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. 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.

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.