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