武汉茅台体验馆丨中国武汉丨品喆吉尚空间设计事务所

2019年5月，以“文化茅台·香溢中华”为主题的研讨会在茅台集团本部召开。会议提出以茅台文化为根，用好“源头活水”，丰富茅台文化传播形态。瀚深百年商贸有限公司作为武汉茅台酒经销领军企业，旨在为爱酒藏酒人士提供放心购买渠道，展示茅台丰富产品，科普茅台知识，倾力打造了武汉首家茅台体验馆。茅台镇全貌，“佳酿，必有良泉”，赤水河是“酒之血”。千百年来，这里独一无二的微生物群，给予了茅台酒其他品牌白酒无法复制的酿造环境。

▼展示空间概览 overall view of the exhibition space ©冯喆凡

In May 2019, a seminar with the theme of “Culture Moutai·Fragrance of China” was held in the headquarters of Moutai group company. The meeting proposed to take Moutai culture as the root, exploring the connotation of “Source of water” and enriching the form of Moutai cultural transmission. HanShen Century Trading Co., Ltd., as a leading company in the distribution industry of Moutai in Wuhan, aims to provide a reliable sales channel, popularize Moutai culture, decided to create the first Moutai cultural experience center in Wuhan. Moutai Town, “good wine need good spring”, Chishui River is the “blood of wine”. For thousands of years, the unique microbiota here has given Moutai brewing environment that cannot be replicated by any other brands of liquor.

▼空间演绎 space generation ©冯喆凡

项目位于武汉二环滨江汉阳世贸外滩W+商业楼的一二层。由于二层的两部电梯都不通往一楼展厅所在的街道，而是通往商业楼建筑背面和地下车库，因此，二层电梯入户规划为企业的前厅，同时属于展厅流线环节。而一楼展厅，则是整个参观流线的开场。从观者的体验层面出发，一层和二层的的流线应当是一种动态的情绪体验过程：吸引，好奇，惊喜，探索，驻足，沉浸，价值认同，身份信任。

The project is located on the first and second floors of the W+ commercial building on the Hanyang World Trade Center in Wuhan. Since the two elevators on the second floor do not lead to the first floor, but to the back side of the commercial building and the underground garage. Hence, the second floor elevator entrance is planned as the company’s front hall, which also belongs to the visiting flow. While exhibition hall on the first floor is the beginning of the entire visit flow. Starting from the viewer’s experience perspective, the flow of the visiting should be a dynamic emotional experience process: attraction, curiosity, surprise, exploration, stop moving, immersion, value recognition and identity trust.

▼整体轴测图 axonometric ©品喆吉尚空间设计事务所

一层展厅的思考要素为：弱化或隐藏柱体；巧妙地设置楼梯；保持空间体量感的对称。横梁导致楼板开洞尺寸极其有限，楼梯的设置成为设计的难点。有时，苛刻的限制会为设计带来某种唯一性。体块感的均衡（黄线）：左侧体块空间消化楼梯及展柜，右侧体块空间消化原始突出的柱子。同时黄线所示的平台，贡献了两级台阶的高度，促使踏步数量刚好。楼梯平台钢结构（红色），隐藏在吊顶之上(蓝线)，使其避开了横梁，同时尽量接近梁底高度，让一楼获得了尽可能高的内空。

The thinking points are: weaken or hide the column; set the stairs clever. maintain a sense of symmetry on the spatial volume. The extremely limited floor opening condition require each staircase to be carefully arranged, it need avoid the beams and fire pipes while offer enough height. Sometimes, the harsh conditions can bring kind of uniqueness. The left block is the width of the stairs, the right block is to digest the original pillars. The structure of the landing is hidden above on the ceiling. Therefore, it should be close to the height of beam because the floor height could as high as possible.

▼一楼楼梯结构设计剖析 design analysis of the first floor staircase ©品喆吉尚空间设计事务所

一层展厅以阵列和构成的方式带来独具标示性的第一印象。顶部镜面不锈钢材质拉升了空间尺度的视觉感官；半个碗状形态的茅台镇模型嵌入墙体，赤水河由顶而下，形成气势磅礴的超现实景象，极具张力，隐喻茅台天赋琼浆企业天贵人和的理念。

The first floor shows a surreal sense with visual tension, which attracts the eye and gives people an unforgettable first impression, by using arrayed and constituted form to express. Chishui River descends from the ceiling, with the reflection by mirror stainless steel, creating a beautiful scene which metaphors the concept of “Moutai gifted jade water”.

▼一层展厅 first floor exhibition space ©冯喆凡

189瓶典藏茅台阵列在依托点线面法则的透明柜体中，形成一种空间装置感。局部的空洞，是为观者在上楼过程中预设的有趣味拍照打卡点。星点微光充斥着整体立面，隐喻着微生物群悬浮在茅台镇的上空气若游丝般的永恒存在。

189 bottles of Moutai are arrayed in a transparent cabinet. The cabinet design relies on the point, line and surface design rules, it looks like a space installation. Part of the small cavity is a pre-set window for the viewer to take pictures while going upstairs. The glimmer of lighting fills the entire space facade, as a metaphor of microbial community which suspended on the sky above Moutai Town.

▼拾级而上 stair and the display shelves ©冯喆凡

▼空间框景——天赋琼浆（茅台镇微缩模型） framed view of the miniature model of the Moutai Village ©冯喆凡

踏上二层，便来到一个聚合的开始：公司前厅，连接通往地下车库的电梯厅；能分离出观赏动线、工作人员动线、老板独立的办公室流线的汇合空间。我们试图让空间具有可抽象感知的辨识度：前台与墙体共同塑造倾斜向上的空间体态，在视觉和心理上，传递出沉稳，端庄和力量感，为走进神秘茅台奠定第一层感官体验。沙发和立面呼应出由酒樽抽象提取的形态，以弱化建筑原窗的分隔突兀感，实现空间整体统一。

Stepping on the second floor is an aggregation space: the company’s lobby connecting to the elevator hall; separating the moving flows between visiting movement and staff movement. Therefore, we try to make the space have an emotionally perceptible characteristics: reception desk and the wall together create a inclined upward spatial form, visually and psychologically, conveying a sense of dignity and strength. The sofa wall depicts the shape of façade that is abstracted by the old Chinese wine bottles, making the abruptness of the original windows profile be hidden.

▼二楼公司前厅 company lobby on the second floor ©冯喆凡

▼前台接待处 reception ©冯喆凡

▼前台接待处LOGO特写 details of the LOGO at the reception ©冯喆凡

将“茅台文化体验馆”和“瀚深百年”设置在由茅台英文“MOUTAI”组成的模数化的平面构成中，精巧而内敛。空间的游走是为情绪的铺设，接下来长廊暗调的神秘将引人进入参观博物馆般的专注状态：好奇心被无形激发，精神聚焦于内容。茅台酒器酒具陈列在透明显示装置墙内，屏幕上动态的展示着茅台的工艺，习俗和典故，观者会自然的放慢速度或驻足欣赏。丰富的信息含量和展品以科技投影的艺术展示方式虚实呈现，极具科技感和当代特质，赋予参观过程以轻松入境的体验，使观者慢慢收获文化认同。

“Moutai Cultural Experience Hall” and “Hanshen Hundred Years” are setting in a plane composition which modular composed by “MOUTAI”. Space wandering is a kind of emotional brewing processs. The following corridor dark mystery atmosphere will lead people into a state of concentration, like visiting in museum, curiosity is invisiblely stimulated, mind will be focused on the information or exhibits. Besides, minimalist contemporary sense will give people a refreshing feeling about the traditional wine exhibition hall. Knowledge information and products are presented through technology projection which full fill with contemporary aesthetics immersive experience. Therefore, the viewer will involuntary slow down or stop to admire then gain a sense of cultural identity.

▼酒俗文化多媒体展示长廊 multimedia exhibition gallery ©冯喆凡

▼长廊与员工过道由具有丰富截面形态的格栅分隔 the exhibition promenade and the staff aisle are separated by a grid wall that has rich cross section ©冯喆凡

▼光影交错 light and shadows ©冯喆凡

长廊的末段，一个顺应建筑V型走势而退让出的三角形展陈空间，以缥书长卷的方式在观者眼前横向展开；兼顾私人名贵酒展览的功能，也充盈着国画般优雅的审美情趣。便随多媒体技术，在背景画灯光熄灭后，璀璨的茅台文化诗句以优美绚烂的特效光感呈现在橱窗的玻璃面上，在悠扬的古筝背景乐中，构建出身心投入的场域体验。一气呵成的观赏流线，像是情绪酝酿的载体通道，循序渐进的引人入胜。

At the end of the corridor, there is a triangular exhibition space that follow the V-shaped trend of the building. It displayed in front of the viewers with a form of long scroll; taking into account the function of the exhibition of private rare wine collections, it is filled with the elegant aesthetic appeal of Chinese painting. Incorporated by multimedia technology, after the background picture lighting off , the brilliant Moutai cultural poems are presented on the glass surface with splendid special effects, subverting the normal wine viewing experience and bringing people a unique visual and auditory immersion experience. Gradually, sense of trust and identity for the brand and the company is developed.

▼茅台典藏展示区，如同诗意的画卷 exhibition area of private rare wine collections like a poetic picture scroll ©冯喆凡

▼品读与沉浸 immersive space ©冯喆凡

接下来的空间是据酒厂所要求的专卖店形态为依托，展示丰富的茅台产品。弧形柜体巧妙隐藏柱体，镜面为空间赋予更多随机性的有趣错视觉。会议室也以展厅的形态呈现：顶面的造型消化横梁，抬高空间；立面用同顶面相同的设计语言，为整体空间创造丰富的灯光层次。

▼会议室 meeting room ©冯喆凡

体验馆是瀚深百年商贸公司对当下名酒销售模式的释义，也为酒类展馆和其他经销商公司带来耳目一新的观感表达。当重新审视新零售浪潮下产品既文化，设计师也希望以营造逐步入境的体验做出此类空间的探索尝试。

The experience hall is Hanshen Century Trading company’s interpretation of the current wine sales model. It brings a refreshing expression of the wine exhibition to distributors and enterprise. When re-examining that the product signifies culture under the new retail wave, designer willing to create a gradual mental flow experience to explore such topics.

▼平面图 plan ©品喆吉尚空间设计事务所

项目名称：贵州茅台（湖北）展示馆 项目甲方：武汉瀚深百年商贸有限责任公司 项目地址：武汉，汉阳 开放时间：2021.01 设计单位：品喆吉尚空间设计事务所 设计师：冯喆凡 设计面积：800㎡ 多媒体内容制作：零点数字 摄影：冯喆凡 文 | 译：冯喆凡