En Vain Bar Communications Design

本身设计和剑法一样，不要硬记招数，甚至要悉数忘尽，为的是抓住背后的精神所在。

Our job is to design a Chinese Baijiu Bar for the hip, young and fashionable.

Chinese baijiu (白酒), a strong distilled spirit, is perceived to be for an older demographic, dated, boring and old fashioned. This is an exciting opportunity to reinvent the category, in terms of how chinese cultural elements can be interpreted in a fresh manner, yet respectful of its historical context.

As part of the interior design, we wanted to introduce a series of paintings that fulfills two purposes. Looks like a traditional chinese painting at first glance but is actually not. On closer inspection, revealing its deeper meaning that talks about different baijiu categories and fragrances, with an accompanying poem that sets the stage for the fragrance in question.

白搭是我们为年轻潮人而设计的酒吧。

中国白酒，一种通过蒸馏而萃取出的酒，千百年后在人们的刻板认知下，它面向的群体也是充满局限性的。 很多时候白酒被当成了老旧，无聊，及过时的象征，而重新设计中国白酒吧这个项目给了我们很好的机会对中国传统文化作出新的探究，让传统文化元素在保留历史精髓的前提下被重新诠释。

En Vain， 这个法语单词，酒吧名字， 在英文语境里被翻译为‘in vain'。这充满玩乐态度的词，带我们从文化走向饮食，延伸到设计。