ChuanLian

"18-Year Voyage: Liquor Retail Experience Centerin Dalian"

This project was commissioned by a liquor retail brand that has operated in Dalian for 18 years. Theclient's vision was to create an experience center that stands apart from traditional liquor storesa place where visitors not only shop, but stay, explore, and immerse themselves in the brand'sworld. The goal was to craft a retail environment that blends storytelling, cultural experience, andinnovative shopping methods to redefine liquor retail.

Design concept & Inspiration

The concept draws from the maritime spirit of Dalian, a coastal city, and the brand's 18-year journeyof exploration.

We framed the design narrative as "'A young man setting sail 18 years ago in search of theworld's finest spirits."

"Setting sail" reflects both the city's and the brand's spirit of adventure."18 years" symbolizes the brand's history, marked by the evolution of its four main productlines: white spirits, wine, sake, and whisky.

To bring this story into the physical space, we integrated sailing-inspired elements into bothdecorative and functional structures- sail-shaped shelving, lighting fixtures, and screens that echothe curves and textures of a sailing vessel.

Spatial Layout & Customer Journey

The floor plan follows the brand's product timeline, guiding customers sequentially through

1. White Spirits

2.Wine

3. Sake

4. Whisky

Each zone combines liquor displays with related cultural artifacts - books, barware, and artisanacrafts from the products' places of origin - creating a "liquor + culture" experience. This curatedjourney allows visitors to learn the brand's history while exploring its products in a thematicimmersive setting.

A custom mobile shopping cart app enables customers to sit down anywhere in the store andenjoy a tasting, free from the traditional salesperson-led process. This shift from "sales-driven" to'experience-driven" retail fosters a relaxed, self-directed exploration, encouraging visitors to lingeland discover at their own pace.

Materials reflect the nautical theme, natural stone resembling coastal reefs, reclaimed ship woodand textures reminiscent of sea mud bring the maritime identity into the space, reinforcing thestorytelling in both look and feel.Reclaimed ship wood and modular display units minimize waste and allow flexible updates. Low-energy lighting and eco-friendly finishes contribute to a reduced environmental footprint.