ShaZhou YouHuang Cultural Park // DSI by Senem Cennetoglu

Text description provided by the architects.

Only an hour and a half away from Shanghai, Zhangjiagang is situated along the Yangtze river. The land is extremely fertile with large spans of rice paddies as far as the eye can see, which provides the basic ingredients for the production of yellow wine. The project is located on Houcheng Street, a plot that is adjacent to the existing Shazhou Youhuang factory complex.

The new layout includes facilities that are actively serving the existing production while becoming a landmark to the city. An industrial tourism destination with a unique style, a leisurely environment, based on a mix of Jiangnan architectural elements and the modern Chinese architectural abstractions. This vision is skillfully articulated in the project’s entrance pavilion, a profound statement of the bright and ever changing future built upon centuries of tradition.
Building use, composition, color palette, and materials fit harmoniously with the existing factory layout while expressing a striking architectural identity.

A busy and diverse commercial street, combined with modern cultural functions, integrated with innovative industrial facilities, making it an economically, socially and architecturally the highlight of the city.

As a brand Shazhou Youhuang’s core belief is to create an “Excellent Jiangnan Product Culture”. With the unique advantages of Jiangnan Watertown resources and the long history of yellow rice wine, the brand is dedicated to building The Story of Wine: Shazhou Youhuang Culture Park to support further brand development.

The project consists of 28 functional attractions, including a museum, wine aging warehouses, hand-brewing workshop, library, restaurants, a cafe, bar, exhibitions, galleries and multipurpose hall, resting and playground areas. It is a comprehensive industrial tourism campus integrating production, research and development, with culture, and leisure.

Jiangnan Watertown, a place famous for its characteristic white walls, delicate bridges over crystal streams, buildings that are elegant and refined as if washed in ink.

Based on the primary elements of Jiangnan style, the project then integrates these elements with the architectural style of the modern China. This distinct combination advocates that yellow rice wine is an integral part of Jiangnan culture. Such design elements demonstrate and protect the heritage of the brewing culture of Chinese yellow rice wine while comprehensively expressing the history, culture, and production techniques of the Su tradition.

The project, a blend of traditional and abstract modern architectural features with distinct characteristics of yellow rice wine, is a cultural, scenic spot that the provincial and municipal governments at all levels are striving to celebrate; thus, selected as a key representative project of the provincial culture and tourism industry.

The project manifests the noble vision of “Shazhou Youhuang” as representative of the culture of yellow rice wine in Jiangnan to become a first-class brand, leading the development of the industry. From the abstraction of traditional architectural language and elements, the project reflects the memory of the iconic walls inspired by the historic hui style houses, water features and landscape elements, lane dimensions, signature colors of exterior facades and roofing details, openings, and rhythms…all reminiscent of the Jiangnan old town characteristics.

The planning and architectural concept inspiration of the project intends to create a highly interactive collection of traditionally inspired buildings complimented by modern typologies in a harmonious yet dynamic balance aiming to emphasize the connection between old and new. The layout involves two primary districts: an industrial/ cultural cluster and a commercial hub, featuring a central public axis bringing the two together.

The main purpose is to create a refined, unforgettable Zhangjigang Jiangnan cultural experience, through a contemporary transition of the traditional experience, rich with heritage and poetic nostalgia.

The projects positioning intends to celebrate the brilliance and history of Shazhou YouHuang yellow wine by setting an architectural benchmark that leads the future development of the yellow wine industry, otherwise historically known for sprawling warehouses and disconnected accessory buildings strewn across the landscape..

ShaZhou YouHuang Cultural Park Gallery