Langjiu Estate · QINGHUA LANG Theme Pavilion Experience Tour

Langjiu, a top-ten Chinese liquor brand, is both a time-honored name and a national intangible cultural heritage. The "Lang" brand dates back to 1898, with a brewing tradition traceable to the era of Emperor Wu of the Han dynasty. As a leading national brand, Langjiu is committed to presenting the world with exceptional quality, a distinguished identity, and refined taste through its products. Situated on the left bank of the Chishui River in Erlang Town, Gulin County, Luzhou, Sichuan Province, Langjiu Estate spans 10 square kilometers in the premier sauce-aroma liquor region. It serves as the core production base for the Langjiu Group and functions as an integrated complex for brewing, aging, cultural exhibition, and tourism.
The design for the QINGHUA LANG Theme Pavilion Experience Tour at Langjiu Estate focuses on three main areas: the Jinzunbao · QINGHUA LANG Theme Pavilion, the Langjiu Wujiagou Ecological Peanut Area, and the Dizhige·Langjiu Grand Lecture Hall. Guided by the harmony between architecture and nature, the concept traces the journey of liquor, from flowing river to distilled drop, from earth to ceramic vessel, embodying its evolution from nature to culture. Through sustainable materials, innovative techniques, and immersive design, the project transforms Langjiu from a product into a tangible expression of refined living, a space where visitors can experience the brand’s commitment to quality, heritage, and natural philosophy.
The QINGHUA LANG Theme Pavilion Experience Tour at Langjiu Estate combines raw industrial style with contemporary minimalism to showcase the brand’s quality and craftsmanship. The journey connects aging cellars, ecological fountain areas, ceramic displays, and transparent workshops, revealing the process from local grains to finished liquor. Built with locally sourced materials like red sandstone, clay, stone, and timber, the design reflects a philosophy of reverence: for nature, history, and life itself. Here, landscape and rock are alive, and liquor is nature’s distilled gift.
The color scheme across the three zones is built on a foundation of sophisticated gray, complemented by natural green accents. Key material colors such as sorghum red, wheat yellow, and earth brown, along with brand colors like QINGHUA LANG Baijiu’s blue and Langjiu’s gold, are highlighted to create a visual story that moves from nature to craft, and from ingredients to brand. Red sandstone and gray slabs form the display base, while wood finishes add warmth, balancing natural texture with an industrial feel. Specialized materials enhance the liquor and brand expression: transparent resin and reflective gold stainless steel showcase the spirit’s color, matte brass and copper convey brand heritage, and ceramic lacquer finishes articulate the cultural essence of the bottle.
Beyond respecting the local geography, using sustainable materials to build brand credibility, and interpreting Langjiu’s history and philosophy through design, this project also focuses on creating vivid multi‑sensory experiences. It conveys the brand’s culture and quality through artistic expression, presents its heritage in innovative ways, and translates “time”, which is the essential element of brewing, along with the craftsmanship behind it into an immersive narrative that the public can intuitively understand and even participate in.
The ascending spiral LED screen inside the Jinzunbao · QINGHUA LANG Theme Pavilion serves as the visual focal point of the space, creating a highly impactful sensory experience. By dynamically showcasing Langjiu’s century-long journey, its swirling form resembles splashing water, highlighting the brand emblem and symbolizing relentless innovation and timeless craftsmanship. To one side, six oversized glass bottles contain real baijiu aged from three to forty years, allowing visitors to visually perceive the evolution of the liquor’s color over time. Additionally, at the center of the giant petal-shaped sculpture of QINGHUA LANG Baijiu inside the pavilion, a rotating transparent screen is installed, with each petal dynamically conveying corresponding brand values to the audience.
The Langjiu Wujiagou Ecological Peanut Area engages visitors through tactile, olfactory, and gustatory experiences, allowing them to quickly and directly perceive the core quality of the ingredients and the final product. This reflects the vitality, complexity, and diversity of Langjiu Estate. The refreshing aroma of wheat and sorghum, combined with elements such as red sandstone, purplish-red clay, local stone panels, and natural wood details, creates a rustic and authentic atmosphere. Meanwhile, the display walls narrate the intricate brewing techniques and the relentless pursuit of quality behind every step.
The Dizhige·Langjiu Grand Lecture Hall serves not only as an informative space sharing the brand’s heritage but also offers visitors a delightful and interactive baijiu-blending experience. Designed as a simulated laboratory, it allows guests to step into the role of a master blender and craft their own personalized bottle of Langjiu through hands-on interactive installations. This immersive activity blends education with art, providing a unique sense of engagement and enjoyment. By transforming passive observers into active participants and co-creators of the brand story, the experience completes a meaningful journey of connection.