HATCH Architects crafts immersive Shanghai flagship for wine retailer

HATCH Architects has completed the Shanghai flagship store for Hong Kong boutique wine retailer The Fine Wine Experience, transforming a compact tenancy near Jing’an Temple into a highly immersive destination centred on wine, craftsmanship and sensory engagement.

Located on Yongyuan Road, the store specialises in wines and champagnes from France’s Burgundy region.

GALLERY  

Rather than adopting the conventional format of bottle-lined shelves, the client sought a design-led environment that reflects the brand’s identity while encouraging visitors to slow down, interact and experience wine through the space itself.

The most visible intervention is the replacement of the original mirrored glass façade with ultra-clear glazing, strengthening the visual connection between the interior and the street. Motorised operable windows respond to changing weather conditions, while an extended glass ledge doubles as a front-of-house bar during trading hours. Its light gold-tinted glass, embedded with fine air bubbles, references the effervescence of champagne and creates a distinctive streetscape presence.

Inside, the design adopts a restrained palette of earthy tones that allows the materials and product displays to take centre stage. A sculptural circular wine rack forms the focal point of the interior, with its flowing geometry inspired by Burgundy’s rolling vineyards and the influence of time and terroir on winemaking. At its centre sits a round tasting bar that encourages conversation and interaction, reinforcing the experiential focus of the retail concept.

Sustainability is also embedded in the material selection. The bar surfaces have been manufactured from recycled Burgundy wine bottles that were crushed, remoulded and kiln-fired, giving discarded glass a second life while directly referencing the store’s product offering.

The display system has been carefully engineered to protect the wines while enhancing presentation. Brass positioning strips spaced at 55 millimetres maintain precise bottle alignment, while 45-degree angled lighting highlights labels without creating glare. Low-temperature LED lighting fitted with UV and infrared filters helps preserve wine quality.

A concealed, temperature-controlled VIP wine cellar is located at the rear of the store. Burgundy-coloured stone walls and an irregular mirrored ceiling create layered reflections that evoke the movement of wine in a glass.

Despite its modest footprint, the flagship demonstrates how carefully considered materiality, lighting and spatial planning can transform a boutique retail environment into a memorable brand experience.

Images by Runzi Zhu via ArchDaily

HATCH Architects has completed the Shanghai flagship store for Hong Kong boutique wine retailer The Fine Wine Experience, ...