Header: MUNAN
Ningbo Mingxuan Liquor Co., Ltd., the representative of the famed French brand Hennessy, opened a new store in Shanghai. Representing a brand that is little known in China, the company hired MO Studio to convey the brand’s history and nature by creating a unique Cognac experience. Popular in France and beyond, the Cognac experience includes immersive spaces that tell the story of the Cognac brandy, its production, and history.
Understanding the cognac culture
More than a design project, the Mo Studio created a spatial exploration focused on “time, senses, and memory“. Situated within an urban commercial complex, the retail space encompasses only 42 square meters. Other constraints include an unchangeable façade and an irremovable structural column inside.
Instead of working around these obstacles, the designer used them as tools for spatial storytelling. Thus, the load-bearing column was redefined and transformed into a wooden stake supporting grapevines, while also symbolising the Cognac ageing process in oak barrels that impacts its smoky aroma.
Visual guidance through the store
Mo Studio created a ritualistic sense of inviting the visitors to come inside by introducing an inward tapering design with spatial walls. This type of spatial design also enhanced visual guidance through the space. The storage spaces were structurally reserved to achieve a balance between function and aesthetics. Rhythmic volume and circulation planning create a sense of breathing room and layers in an otherwise small and compact space.
The mellow but profound character of Cognac brandy is expressed in symbolic materials. Handcrafted resin, for instance, symbolises the birth of every drop, highlighting the transformative ageing process responsible for the drink’s universal appeal. Many flavours of Cognac are expressed through colour, ranging from chocolate, vanilla, liquid honey, black pepper, and fruit. The passage of time is evoked with 24 metal inlay strips, one for every solar term. The Twenty-Four Solar Terms is a traditional Chinese calendar system that divides the sun’s annual motion into 24 segments, each marking natural, or seasonal changes. The floor made of stone mimics vines breaking through the earth.
Central scene at the bar
The circulation revolves around the bar, which is complemented by metal lines of gradient rhythm. Open wine cabinets lead the visitors into the sensory experience of Hennessy Cognac, further enhanced by light and shadows that flow across the resin walls. The gleam of metal lines on the floor of the store is reminiscent of the scales of time below your feet. As the beverage glows in the light, the air fills with aroma, making for a truly unforgettable experience.
Instead of focusing on sales, MO Studio’s vision turned the store in Shanghai into a tool for understanding Cognac culture. Meticulously chosen materials, light, scents, and temperature became a spiritual journey leading to emotion and unforgettable memories.
Technical sheet
Official Project Name: Hennessy Ningbo Mingzhouli Experience Space
Location: Mingzhouli Shopping Center, Ningbo, China
Client: Ningbo Mingxuan Liquor Co., Ltd. (Regional Distributor for Hennessy)
Design Team: MO Studio
Project Type: Retail / Brand Experience
Space Area: 42 m² Completion: 2024
Design Scope: Interior Design, Spatial Concept, Custom Furniture Design Collaborators: Shanghai Shengxiang Metal Decoration Co., Ltd., LUXFACE, Ningbo Zherui Decoration Design Co., Ltd., M2S STUDIO
Photography: Munan
Source: v2com-newswire
