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The Story of Wine, Shazhou Youhuang Cultural Park: an industrial/ cultural cluster and a commercial hub

DSI by Senem Cennetoglu

Production  /  Completed
DSI by Senem Cennetoglu

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.

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.

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 drives sustainable tourism growth in Zhangjiagang, enhancing agricultural awareness and fostering eco-friendly practices. Through innovative research, it pioneers environmentally friendly methods for yellow rice wine production. Sustainable construction techniques, like expanded landscaped areas and reclaimed materials, mitigate environmental impact. The park promotes community wellness with amenities like play areas and jogging paths. By preserving the cultural heritage of Jiangnan Watertown and promoting traditional brewery techniques, it ensures product competitiveness and market expansion. This comprehensive approach not only improves local culture and environment but also accelerates rural industry development, marking a significant step towards a more sustainable future.

Located in Zhangjiagang, along Yangtze river, the site is adjacent to the existing factory complex.

24,000m2 GFA, including facilities actively serving the existing production while becoming an architectural landmark to the city, an industrial tourism destination, a leisurely environment, declared a key landmark by the government of the provincial culture and tourism industry. Wine warehouses, brewing workshops, museum, library, restaurants, cafe, bar, exhibition galleries and multipurpose hall, resting and playground areas. The campus manifests client’s vision of becoming a first-class brand, leading the industry with an architectural benchmark, otherwise historically known for sprawling warehouses and disconnected buildings strewn across the landscape.

The project reflects Jiangnan Watertown characteristics, white walls, delicate bridges, buildings that are elegant and refined as if washed in ink… lane dimensions, signature colors of exterior facades and roofing details, openings, and rhythms… Demonstrating the heritage while expressing the history, culture, and production techniques of the Su tradition.

Celebrating the connection between old and new through two primary districts: A diverse commercial hub, combined with modern Chinese architectural abstractions and a traditionally inspired industrial/ cultural cluster integrated with innovative facilities, making the park economically, socially and architecturally the highlight of the city…

Shazhou Youhuang’s core belief as a brand 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.

Credits

 Shanghai City
 China
 Confidential
 11/2021
 24000 sq. m
 Confidential
 Architecture Design: DSI by Senem Cennetoglu, Masterplan & Landscape Design: RDC, Design Director: Senem Cennetoglu, Interiors: Suzhou Gold Mantis Arch. Deco., LDI: Suzhou Const. Planning & Arch. Design, Const. Company: Jiangsu Jinda Eng. Tech., Const. Company (Curtain Wall): Suzhou Guanglin Const.,
 Senem Cennetoglu, Damon Yu, Pang Shuai

Curriculum

Ms. Cennetoglu possesses over 20+ years of architectural design experience throughout Turkey, US and China. Since 2012 she’s been living and working in Shanghai, collaborating with award-winning architecture firms focusing on large scale projects in various practice areas.
Her latest highlighted projects are ShaZhou YouHuang Cultural Park, Jing Brand HQ, New World Department Store Renovation in Shanghai, Powerlong Dajiangdong Mixed-use Project, Powerlong Hangzhou Urban Rooftop and Powerlong Jiaozhou Mixed-use project.

Currently she is running DSI with a portfolio focusing on industrial/ tourism oriented mixed use projects and selective interior design works.


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