吳為,畢業于米蘭理工大學,是國內餐飲空間設計的集大成者,北京屋里門外設計有限公司的主持人暨創意總監,四季民福烤鴨店、胡大飯店等知名餐飲品牌的“御用”設計師,與中國多個領先餐飲品牌達成了密切的戰略合作伙伴關系。


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.


他美學修為深湛,兼具商界謀略者的格局與韜略,為品牌制定精準的商業與設計策略,創造品牌發展的永續生命力。曾榮獲CDA中國設計獎、金堂獎等獎項,見證和滋養了中國新一代餐飲品牌的裂變與更迭。


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.


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設計歷程 / Design Process


2005年,吳為在北京創立了IN?X屋里門外設計公司,隨后在室內空間設計的穩步發展中,衍生出了IN?X軟裝藝術顧問機構。


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.


2009年,吳為與設計師劉軼楠聯合創立北京力透(LEXTO)產品設計中心,推出原創家居產品的同時,也為曲美、施華洛世奇等國內外知名家居品牌產品設計服務。


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.


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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


任何成功、美麗的事物背后都是邏輯,空間設計更要有強大的邏輯支撐,有章可循,而非建筑師自我審美的表達或對流行視覺符號的追逐。不做表面功夫,拒絕打造曇花一現的餐飲品牌,是吳為堅守的設計底線。當下中國設計行業風氣浮躁,快速批量生產成為普遍現象。餐飲行業不斷迭代、優勝劣汰,各個方面高度雷同的餐飲品牌,往往是最先遭到市場洗牌的棋子。


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.


20余年的餐飲空間設計經驗,使吳為時刻保有正覺,能幫助品牌厘清商業市場的本質,不為幻象和噪音所迷惑。吳為賦有兔一樣的性格,他常以兔子自喻:內心澄明,思維機敏,略顯羞赧。他的才華與境界,他的純粹與堅持,他自有其對世事的覺察、對美的認知、對品牌價值的探索和人生質感的打磨。


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.


中庸之道,代表了中國古典哲學的精髓,一面靈動,一面扎實。存照在吳為的設計中,他倡導將中國設計美學融在作品的一撇一捺、一個細節、一個造型中,通過對傳統文化意象的提煉,融入更多神采和靈光,鍛造為精當的現代設計語段。所謂設計「在骨不在皮」,空有一具「皮囊」只會日漸僵硬失色,而一架清朗俊逸的「骨骼」卻能夠永續生命。內外兼修,隨著時間推移,定會散發出自己的氣場神韻。


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.


中庸決非世俗,面對大眾消費者,吳為既能滿足社會普遍審美風格,同時從品牌特色出發,強調不同空間的設計獨特性。他的作品從不局限于既定的設計風格,拒絕對過往餐飲空間設計的簡單挪用或照搬,而是為每位客戶量身定制設計策略,打造一種與品牌文化融合的空間符號。他注重于對項目的全過程參與及把控,以高品質、高完成度的設計作品為準繩,嚴格把控每一個設計細節。


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


一個成功的餐廳,賺到錢并不意味著成功,而在于創造品牌價值的差異化競爭力和永續生命力。在新的市場環境下,全民消費革新,品牌二次升級,室內設計絕非只考慮四面墻壁以及天與地的粉飾。要想提高客戶體驗和商業效率,餐飲空間設計者必須突破這六面墻,延續品牌核心DNA,塑造商業品牌的靈魂,以空間設計美學有效提升品牌商業表現力和號召力,并助推整個設計業態的良性發展。


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.


吳為不僅是一名室內建筑師,同時也是餐飲市場的分析者和品牌營銷的戰略思想家。憑借其豐富的行業經驗與深厚的美學素養,面對混雜繁復的餐飲市場,他洞悉企業經營管理的“病灶”。“設計師就像醫生,需要問診、把脈、對癥下藥,作為醫生一定希望自己病人的生命是延續的。”


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.”


吳為將商業策略與設計策略融合在一起,在設計初期,通過市場調研、對目標消費者和商業運營模式的分析,根據餐廳的菜系、企業文化、經營目標等,結合龐大的數據庫和餐飲專家資源協助制定商業策略,借此策略推導出滿足投資回報所需的餐位數、成本控制等,最終形成一個明確的設計策略,再將自己的設計理念融入到空間中。


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.


每一個餐廳都應當是具體場地語境下的唯一產物,一旦脫離專屬的場地環境與品牌定位,空間設計將成為無本之木。吳為明確項目每一平方的功能,為每一寸空間做合理設計估算,最終讓甲方利益最大化。


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.


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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


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成就榮譽 / Achievement honor


2012年

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;


2011年

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



2010年

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;


2007年

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;


2006年度  

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


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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


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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.


香港《PRC.Magazine》、馬來西亞《98HOME》、韓國《Ceci》雜志等紙質媒體報道。視覺中國、筑龍網、新浪樂居、搜狐網、搜房網等網絡媒體報道。北京電視臺、中央臺CCTV-4、CRI中國國際廣播電臺、北京人民廣播電臺、ICS上海外語頻道等電視、廣播媒體報道。


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.


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