The Philosophy of Flavor, The Story of Beer

Tsingtao Beer, a renowned national icon of China. We envisioned its Second Headquarters as one of the supreme temples of beer artistry—akin to an art gallery.

The grand hall is a realm of marble. Natural stone veins shimmer like liquid gold, evoking roiling beer in vessels or Henri Matisse’s The Dance, where swirling figures lend rhythm to the space. Under evening lights, it conjures visions of golden halls, transforming the area into an artistic sanctuary.

Above, resonant aluminum panels crown the ceiling. Curved edges create vessel-like embrace, reminiscent of the can-drawing process. The monumental presence echoes Egyptian temples: stout columns compress space, stretching its depth toward infinity in the dusk glow.

Centuries ago, German monks discovered hops by accident while extending beer’s shelf-life, birthing its signature "bitter precedes sweet" flavor. Tsingtao masterfully balances this gustatory artistry—a true Philosophy of Flavor.

In the 1970s, America’s craft beer revolution critiqued industrial brewing, paralleling Tsingtao’s own craft journey from niche to mainstream. Qingdao’s architecture, deeply influenced by Germany’s Jugendstil (Art Nouveau), employed natural stone, stucco, and wave motifs to counter industrial excess with organic simplicity.

We discovered shared ethos: Jugendstil’s revival of craftsmanship mirrors the spirit of craft beer. Architecture and brewing are twin arts—building styles materialize this flavor philosophy.

Thus, spatial tones shift subtly. Beyond the hall’s stone and metal, warm wood and handcrafted textures engulf the interior. Leather, lacquer, woven walls, ironwork, and agate stone evoke Jugendstil’s artistry, glowing under curated light and color.

In Tsingtao Headquarters’ design, dualistic harmony emerges:

Industrial precision meets artisanal warmth, like a craft brewery’s soul.

Grand manufacturing vision fused with heritage techniques.

A tribute to Qingdao’s spirit and the enduring Philosophy of Flavor.