Moutai Universe

Exhibition, for Moutai Cultural Experience Center Kunming.

Type
Scene Design

Date
August, 2024

Site
Moutai Cultural Experience Center, Kunming, CHINA.

Majoring Part
Concept, Spatial Design, Drawing, Installation Design, Graphic Design and Modeling.

This project, commissioned by Kunming Juming Industrial Co., Ltd., is a brand exhibition hall design centered on showcasing the culture of Moutai. The entire space is envisioned with a sense of poetry and theatricality. Using scenographic techniques, the design creates a distinctive exhibition hall where refined and intricate content is seamlessly integrated into the space.

In this project, I am mainly responsible for parts from the idea to the refinement before implementation, including creative ideas, spatial deign, drawing, installation design, graphic design, and modeling.

The hall is divided into nine chapters, designed with the Chinese landscape painting approach of “scenery unfolding with each step.” Instead of using complete partitions, the chapters transition fluidly, allowing visitors’ movement and gaze to naturally shift and transform the scenes. The design combines grand, immersive scenes that deliver awe-inspiring experiences with deeper layers of rich and detailed content. Whether for newcomers to Moutai or seasoned connoisseurs, everyone can discover their own personal Moutai landscape within this space.

The Moutai Universe of Multimedia

In the three chapters of Nature, Cellaring, and Tasting, a large number of embedded multimedia screens elevate the exhibition beyond a typical product showcase, transforming it into an immersive artistic experience.

Nature Chapter

Moutai is a masterpiece born from the harmony of time, place, and people. The chapter begins by showcasing the unparalleled natural environment through artistic treatments. Dual screens simulate the dynamic flow of the Chishui River and the rich activity of its unique microorganisms, while mountainous sculptures evoke the rolling landscapes of Guizhou. At the end of the corridor, a striking naked-eye 3D screen gradually lights up a Moutai bottle, creating an engaging, theatrical narrative that captivates the audience.

Cellaring Chapter

This chapter provides a powerful sensory impact through interactive giant screens and surrounding wine cabinets. Visitors are immersed in the Moutai Universe with elements like an irregularly shaped celestial dome screen, mirrored ceiling designs, and massive curved screens that extend beyond human visual boundaries. By combining digital reconstruction with physical collections, the exhibit authentically presents various Moutai bottles, including those not physically available in the museum. This creates a comprehensive Moutai Cellar Museum, where visitors experience the thrill of assembling a complete Moutai collection.

Tasting Chapter

The immersive experience here leverages sensory and cognitive engagement, creating an atmosphere where participants can fully savor the world of Moutai. At the exhibition’s finale, the tasting area is designed as a fully immersive space that embodies the “World in a Glass” concept. By integrating visuals, sound, and scent, visitors are drawn into a multi-sensory environment. The complex aroma profile of Moutai is showcased through a multidimensional approach, enabling guests to experience the brand’s depth and richness in a way that resonates with their senses and emotions.