Moutai Global Retail Terminal SI
From Single-Product Sales to Immersive Space-Making: The Spatial Evolution in the Experience Economy
Project Context
Project Director
Zhou Wendong
R&D Team
Zhang Zuoxiu
Design team
Yang Qiling, Cui Liandan, Chen Jingfan
Project management
Qiu Rugui
Project area
400㎡
Project Brand
Moutai Global
Project Overview
The global premium spirits market is currently undergoing a profound transformation. Traditional shelf-based retail is being replaced by immersive experience spaces — venues that integrate cultural perception, social tasting, and emotional interaction into a single environment, becoming a key vehicle for brands to build differentiated competitiveness and engage the next generation of consumers. 2026 is widely regarded as a breakthrough year for the spirits industry to pivot toward the consumer (C) end. Beyond product quality, experience has become the critical lever for brand premium and global expansion.
Solution
Moutai's Space Identity (SI) design for its global retail terminals is a direct response to this trend. Anchored in the brand philosophy of "celebrate the important moments in life, and honor the unique story of every individual," Moutai elevates what is traditionally a product-displaying retail venue into a "breathing, living" immersive experience space — exemplifying a strategic transformation from a product-centric to a customer-centric approach.