仙秦荟 - 秦含章酒文化体验中心
XIAN QIN HUI - QinHanzhang Alcohol Culture Experience Center
序
言
:
以文化、体验带动销售,是当下很多品类零售空间建立的趋势。到访者有学有玩,充分体验品牌深层次的文化内涵,与空间发生互动,随着时间的流逝建立对产品的情感。
Preface
Establishing retail spaces with culture and experience to drive more sales is thetrend of retails. Visitors can deeply know the brand and products through theexperience when they visit.
Physical experience leads visitorsdeeply to know the cultural connotation of the brand, increasing theinteraction and building up emotional connection between audiences and the brand or products.
秦含章先生
Mr. Qin Hanzhang
秦含章,112岁世纪老人,历经晚清、北洋、民国、新中国四个年代,是我国酒界、酿造界共奉的”一代宗师、酒界泰斗”,酿酒业的精神丰碑,中国食品与发酵工业的奠基人。 「学贯中西,报效祖国;大国匠心,中国酒魂; 一代宗师,著作等身;致敬泰斗,百年传承」
Mr. Qin Hanzhang , a 112-year-oldman of the centenarian, has lived through four history periods: the late Qing Dynasty, the Beiyang Government era, the Republic of China era and Chinese economicreform era. He is a spiritual monument of thebrewing industry and the founder of the Chinese food and fermentation industry.He was praised as the founder and themaster of Chinese alcohol. "He is a spiritual monument of the brewing industry and thefounder of the Chinese food and fermentation industry."
仙秦荟-秦含章酒文化体验中心,位于北京二环之内、京城龙脉之上。是以展示、体验“一代宗师,酒界泰斗”秦含章先生,生平及酒文化为核心,辅以仙秦酒展示售卖,及酒品鉴、培训,餐饮会所为一体的综合空间。承袭秦含章精神,倡导科学饮酒、微醺人生的生活方式,为懂酒、爱酒人士搭建一个品鉴好酒、分享酒知识、传播酒文化的交流平台。
空间位于1921花园胡同文化产业园入口的独立建筑内,原建筑为北京公交集团办公旧址。建筑体本身不可做设计更改,门头设置于一楼入口处。从一楼前台左侧进入为办公区域及独立的仙秦荟会所包间,二楼为酒文化体验中心及酒售卖展厅。
区别于传统白酒零售空间,我们希望将秦老的精神融入空间,以精神感染访客。在色调、设计感等各方面突破对传统“中国元素”,和“白酒空间”的印象。
DESIGN CONCEPT & ELEMENT IMAGE
MATERIAL & COLOUR TONE
展 厅
SHOWROOM AREA
为回应“宗师”的庄重感,二楼展厅整体空间采用深灰色/黑色、木色、金色为基调。水,与“酿酒”有着直接的关联,在中国传统文化中,黑色代表“水”,秦始皇五行属水,为彰显“天命神授”的尊贵身份,定黑色作为颜色。“水生木”,因此空间中的道具、家具,承载产品及体验的部分,采用木来呈现,搭配金色不锈钢,提亮空间。楼梯间入口处设置L形金色高墙,形似一本打开的书卷,预示由此进入展厅即将开启酒文化体验之旅。
In response to the solemnity of the"master", the overall space on the second floor of the exhibitionhall uses dark gray/black, wood and gold as the key color. Water is directlyrelated to "making alcohol". In traditional Chinese culture,black represents "water", and Emperor Qin Shi Huang, whose fiveelements are water, set black as the supreme color in order to show his noblestatus of "Divine Mandate - Water" Therefore, the props and furniturein the space, the part that carries products and experiences, are presented inwood, with golden stainless steel to brighten up the space. Stairwell is theL-shaped golden wall at the entrance resembles an open scroll, signaling thatthe journey of wine culture experience will begin when we enter the showroom.
展厅 - 秦老生平
SHOWROOM PART 1
展厅空间共分为四个区域,整体呈“回”形动线。个区域为四方对称的秦老生平及著作展示空间。由左侧门进入展厅,为秦老与酒的文化展示空间。第三个空间为酒品鉴区、休闲区、多媒体展示及仙秦酒展售空间,进入“老八大”酒展区及仙秦酒品牌文化展示区、红酒展示区,由个区域右侧的出口返回。
展厅 - 秦老与酒文化展示/酒品鉴区
SHOWROOM PART 2/3
The showroom space is divided into four areas, with an overall "back"shaped dynamic line. The first area is a four-sided symmetrical display spacefor the life and writings of Mr. Qin. Enter through the door on the left, thethird space is the wine tasting area. The third space is a wine tasting area, arelaxation area, a multimedia display and a space for the exhibition and saleof Xian Qin wine. The third space is a wine tasting area, relaxation area,multimedia display and space for the exhibition and sale of Xianqin wine, andfinally the exhibition area for the "eight oldest" wines, thecultural display area for the Xianqin wine brand and the wine display area.
展厅 - 酒陈列区
SHOWROOM PART 4
格子形态的通高展柜,线性元素的运用,墨宝的展示及茶酒桌的设置,企图对应“琴棋书画诗酒茶”的文人风雅情趣。每个展板对应一个柱体展柜,借鉴了“印章”的意向,希望暗示秦老在中国酒界留下的深刻烙印。
The lattice-shaped through-high display cabinets, the use of linear elements, thedisplay of ink treasures and the setting of tea and wine tables, attempt tocorrespond to the "qin, chess, calligraphy, painting, poetry, wine andtea" of the literati's elegant interests. Each panel corresponds to acolumn. Each panel corresponds to a column display case, drawing on theintention of the "seal", hoping to suggest the deep imprint Qin Laoleft on the Chinese wine industry.
仙 秦 荟 会 所
XIAN QIN HUI CLUB HOUSE
会所取“仙”字之意境,希望营造更轻亮的空间,对应饮酒对诗飘飘欲仙的感受。餐桌旁整面墙采用不锈钢亚克力字呈现《含章赋》。石材与木的搭配为“匠”字本意的借鉴 -“盒子里面的一板斧”,致敬秦含章先生毕生严谨治学的泰斗精神。
The clubhouse takes the meaning ofthe word "Xian", hoping to create a lighter and brighter space,corresponding to the feeling of drinking alcohol and poetry floating in theair. The whole wall next to the dining table is hanging stainless steel acrylicpoetry the "Huanzhang Fu". The combination of stone and wood is areference to the original meaning of the word "craftsman" - "anaxe inside a box", which pays tribute to Mr. Qin Huanzhang's lifelongrigorous scholarship.