Beijing - China
The future International Museum of Wine in Beijing is intended to introduce Chinese residents and visitors to the world’s wine culture and civilisations.
Location
Beijing
Client for the building
City of Fangshan
Client for the exhibition and operation
Zhong Pu Hui Wine Village
Project Management
BVF Paris
Year
2024
Phase
In progress
Surface
5 255 m²
Mission
Design of the permanent exhibition
Budget
9.8 M €HT
Our proposal sets the scene for the museum programme by encouraging, in a sensitive and playful way, the learning of wine according to 5 thematic universes:
– Universe 1, “What is wine?
– Universe 2, “History and civilizations of wine
– Universe 3, “Wine in the world
– Universe 4, “Wine and the senses
– Universe 5, “The art of living wine”.
In order to optimise learning throughout the visit, the project is based on the following main principles:
– a significant architectural image,
– a warm welcome,
– easy orientation in the space,
– an interior architecture consistent with that of the exterior,
– contrasting scenographic universes,
– a sensitive, sensory and cognitive experience.
In particular, the “French touch” desired by its founder for the architectural project designed by ARCHITECTURE STUDIO is also perceptible by visitors in all the interior spaces of the Beijing Wine City. Thus the spaces and methods of welcoming the public, the interior architecture, the design of the permanent tour and the mediation devices are imbued with a French “exoticism” that contributes to offering visitors an exceptional experience. More specifically for this project, our scenographic approach has focused on two main principles:
a. Creating cultural bridges between China and France
The aim is to enable Chinese visitors to identify with and appropriate the content on display thanks to the sensitive bridges, shared values and symbolic links between our two civilisations.
b. Promoting the resonance of messages
Thanks to neuroscience, we know that the human brain appropriates new things all the better if it first identifies what it already knows. Our scenographic project ensures that the content “resonates” in the hearts and minds of visitors.
By building on these bridges between France and China, the visitor feels confident. Their propensity to go towards the unknown is greater. Through empathy and curiosity, the two pillars of learning, they themselves become the actors.
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Exhibition design :
Ateliers Adeline Rispal
Foundation for the Culture and Civilization of Wine :
Scientific Council
Interpretive planning :
LCD Conseil - Valuation of cultural content
Programming / Cultural and tourism engineering :
Scarabée
Architect :
Architecture Studio
Lighting design :
Les éclaireurs
Multimedia engineering and design :
InnoVision
Graphic design and signage :
Change is Good
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