The essence of fine wine may lie in its ability to help people momentarily ‘let go of meaning’ and simply enjoy the present.
Come, let’s have a drink.
Wine Ahead is a specialty wine bar located in Yubei, Chongqing. Inspired by the phrase “Go ahead,” its name embodies the spirit of moving forward in life, encouraging patrons to face life with comfort and seriousness, glass in hand.
In Chongqing dialect, the phrase humorously translates to “the head of wine (crooked) a (a) should be crooked if it looks good”—reflecting the charming sway of a tipsy head, adding a playful, hazy, and cheerful atmosphere to the bar’s identity.
This ‘crooked head’ concept has become synonymous with happiness at Wine Ahead, represented by a fun, tilted head character that serves as the brand’s logo.
Modern life moves at a relentless pace, pushing everyone forward and weighing heavily like mountains of pressure. In this rush, many of us lose sight of the value of “slowing down” and “simplicity.” Taking time to pause and clear the mind has become a rare luxury.
It is here that wine takes on a new importance. Wine Ahead invites you to escape briefly into a gentle intoxication, to savor pure pleasure in relaxation and contentment. With each sip, life becomes a personal journey of enjoyment.
The Wine Ahead team, united by their passion for wine, includes experienced buyers and certified WSET senior wine tasters. Their cocktail offerings stand out—not bound by tradition nor overly avant-garde, but crafted to be tempting, unique, and perfectly balanced between heritage and innovation.
From the outset, Wine Ahead’s brand vision was to create a “slow” and “simple” space for Chongqing’s increasingly hurried residents—a place to pause, relax, and refresh both mind and body.
As the design team, itDstudio, deeply rooted in Chongqing’s culture, shaped the space with careful consideration of the city’s character, brand identity, and spatial constraints. They maximized the use of the limited area, integrating local culture and brand philosophy to craft a textured, engaging environment where art, culture, and everyday life blend seamlessly.
1. Embracing the Authenticity and Romance of the City
Chongqing is a city born on mountains, famed for its vibrant passion.
Its spicy cuisine, dazzling cityscape at night, playful local dialects, the warm winds from two rivers, winding riverbanks, and gentle mist—all form the city’s rich tapestry.
Among these many iconic elements, itDstudio extracted key cultural symbols to weave into Wine Ahead’s design DNA, ensuring the space resonates deeply with Chongqing’s spirit.
Wine Ahead occupies a 120-square-meter space on a street in Ranjiaba, Chongqing. The original site included a two-story store and a small elderly health club, featuring two separate entrances.
△ Original images
To meet the core functions of a bar, the space was divided into four main areas: entertainment, relaxation, activities, and wine tasting. These include a multifunctional event area, bar counter, fun zone, outdoor display, kitchen, and restroom.
Reflecting the brand’s concept, the “crooked head”—a nod to a slight tipsiness and whimsical fun—is incorporated into the design through curved elements inspired by the rippling contours of a wine glass. These flowing stainless steel features evoke comfort, movement, and a gentle “distortion,” perfectly capturing the playful “crookedness.”
2. A Design That’s “Crooked” Yet Correct
The storefront design needed to integrate the outdoor display, entrance, and logo harmoniously. The original combined storefront measured 5800mm by 7200mm. After extensive revisions and careful consideration, the current facade design was selected, maintaining the original vision.
An immovable cable above the staircase connecting the upper and lower floors, near the restroom, presented a challenge.
To accommodate this, the staircase was relocated and redesigned as a spiral staircase that elegantly “rolls into” the facade, enlarging the semi-outdoor swinging area. This integration not only optimizes internal space but also enhances the building’s aesthetic appeal.
Storefront
The spiral staircase is fully enclosed and semi-transparent, balancing natural light and spatial needs. On the right side, a large spiral structure combines curves and straight lines.
The Outward Swing of Retreat as Progress
Located on a quiet community street, the design emphasizes sociability. The enclosed spiral staircase contrasts with the openness of its surroundings, freeing up more communal space.
The spiral staircase and outdoor swing area form a graceful arc, creating a deliberately “crooked” entrance that requires visitors to tilt their heads as they enter. This playful nod to the brand’s “crooked head” concept adds charm and a sense of ceremony, fostering a stronger connection between guests and the brand, while reducing the distance between the building and its community.
Given the original two entrances, one was designated as the main door. Choosing the smaller one for its design contrast with the interior, it creates a hidden, intriguing gateway that invites exploration and adds mystery.
Cozy Interior
To the left of the entrance on the first floor stands a striking red wine display wall, emphasizing the bar’s character. Beneath warm lighting lies a semi-enclosed sofa area. The ceiling design above the bar is a focal point, featuring two overlapping circular shapes and lowering the ceiling height to just two meters. This bold choice draws attention directly to the bar, anchoring the space visually.
Second Floor Dining Area
The second floor features a small back kitchen separated by cables, designed for cold meals. To accommodate cable height restrictions, the kitchen entrance and adjacent dining table were strategically placed, ensuring a cohesive and balanced cabinet height on the left side.
3. Flowing Light
Lighting plays a crucial role in this space, embodying the idea of flow and movement.
Multiple spotlights cast light from various angles, filling the entire venue with a dynamic glow.
For instance, in the enclosed sofa area, the warm yellow light from the wine cellar shines through the glass partition, creating a cozy and inviting ambiance.
Bar Counter
The ceiling above the bar features a hollowed design, allowing light from the second floor to filter down and cascade across the curved surface, evoking a sense of flow and sway. Combined with warm yellow lighting on the second-floor glass cabinets, the effect is reminiscent of a scene from “Blade Runner”—mysterious yet inviting.
This subtle lighting enhances the space’s atmosphere, infusing it with relaxation and playful energy.
Wine Cellar
The same flowing lighting concept extends to the wine cellar. To ensure customers can clearly read wine labels when selecting bottles, discreet LED strips are installed within the wine cabinet partitions, providing functional illumination without disrupting the overall ambiance.
Suspended Ceiling
To enhance the fluidity of light, corrugated stainless steel was chosen as the ceiling material. Its reflective surface transforms light into dynamic shapes, “bringing light to life.”
The predominantly gray and white color palette creates a spacious backdrop where light can play freely, constantly shifting and swaying to infuse the space with vitality and imagination.
The rippling effect of wine in a glass, mirrored by the shimmering light, invites guests to take a sip and momentarily forget their worries, embracing a relaxed and joyful state.
Project Drawings
△ Original Plan View
△ Original Perspective View
△ First Floor Plan
△ Second Floor Plan
△ Analysis Figure 1
Analysis Diagram of Red Wine Door Head
△ Layered Axonometric Diagram
△ Analysis Chart
△ Analysis Chart
Project Information
Project Name: Wine Ahead Restaurant and Bar
Address: No. 283 Songshi Branch Road, Longshan Street, Ranjiaba, Yubei District, Chongqing
Area: 120 square meters
Design Directors: Luo Peiqi, Su Zhizhan
Design Team: itD studio
Lighting Designer: Yuan Youwu
Planning Copy: Y ö y õ, Ayu
Project Photography: Sunglasses
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