Traditional European wine cellars have influenced the design of wine stores for decades. So much so, in fact, that the rustic look exemplified by wine barrels, crates and bandsawn wood floors has become something of a visual cliche.
It's a look that had no place in the design of the wine stores featured on these pages. Here, the wine bottles are mounted and illuminated like sparkling jewels in a fashion boutique.
The Altaya etc wine store chain in Hong Kong has another key point of difference, says interior designer Filippo Gabbiani of Kokaistudios.
"Traditionally, all wine varieties are sold together, reds alongside champagnes. But with this chain there is a separate store for each type of wine Champagne etc, Bordeaux etc and Burgundy etc. Our main challenge was to customise a range of different retail spaces, some with small, awkwardly shaped spaces, while still creating a recognisable etc branding."
Gabbiani says although the wine market in Asia is relatively new, compared to western countries, the Hong Kong market is the most sophisticated in the region.
"In Hong Kong wine is traditionally sold in one of two ways through large supermarkets that have very eye-catching wine displays, or in conventional wine stores that aim to reconnect people with the essence of the wine. But few of these stores actually convey information the people working in the stores have no experience of what they are selling. The etc stores are designed to fill this gap, and this point of difference is evident from the exterior."