En Vain Beijiu bar designed by United Design Practice, Beijing En Vain Beijiu bar designed by United Design Practice, Beijing
En Vain Beijiu bar designed by United Design Practice, Beijing En Vain Beijiu bar designed by United Design Practice, Beijing
En Vain Beijiu bar designed by United Design Practice, Beijing En Vain Beijiu bar designed by United Design Practice, Beijing
En Vain Beijiu bar designed by United Design Practice, Beijing En Vain Beijiu bar designed by United Design Practice, Beijing

Baijiu boost

22 : 07 : 2015 Baijiu : Baijium Wine : China

Beijing – The En Vain Baijiu Bar is giving the traditional Chinese spirit a new image, ready for a younger generation of drinkers.

  • The strong distilled spirit is gaining popularity among young Beijingers
  • The bar combines the old and the new, bridging a generational division in style

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. 

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