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Background
Our job is to design a Chinese Baijiu Bar for the hip, young and fashionable.
Chinese baijiu (白酒), a strong distilled spirit, is perceived to be for an older demographic, dated, boring and old fashioned. This is an exciting opportunity to reinvent the category, in terms of how chinese cultural elements can be interpreted in a fresh manner, yet respectful of its historical context. En Vain is french for In Vain.
In vain, for pairing baijiu with foods, Chinese with western influences.
白搭，因为是白酒配食品，是中西方文化的融合。
In vain, for we are merely having fun excavating and reinventing Chinese wine culture.
白搭，因为挖掘中国文化是乐，演绎中国文化是趣。
In vain, for we are but a part of this process, one of many, not first nor last.
白搭，因为这是一个旅程，前有古人后有来者。
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