Da Ya Li Roast Duck Restaurant by Wu Wei

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DESIGN DETAILS
DESIGN NAME:
Da Ya Li

PRIMARY FUNCTION:
Roast Duck Restaurant

INSPIRATION:
The red color is a symbol of solemn Chinese royal architecture, and it is also the typical sign of peppery taste in Sichuan cuisine. This color is presented in this project with a visually striking image, which evokes taste memory and recalls national culture at the same time.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The super symbol of this brand - the tree house, is like a childhood dream, which represents people's pursuit of the heart of child. The rattans has built undulating shapes, weaving a beautiful vision in the infinite tenderness and evoking the most rustic and authentic memory of the diners .

OPERATION / FLOW / INTERACTION:
To feel the image of "visual symbol" in the space, two values must be realized. One is to spread the value, customers have a topical communication carrier , and the other is to be able to form a brand visual symbol, strengthen and deepen the experience of the brand. The core visual focus of the space is the red tree house. This super-symbol image can form a memory point for a brand, and create better spreading effect, so that the local has a new understanding of Beijing cuisine.

PROJECT DURATION AND LOCATION:
The project started in June 2019 in Chengdu and finished in September 2019 in Chengdu.

FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design

PRODUCTION / REALIZATION TECHNOLOGY:
The most highlighted part is the tree house made of rattan. Like other raw materials as bricks and wood, the solid weave pattern slowly rises from the entrance of the staircase and eventually extends to the seats. The cool smoky black antique brick walls and floor tiles reduce the restlessness and anxiety brought by the warm red, achieving a delicate balance between color and material temperature. Materials, colors, and craftsmanship are intrinsically connected with the super symbol tree house. For example, the rattan for wall decoration, the rattan for tree house, and the rattan for door panels are the same one with different handling methods.

SPECIFICATIONS / TECHNICAL PROPERTIES:
We set the lines of red rattan according to the drawings on site, and made the base of the keel. 50,000 rattans were uniformly polished and spray-painted in the workshop, and then were attached one by one to the base of the keel, then we adjusted and modified and painted finally. It’s majestic, the metal grille separates the space and meets the commercial needs, it properly connects every dimension of the space by its hotizontal, vertical lines with rich layers without losing the whole.

TAGS:
Da Ya Li, Wu Wei, Shi Yunfeng, Roast Duck, Chengdu Restaurant

RESEARCH ABSTRACT:
Research background: Commercial space. Research object:20-year old restaurant chain brand . Research purpose: We had 2 challenges. This roast duck restaurant brand - Da Ya Li, has been in the catering market for over two decades. The first challenge was aging problem of an old brand, and the other challenge was how to better integrate into the local Sichuan culture as a Beijing cuisine. Method: Feel the image of "visual symbols" in the space, a "subversive" spatial processing technique. Commercial value: To realize two values, one is communication value, so that consumers have a topical communication carrier, and the other is the ability to form a brand visualization symbol to strengthen and deepen the brand experience.

CHALLENGE:
We had 2 challenges. This roast duck restaurant brand - Da Ya Li, has been in the catering market for over two decades. The first challenge was aging problem of an old brand, and the other challenge was how to better integrate into the local Sichuan culture as a Beijing cuisine. How to maintain the endless vitality of an old brand is a great challenge, but in this project, the designer is facing both challenges of brand image upgrading and integrating into the local culture.

ADDED DATE:
2020-09-29 00:32:58

TEAM MEMBERS (1) :
Jia Qifeng, Liu Chenyang, Jia Chenjuan, Jin Shengxu, Ying Zheguang

IMAGE CREDITS:
All Images
Photography: Shi Yunfeng
Project planning: Lele Brand Strategy

Visit the following page to learn more: http://www.inxid.com/list/post/1498988/
CLIENT/STUDIO/BRAND DETAILS
NAME:
Beijing Da Ya Li Catering Co., Ltd.

PROFILE:
Beijing Da Ya Li Catering Co., Ltd. was established on April 26, 1997. Since its establishment, the company has been adhering to the concept of "honesty and credibility, seeking change and innovation, recruiting talents, and serving the public", and it rapidly emerged in the catering industry in Beijing. Now it owns two well-known catering brands, Da Ya Li Roast Duck and Carp Jump Long Men as its core. It is also involved in diversified fields such as real estate development and chain hotel rooms. Da Ya Li Roast Duck has more than 70 directly-operated stores. Beijing store is its headquarter, branches are in key cities such as Chengdu, Shenyang, Hohhot, Zhengzhou, Nanning, etc. Da Ya Li went abroad in 2012 and explored the Canadian market, and will soon enter the US market and internationalize its brand, company employees: nearly 5,000.

NOMINATION DETAILS

Da Ya Li Roast Duck Restaurant by Wu Wei is a Nominee in Interior Space and Exhibition Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Wu Wei is also kept secret. This information will also be available later.
AWARD DETAILS

Da Ya Li Roast Duck Restaurant by Wu Wei is Winner in Interior Space and Exhibition Design Category, 2020 - 2021.



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