Pernod Ricard

From Designboom: https://www.designboom.com/architecture/neri-hu-pernod-ricard-malt-whisky-distillery-china-08-29-2019/ “Renowned Chinese architects neri & hu have unveiled the design for Pernod Ricard’s distillery in the Chinese city of emeishan. Officially breaking ground today august 29, 2019, the malt whisky distillery will be the first one built by a foreign spirits maker in the country and it is programmed to begin production in 2021. The site is also intended to be promoted as a tourist destination. From its inception, neri & hu’s objective when designing pernod ricard’s emeishan malt whisky distillery was to create a harmonious balance between the architecture and the landscape — one that could be set between industry and visitor experience; mountain and water. This design philosophy encompasses the essentially chinese concept of the dichotomy of two elements that exist in opposition yet complement each other. The distillery, which aspires to become a new cultural icon, aims to celebrate the local culture and the brand’s spirit innovation. This will be possible by allowing visitors to discover the beauty of the emeishan through a new point of view. the site will also house an immersive visitor center” I led the client enquiry and pitch that led to the appointment of Imagination Shanghai as experience design and operational consultants on the visitor experience. Over the past year we have been developing the entire brand narrative, and exploring how this can be delivered across touch points across distillery tour.