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Sumit Singhal
Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination.

Altaya Etc Wine Shops in Hong Kong, China by Kokaistudios

September 25th, 2012 by Sumit Singhal

Article source: Kokaistudios

Kokaistudios designed the two thematic Etc Wine Shops, a new brand created by high end wine distributor Altaya in Hong Kong, China. The intent of the brand is to create an innovative way to support wine culture in Asia where the fast rising interest in wine has led to a proliferation of wine retailers characterized by very traditional cliché designs.

Image Courtesy © Etc, New & Old Studios

  • Architects: Kokaistudios
  • Project: Altaya Etc Wine Shops
  • Location: Hong Kong, China
  • Designed by: Kokaistudios
  • Interior: Filippo Gabbiani, Zoe Lee, Mark Shen, David Liu
  • Client: Altaya Wines Limited
  • Area: 240 sqm
  • Completion: May, 2012
  • Photograph: Etc, New & Old Studios,

Image Courtesy © Etc, New & Old Studios

Etc retail shops are organized as dedicated outlets that focus each on one family of wines only (Reds/Champagnes) so as to be able to reach a deeper cultural understanding for each wine variety. Kokaistudios started by analyzing the range of retail options for wine products from a local market up to worldwide base in order to provide design solutions that match the strong commercial and at the same time chic background of Hong Kong.

Image Courtesy © Etc, New & Old Studios

Inspired by the three key element of wine appreciation; endear, tease and cultivate, where the ETC name comes from, both shops feature a warm environment that welcomes novice wine drinkers and connoisseurs alike, coupled with a unique and personalized retail experience that takes the customer from browsing, tasting and purchasing.

Image Courtesy © Etc, New & Old Studios

The boutiques design is conceived in defining a contemporary and timeless style that avoids any traditional and romantic approach to this specific retail theme, offering instead an elegant combination of sustainable and handcrafted materials used with an extreme modern interpretation.

Image Courtesy © Etc, New & Old Studios

The challenging in the design comes from the innovative retail strategy in which each retail location is offering one wine type only, requiring the designers to customize each time merchandizing and display system but maintaining at the same time a strong brand identity by using same architectural and main material composition.

Image Courtesy © Etc, New & Old Studios

Particular attention have been given to sustainable lighting system based entirely on LED and to customization of  innovative solutions of interaction between customers and cultural instruments, using touch screens multimedia instruments and contemporary reinterpretation of traditional wine tasting stations

Etc brand received immediately very positive feedback from the sophisticated clientele in Hong Kong by delivering a completely different message from the other existing products on the market and creating an original identity.

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Category: Wine Shops

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