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. En Vain is french for In Vain. In this project our scope extended from interior design to branding. Hence everything from the paintings on the walls, to the cushions, coasters, furniture, all elements are bespoke custom-made and consistent in branding elements. In vain, for pairing baijiu with foods, Chinese with western influences. 白搭，因为是白酒配食品，是中西方文化的融合。 In vain, for we are merely having fun excavating and reinventing Chinese wine culture. 白搭，因为挖掘中国文化是乐，演绎中国文化是趣。 In vain, for we are but a part of this process, one of many, not first nor last. 白搭，因为这是一个旅程，前有古人后有来者。
We are a cross-disciplinary design agency focussed on creating seamless design solutions for our clients. Behind every design brief is a business challenge. We investigate into the very nature of the challenge, analyze the competitive landscape and best-in-class precedents, before disrupting the norm with design solutions across relevant touchpoints. From the intangible to the tangible. From the very small to the very big. Branding, interior, architecture, masterplanning, landscaping, marketing communication, PR event, exhibition; jobs we've been hired to do but the end solutions are much less defined and more effective.