Wu Wei,  graduated from the Polytechnic University of Milan. He is a master of domestic food and beverage design, the host and creative director of Beijing Wulimenwai Design Co., Ltd., and the designer of the Four Seasons Folk Duck Restaurant. , has reached a close strategic partnership with many leading Chinese food and beverage brands.


His aesthetics is deep and exquisite, and he has the pattern and strategy of business strategy strategists. He develops precise business and design strategies for the brand and creates the sustainable vitality of brand development. He has won CDA China Design Award, Golden Hall Award and other awards, witnessing and nourishing the fission and change of China's new generation of food and beverage brands.


設計歷程 / Design Process


In 2005, Wu Wei founded the IN?X house exterior design company in Beijing. Later, in the steady development of interior space design, he developed the IN?X soft art consultant.


In 2005, Wu Wei founded the IN?X house exterior design company in Beijing. Later, in the steady development of interior space design, he developed the IN?X soft art consultant.


設計理念 / Design Concept

致廣大而盡精微,極高明而道中庸。  ——《禮記·中庸》

To the vast and subtle, extremely high-minded and moderate. - "Book of Rites, the Doctrine of the Mean"

中庸之術 /Moderation


Behind any successful, beautiful thing is logic, space design must have strong logical support, there are rules to follow, rather than the architect's self-aesthetic expression or the pursuit of popular visual symbols. Not doing superficial work, refused to create a short-lived catering brand, is the design bottom line that Wu Wei insists. At present, the Chinese design industry is impetuous, and rapid mass production has become a common phenomenon. The catering industry continues to iterate and survive the fittest. The highly catering brands in all aspects are often the first to be shuffled by the market.


More than 20 years of experience in the design of dining space has enabled Wu to maintain a sense of time and help the brand to clarify the essence of the commercial market, not to be confused by illusions and noise. Wu likes rabbit. He often uses rabbits to be self-evident: his heart is clear, his mind is smart, and he is slightly shy. His talent and realm, his purity and persistence, he has his own awareness of the world, his perception of beauty, the exploration of brand value and the polishing of his life.


The doctrine of the mean, represents the essence of Chinese classical philosophy, while being smart and solid. In the design of Wu Wei, he advocated the integration of Chinese design aesthetics into the details of a piece of work, a detail, a shape, through the refinement of traditional cultural imagery, into more radiance and aura, forged into fine Modern design segment. The so-called design "in the bone is not in the skin", the empty "skin" will only become increasingly stiff and eclipsed, and a clear and handsome "skeleton" will last forever. Both inside and outside, as time goes by, it will radiate its own charm.


The golden mean is not a secular, facing the mass consumers, Wu Wei can not only meet the general aesthetic style of the society, but also emphasize the unique design of different spaces from the brand characteristics. His work is not limited to the established design style, refuses to simply misappropriate or copy the design of the past dining space, but tailors the design strategy for each customer to create a spatial symbol that blends with the brand culture. He focuses on the participation and control of the whole process of the project, taking the design work of high quality and high completion as the criterion, and strictly controlling each design detail.

精準的商業策略 / Precise business strategy


A successful restaurant, earning money does not mean success, but creates differentiated competitiveness and sustainable vitality of brand value. In the new market environment, the national consumer innovation, the brand's second upgrade, the interior design is not only considering the four walls and the heaven and earth whitewash. In order to improve customer experience and business efficiency, restaurant space designers must break through these six walls, continue the core DNA of the brand, shape the soul of commercial brands, effectively enhance the brand's commercial expression and appeal with space design aesthetics, and promote the entire design. The benign development of the business.


Wu Wei is not only an interior architect, but also an analyst in the food and beverage market and a strategic thinker in brand marketing. With its rich industry experience and profound aesthetics, he is well aware of the “lesion” of business management in the face of a mixed and catering market. “The designer is like a doctor. He needs to consult, take the pulse, and prescribe the right medicine. As a doctor, he must hope that his patient's life will continue.”


Wu Wei combines business strategy and design strategy. In the early stage of design, through market research, analysis of target consumers and business operation models, combined with a large database and catering experts based on the restaurant's cuisine, corporate culture, business objectives, etc. Resources assist in the development of business strategies, which use this strategy to derive the number of meals needed to meet the return on investment, cost control, etc., and finally form a clear design strategy, and then integrate their design concepts into the space.


Each restaurant should be the only product in the context of a specific venue. Once it is separated from the exclusive venue environment and brand positioning, space design will become a rootless one. Wu Wei clarifies the function of each square of the project, and makes reasonable design estimates for each inch of space, ultimately maximizing the benefits of Party A.


代表作品 / Representative Work

餐飲類 / Catering category:

四季民福烤鴨系列餐廳      Four Seasons Folk Boiled Duck Restaurant

大鴨梨烤鴨系列餐廳      Big Yali Roast Duck Restaurant

胡大飯館系列餐廳     Hu Da Restaurant Restaurant

紅巷子私藏菜     Red alley private house

青年公社餐廳     Youth commune restaurant 

唐廊祥云小鎮店     Tang Lang Xiangyun Township Store

商業類 / Business category:

曲美京東之家北五環旗艦店     Qumei Jingdong Home North Fifth Ring Flagship Store

東陶(TOTO)公司展廳     Dongtao (TOTO) company showroom

非常家居展廳     Very home showroom

美國LANE家具展廳     US LANE Furniture Showroom

大北照相館前門總店     Dabei Photo Studio Qianmen Head Office


成就榮譽 / Achievement honor


第六屆中國十大配飾設計師獎      The 6th China Top Ten Accessories Designer Awards;

CDA中國設計獎紅棉獎 年度設計新銳人物獎      CDA China Design Awards Red Cotton Awards Annual Design New Talent Awards;

金堂獎中國室內設計年度評選 年度優秀休閑空間設計獎      Jintang Awards China Interior Design Annual Awards Annual Excellent Leisure Space Design Award;

第二屆中國軟裝100設計盛典 商業空間類優秀作品獎      The 2nd China Soft Pack 100 Design Festival Award for Outstanding Works in Commercial Space;


中國創新設計紅星獎      China Innovation Design Red Star Award;


第十二屆中國家具設計獎客廳家具類銀獎      Silver Award in the Living Room Furniture category of the 12th China Furniture Design Award;


CIAD亞太室內設計雙年大獎賽入圍獎      The finalist of the CIAD Asia Pacific Interior Design Biennial Grand Prix;


中國(深圳)國際品牌與設計大獎賽建筑與室內設計金獎      Gold Award for Architecture and Interior Design of the China (Shenzhen) International Brand and Design Grand Prix;

中國(深圳)國際品牌與設計大獎賽優秀創意設計獎      Excellent Creative Design Award of China (Shenzhen) International Brand and Design Grand Prix;

亞太室內設計雙年大獎賽       Asia Pacific Interior Design Biennial Grand Prix


作品發表 / Publication

2008年《中國最新頂尖商業空間》      《China's latest top commercial space"》

2008年《中國最新頂尖餐廳》      China's newest top restaurants

2008年《中國最新頂尖辦公室空間》      China's latest top office space

2008年《餐飲空間》      Dining Space

2007年《亞太100強室內設計師作品集》      Asia Pacific Top 100 Interior Designers Collection

2006年《亞太室內設計雙年獎作品選》      Asia-Pacific Interior Design Biennial Awards Selection

2006年《中國室內設計年鑒》      China Interior Design Yearbook


媒體報道 / Media coverage

《繽紛SPACE》、《時尚家居TRENDSHOME》、《家居廊》、《瑞麗家居Rayli DECO》、《新家世界家苑HOME FOR YOU》、《家飾HOME DECODAION》、《新地產NEW HOUSE》、《裝潢設計》、《世界都市iLOOK》、《創意世界Creativity》、《消費導刊Time Out》、《周末畫報》、《北京青年報》、《新京報》、《外灘畫報》、《設計家DESIGNER & DESIGNING》、《樣板家居LIVING DECO》、《ID+C》、《風尚TREND WEEKLY》、《美好家園》、《室內公共空間》;《Interior Design》、《surface》、《Doumes》雜志中文版和《CASA DA ABITARE》中文版《居》等。

"Fun SPACE", "Fashion Home TRENDSHOME", "Home Gallery", "Rayli Home Deli", "New Home World Home HOME FOR YOU", "Home Decoration HOME DECODAION", "New Real Estate NEW HOUSE", "Decoration Design , "World City iLOOK", "Creativity World Creativity", "Consumer Guide Time Out", "Weekly Pictorial", "Beijing Youth Daily", "New Beijing News", "The Bund Pictorial", "Designer DESIGNER & DESIGNING" 》, “Model home LIVING DECO”, “ID+C”, “Fashion TREND WEEKLY”, “Beautiful Home”, “Indoor Public Space”; “Interior Design”, “surface”, “Doumes” magazine Chinese version and “CASA” DA ABITARE" Chinese version of "home" and so on.


Paper media reports such as Hong Kong's "PRC.Magazine", Malaysia's "98HOME" and South Korea's "Ceci" magazine. Online media reports such as Vision China, Zhulong.com, Sina Leju, Sohu.com, and SouFun. TV broadcasts such as Beijing TV Station, CCTV-4, CRI China Radio International, Beijing People's Broadcasting Station, and ICS Shanghai Foreign Language Channel.