策站 — 汇聚全球展厅展馆设计策展与分享

仙秦荟 | 秦含章酒文化体验中心

©吕博

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。

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.

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项目信息

品牌方：秦含章酒业销售有限公司

开业时间：2021.7

主案设计师：卜天静陈书灏

摄影师：吕博

秦含章酒文化体验中心

Qin Hanzhang Liquor Culture Experience Center

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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。

Located within the Second Ring Road of Beijing and above the dragon vein of the capital city. It is a comprehensive space that showcases and experiences Mr. Qin Hanzhang, a "great master and leader in the liquor industry", with his life and liquor culture as the core, supplemented by Xianqin liquor display and sales, as well as liquor tasting, training, and catering clubs. Inheriting the spirit of Qin Hanzhang, we advocate a scientific way of drinking and a slightly tipsy lifestyle, and build an exchange platform for those who understand and love alcohol to taste good wine, share knowledge about alcohol, and spread alcohol culture.

©吕博

秦含章先生

Mr. Qin Hanzhang

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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."

©吕博

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。

The space is located in an independent building at the entrance of the 1921 Garden Hutong Cultural Industry Park, originally the former office site of Beijing Public Transport Group. The building itself cannot undergo design changes, and the entrance is set at the entrance of the first floor. Entering from the left side of the front desk on the first floor is an office area and an independent private room of Xianqin Hui Club. The second floor is a wine culture experience center and wine sales exhibition hall.

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。

Different from the traditional Baijiu retail space, we hope to integrate the spirit of Qin into the space and infect visitors with spirit. Break through the impression of traditional "Chinese elements" and "Baijiu space" in terms of color, design sense and other aspects.

展厅

SHOWROOM AREA

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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，定黑色作为至尊颜色。“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 sense of solemnity of the "master", the overall space of the second floor exhibition hall adopts a dark gray/black, wooden, and gold tone. Water is directly related to "brewing". In traditional Chinese culture, black represents "water", and the Five Elements of Qin Shi Huang belong to water. To demonstrate the noble status of "divine mandate", black was chosen as the supreme color. Water generates wood, so the props and furniture in the space, as well as the parts that carry products and experiences, are presented in wood, paired with golden stainless steel to brighten the space. At the entrance of the staircase, an L-shaped golden high wall is set up, resembling an open book, indicating that entering the exhibition hall is about to embark on a journey of wine culture experience.

©吕博

展厅 - 秦老生平

SHOWROOM PART 1

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展厅空间共分为四个区域，整体呈“回”形动线。第一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，最后进入“老八大”酒展区及仙秦酒品牌文化展示区、红酒展示区，最后由第一个区域右侧的出口返回。

The exhibition hall space is divided into four areas, with an overall "loop" shape. The first area is a square symmetrical display space for the life and works of Qin Lao. Entering the exhibition hall through the left door, it is a cultural exhibition space for Qin Laojiu. The third space is the wine tasting area, leisure area, multimedia display, and Xianqin wine exhibition and sales space. Finally, it enters the "Old Eight" wine exhibition area, Xianqin wine brand culture exhibition area, and red wine exhibition area. Finally, it returns from the exit on the right side of the first area.

©吕博

展厅 - 秦老与酒文化展示/酒品鉴区

SHOWROOM PART 2/3

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展厅空间分为四个区域，整体呈“背”字形的动线。第一个区域是一个四边对称的展示空间，展示秦先生的生平和著述。从左边的门进入，第三个空间是品酒区。第三个空间是品酒区、休闲区、多媒体展示区和西安葡萄酒展销区。第三个空间是品酒区、休闲区、多媒体展示和献秦葡萄酒展示和销售空间，最后是“八老”葡萄酒展区、献秦葡萄酒品牌文化展示区和葡萄酒展示区。

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.

©吕博

展厅 - 酒陈列区

SHOWROOM PART 4

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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 high display cabinet, the use of linear elements, the display of ink treasures, and the setting of tea and wine tables attempt to correspond to the literary elegance and taste of "qin, qi, calligraphy, painting, poetry, wine, and tea". Each display panel corresponds to a column display cabinet, drawing inspiration from the intention of "seal", hoping to imply the profound imprint left by Qin Lao in the Chinese liquor industry.

©吕博

仙秦荟会所
XIAN QIN HUI CLUB HOUSE

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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 adopts the artistic conception of the word "immortal", hoping to create a lighter and brighter space, corresponding to the feeling of drinking alcohol and the ethereal poetry. The entire wall next to the dining table features stainless steel acrylic characters to present the "Hanzhang Fu". The combination of stone and wood is a reference to the original meaning of the word "craftsman" - "an axe inside a box", paying tribute to Mr. Qin Hanzhang's rigorous academic spirit throughout his life.

©吕博

其他空间
OTHER SPACES

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“酒香不怕巷子深”，空间承载的不仅是冰冷的销售功能，更饱含对秦含章先生深厚的情感与敬意，将“学贯中西，报效祖国”的泰斗精神传承下去，成为京城龙脉之上的一座方碑。

"The space carries not only the coldsales function, but also deep emotion and respect for Mr. Qin Hanzhang, who"learned from the East and the West and served his country",passing on the spirit of "learning from the West and serving themotherland", and becoming a monument to the capital of China.