Nanchang Road: A Living Lab Redefining Identity Through Sustainable Cocktail Design

The Beginning of the Cocktail Culture Shift in Shanghai

Amid the growing revolution of Shanghai’s cocktail scene and its rapid evolution, Nanchang Road has emerged as a significant hub for this transformation. This street has become a destination for young bartenders seeking a space to showcase their innovative herbal infusions. It is also a stage where seasoned names in the industry gather to refine their craft and earn community recognition.

A Blend of Innovation and Sustainability

At the far end of Nanchang Road, where trees line the street and lend it a calm character, the Penicillin project is located inside a carefully restored standalone townhouse. This project represents a model that bridges modern trends in hospitality with a deep commitment to sustainability. It operates under the concept of a closed-loop sustainable bar.

The Core Idea Behind the Design

This project was founded by Agung and Laura Prabowo, who delivered a similar experience in Hong Kong back in 2020. Over time, the place has evolved into an experimental space. It functions like a mad scientist’s lab where distillation trials are conducted using locally sourced or repurposed ingredients — reinforcing the idea of recycling within the cocktail experience.

The Lab: The Heart of Innovation

Moving away from conventional drink-serving spaces, the upstairs lab forms the beating heart of innovation within this project. Visitors are granted access to this space to observe the preparation steps up close. This adds an educational dimension to their experience.

A Design Reflecting a Scientific Philosophy

The designer Louis Chon from LC Studio in Hong Kong used steel and concrete elements to give the lab a character that combines functionality with clinical precision. The space revolves around two chef-style tables, surrounded by work tools such as sinks, funnels, distillers, and rotary evaporators. These elements underline the place’s commitment to continuous experimentation.

Local Ingredients and New Experiences

Interestingly, the cocktails here rely on local ingredients or reusable leftovers. This is illustrated by the One Pot Pan cocktail, which combines flower tequila with leftover hops, fermented rice water, and other unique components. As steeping and fermenting happen right before the visitors’ eyes, the session becomes a space for learning and observation.

A New Direction in Cocktail Culture

From a broader perspective, co-founder Laura Prabowo points out a growing wave of interest in artisanal cocktails blended with local Chinese ingredients. This trend caters to the passion of those seeking fresh experiences. They desire more than simply serving a drink — aiming towards delivering a complete, distinctive experience.

The Green Room: A Space for Privacy

As part of diversifying the experience, the venue offers a dedicated area known as the Green Room, where small groups of up to six people can relax on sofas the colour of grape leaves. This detail embodies a design philosophy that balances privacy with a spirit of innovation.

A Symbol of Sustainability at the Entrance

Moving to the main floor, the project’s most distinctive visual element appears. Designer Louis Chon chose to place a fallen Chinese hackberry tree trunk, salvaged from a village outside Shanghai, as a focal point at the entrance. The trunk and its dry roots float slightly above the ground. This expresses a commitment to renewable resources, organic elegance, and minimising waste to the greatest extent possible.

A Visual Presence That Draws Attention

The tree’s position, fully visible from the sidewalk, allows passersby to interact with it directly. This turns it into a point of curiosity for locals and visitors alike. Prabowo explains that most guests can’t resist touching the suspended roots. This visual interaction reflects how design has become essential in shaping the place’s identity. As aesthetics and visual impact grow increasingly important, younger visitors are particularly drawn to this.

A Growing Focus on the Complete Experience

In addition, digital platforms such as the Xiaohungshu app (also known as RedNote) have become key factors in the spread of such concepts. Attention now extends beyond the product itself to include the atmosphere, symbolism, and aesthetic dimension that define the entire experience.

Design Details and an Interactive Space

Around the wooden trunk at the entrance, a backdrop made of reflective panels catches light and movement. The surrounding curved seating offers a spot to sit, take photos, or wait for friends. This design demonstrates the project’s dedication to creating visual and social interaction points simultaneously.

The Main Lounge: A More Intimate Atmosphere

Moving further inside, the main cocktail lounge stands out with a warmer, more intimate feel. It is designed in shades of dark grey to evoke a calm, understated atmosphere. A team that combines international expertise with local know-how runs it. This ensures a balance between preserving identity and constant renewal.

Sustainable Practices in Every Detail

Aligned with the project’s philosophy of innovation and waste reduction, branded ready-made liquors are replaced by house-crafted infusions prepared in-house. This is clearly reflected in the back display wall. Rows of recycled brown bottles stand as a visual element symbolising the commitment to sustainability.

Shaping the Changing Street Scene

Through these combined elements, the project contributes to shaping the landscape of Nanchang Road. It adds a fresh dimension to the identity of this renewing neighbourhood. As guests increasingly care about the full experience rather than just the drink, the focus on design, sustainability, and innovation has become a key driver in building a new image for the place and the street together.

✦ ArchUp Editorial Insight

Through these combined details, the venue helps strengthen Nanchang Road’s identity as a constantly renewing destination. It goes far beyond the idea of serving drinks. This is reflected in the younger generation’s preference for a holistic experience. This values aesthetics, atmosphere, and sustainability as added qualities.

This model demonstrates how design details and a sustainable philosophy can become a cornerstone for a renewed local cocktail culture in a city that keeps redefining itself. In this way, Nanchang Road stands as a living example of how a well-crafted idea can gradually reshape an entire scene — step by step.

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