Kokaistudios designed the two thematic Etc Wine Shops, a new brand created by high end wine distributor Altaya in Hong Kong. The new brand aims to create an innovative way to support wine culture in Asia where the fast rising interest in wine has led to a proliferation of wine retailers characterized by very traditional cliche designs.
Etc retail shops are organized as dedicated outlets that each focus on only one family of wines (Reds/Champagnes) to be able to reach a deeper cultural understanding for each wine variety.
Inspired by the three key element of wine appreciation; endear, tease and cultivate, where the Etc name comes from, both shops feature a warm environment that welcomes novice wine drinkers and connoisseurs alike, coupled with a unique and personalized retail experience that takes the customer from browsing, tasting and purchasing.
The boutique's design is conceived to define a contemporary and timeless style that avoids any traditional and romantic approach to this specific theme, featuring an elegant combination of sustainable and handcrafted materials used with an extreme modern interpretation.
Particular attention have been given to sustainable lighting system based entirely on LED and to customization of innovative solutions of interaction between customers and cultural instruments, using touch screens multimedia instruments and contemporary reinterpretation of traditional wine tasting stations