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Brief Published: 5 Oct 2012

Etc Wine Shops, Hong Kong

Extra

Etc, a new brand of wine concept stores, has launched in Hong Kong – tapping into the city’s flourishing fine wine culture.

The brand was created by high-end, Hong Kong-based wine distributor Altaya specifically for the Hong Kong market, which consumes more wine than anywhere else in Asia – 4.7 litres a year on average, according to a survey by International Wine & Spirit Research for Vinexpo.

Billed by the brand as “ultimate destinations for a totally immersive retail wine experience in Hong Kong”, each store is themed around a single winemaking region. At present there are two locations open in central Hong Kong: Bordeaux Etc and Champagne Etc, with more rumoured to follow.

Designed by Italian architects Kokaistudios, the store interiors are sleek and ultra-minimalist – to the extent of embracing an almost laboratory-esque, clinical aesthetic. Hand-hammered marble and a sustainable LED lighting system are the key material focal points. The aim was to create a space in stark contrast to a slew of new wine shops that have been emerging all over the city, which largely feature more traditional, homely design concepts.

Exercising strategies discussed in our reports Future Stores: Brand Hubs and Product Playgrounds and Super Service in the Retail Sector, Etc Wine Shops’ programme of in-store tasting events and multimedia touchscreens elevate the stores into social, educational hubs and give more cultural, contextual depth to the product on offer.

For more on how drinks brands are embracing new opportunities, look out for our upcoming report Beverage Brands in Emerging Markets.

Etc Wine Shops

Kokai Studios

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