shan Hai: Moutai Heritage Experience Centeroffers diverse luxury experiencesincludingwine tastings, private banquets, and exclusive clubs, intertwining thehuman touch of the mountaincityChongqingwith the brand cultureofMoutai. Theinterpretations of Eastern aestheticsexplore the transcendence and intersection of region, time, and culture.This space serves as a cultural beacon, translating the city's identity into an engaging design that evokes vivid memories.
Tags
Moutai, Experience Center, Display, Interior Deisign, Tang Design
Production Technology
The hall layout features display cabinets and tasting areas arranged along a meandering route, creating a journey that feels both distinct and interconnected, unfolding layer by layer. The ancient bronze surfaces establish a simple yet textured framework, conveying the historical significance of Moutai. The combination of metal and glass in the treasure display cabinets softens the coldness of transparency, harmoniously integrating with the overall ambiance.
Design Challenge
The design features a courtyard-style layout, employing framing and end-scene inspired by Eastern aesthetics. Each corner invites exploration of a unique landscape, while themed private banquet rooms are thoughtfully arranged along the corridor, embracing the atrium. Each room reflects distinct regional and cultural elements, immersing diners in the essence of Eastern life and offering a spiritual retreat into seclusion.
Project Duration
The project was designed and completed in August, 2024 in Chongqing, China.
Operation Flow
The reception area of the front hall seamlesslyextendsthe Moutai theme, featuring an open backdrop adorned with green mountain wall fabric that beautifully complements the emerald stone-patterned front desk. This design evokes the soothing sounds of silk and bamboo, inviting guests to express their emotions freely.
Research
This ethereal space, rich in Eastern aesthetics, embodies the essence of mountains and waters, crafting a serene collection point that celebrates the timeless allure of Moutai. Chongqing’s iconic elements like Chaotianmen, the Yangtze River Cableway, and Jiefangbei are intricately woven into a melodious historical narrative, merging painting and artistic concept to evoke nostalgia for the old city. The mirrored ceiling enhances the space with a symmetrical parallel effect, expanding the visual experience and depth.
Inspiration
Inspired by the brand essence of Moutai, the experience center’s spacious dome invites visitors toenjoyin the ceremonial experience of the national liquor. Soft, elegant lighting creates an interplay of lines and forms, constructing a modernist framework that connects ancient traditions with contemporary design.
Image Credits
HANMOVISION
Project Overview
Wen Shan Hai Moutai Experience Center has been a Platinum winner in the Interior Space and Exhibition Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Platinum A' Design Award is recognized for honoring designs that stand at the forefront of creativity and innovation. It is the highest accolade bestowed by the A' Design Awards, acknowledging works that blend remarkable innovation with impactful societal contributions. These designs not only showcase exceptional artistic and technical proficiency but also highlight their creators' commitment to advancing the boundaries of art, science, design, and technology. Recipients of this award are celebrated for their role in shaping the aesthetics and trends of our time, contributing significantly to the enhancement of quality of life and promoting sustainable development.
Platinum Recognition
Xiang Wang was recognized with the coveted Platinum A' Design Award in 2025, a testament to excellence of their work Wen Shan Hai Moutai Experience Center.
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