Beijing – The En Vain Baijiu Bar is giving the traditional Chinese spirit a new image, ready for a younger generation of drinkers.
Baijiu, also known as rice wine in the West, is not a spirit that many would associate with China’s young tastemakers, often being reserved for formal occasions or when sealing a lucrative business deal.
‘It is perceived to be for an older demographic – dated, boring and old-fashioned,’ says United Design Practice, which created the branding and interior for En Vain. ‘This is an exciting opportunity to re-invent the category.’
Respectful of baijiu’s importance in Chinese history, but also conscious of Beijing’s increasingly Western influence, United Design Practice designed a space that combines the old and the new. Pairing traditional materials such as wood with intricate latticework, and using minimalist Scandinavian-inspired furnishings, the team has created a space that brings baijiu into the 21st century.
The Big Picture: Baijiu isn’t the only spirit in revival. Find out why vermouth is making a comeback in our short film exploring the home of Belsazar.