Wu Wei: Discovering the New Vitality of Traditional Brands


Project: Da Ro Ro Duck Restaurant
Architect: IN-X
Location: Vanke Tianhui, Chengdu, China
Area: 15,930 sf
Photo by: Shi Yunfeng

Da Ya Li Roast Duck Restaurant by IN-X

Food is a good manifestation of civilization, as well as the past and present of a city.

Chinese people have been good at tasting food since ancient times. Sichuan is a region of China that emphasizes food and aesthetic taste. It has cultivated the taste buds of generations with prominent food specialties.

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Da Ya Li Roast Duck Restaurant, which integrates Chinese royal food and Beijing market dishes, has deeply absorbed the essence of Chinese food culture. With more than two decades of experience in the catering market, he opened a new restaurant in Chengdu to promote Beijing’s food culture and enhance brand image. This restaurant was designed by Wu Wei, who symbolizes the design of the catering room.

How to maintain the endless vitality of the old brand is a big challenge, but in this project, the designer faces the challenge of enhancing the brand image and integrating it into the local culture.

The red color is a solemn symbol of Chinese royal architecture, and it is also a sign of the typical spicy taste in Sichuan cuisine. This color is presented in this project with visually striking images, which evoke memory of taste and remind national culture at the same time.

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

The surface of the ceiling is woven by red rattan, building an extraordinary environment. Metal grille divides functional space to meet commercial needs. Dimensions of space are connected in series horizontally and vertically, enriching layers and integrating entire space.

Cold antique black brick walls and floor tiles reduce the anxiety and anxiety brought by warm red, achieving a delicate balance between color and material temperature.

Among the vast red areas, the most highlighted part is the tree house made of rattan. Like other raw materials such as bricks and wood, the solid woven pattern slowly rises from the entrance of the stairs and eventually extends to the chair.

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

The tree house is like a childhood dream, which symbolizes the pursuit of children’s hearts. Ratans have built wavy forms, weaving beautiful visions in infinite tenderness and arousing the most authentic and authentic rural memories.

Shelves made of logs can store tea products and tea sets together, making angles for meditation and indulging in the enchanting red space. Except for enjoying the taste and aroma of roasted duck, visitors can drink tea here and start a different dining experience.

The interior of the compartment is still in a red palette. In contrast to enthusiastic public dining rooms, there is a more personal and serious atmosphere. The woven bamboo texture of the sliding door divides the space in the form of a central axial symmetry, conveying the temperament of the aristocracy with the door openings.

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Just as no two leaves are the same in the world, there will never be two similar stores in the market. Only when values ​​and souls can be clearly seen in a brand can a brand maintain vitality regardless of time and territory.

As founder and creative director of Beijing-based IN • X, interior architect Wu Wei is a master in Chinese catering space design. He is the designated designer for several popular restaurants in China, such as Siji Minfu Roast Duck Restaurant, Hu Da Restaurant, etc. With the design philosophy of “Strategy First, Following Design”, he has maintained close strategic partnerships with many of China’s leading catering brands. With deep achievements in aesthetics and global perspectives in business, it provides accurate business and design strategies for brands, thus, creating sustainable vitality for brand development. Wu Wei has witnessed and nurtured the development of the new generation of catering brands in China.

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch

Wu Wei: Discovering the New Vitality of Traditional Brand Da Ya Li Roast Duck Restaurant Chengdu Vanke Tianhui Branch