吴为,国内餐饮空间设计的集大成者,IN.X屋里门外的主持人暨创意总监,四季民福烤鸭店、胡大饭店,大鸭梨烤鸭店等知名餐饮品牌的“御用”设计师,秉持“策略为先,设计为后" 的设计理念,与中国多个领先餐饮品牌达成了密切的战略合作伙伴关系。

Wu Wei, the integrator of domestic catering space design, the host and creative director outside the door of IN.X, Four Seasons Minfu Roast Duck Restaurant, Hu Hotel, Da Yali Roast Duck Restaurant and other famous restaurant brands Adhering to the design strategy of "strategy first, design first", we have reached close strategic partnerships with many leading catering brands in China.


He claims that design empowers the brand, combines business thinking, pays attention to the history and rebirth of the brand, injects the vitality of the times, and provides a comprehensive and forward-looking solution. At the same time, he has also become a witness to the fission and change of China's next-generation restaurant brand.


设计历程 / 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.


设计理念 / Design Concept

致廣大而盡精微,極高明而道中庸。  ——《礼记·中庸》

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

中庸之术 /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.

精准的商业策略 / 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

餐饮类 / Catering category:

四季民福烤鸭系列餐厅      Four Seasons Folk Boiled Duck Restaurant

大鸭梨烤鸭系列餐厅      Big Yali Roast Duck Restaurant

胡大饭馆系列餐厅     Hu Da Restaurant Restaurant

红巷子私藏菜     Red alley private house

青年公社餐厅     Youth commune restaurant 

唐廊祥云小镇店     Tang Lang Xiangyun Township Store

商业类 / Business category:

曲美京东之家北五环旗舰店     Qumei Jingdong Home North Fifth Ring Flagship Store

东陶(TOTO)公司展厅     Dongtao (TOTO) company showroom

非常家居展厅     Very home showroom

美国LANE家具展厅     US LANE Furniture Showroom

大北照相馆前门总店     Dabei Photo Studio Qianmen Head Office


成就荣誉 / Achievement honor


第六届中国十大配饰设计师奖      The 6th China Top Ten Accessories Designer Awards;

CDA中国设计奖红棉奖 年度设计新锐人物奖      CDA China Design Awards Red Cotton Awards Annual Design New Talent Awards;

金堂奖中国室内设计年度评选 年度优秀休闲空间设计奖      Jintang Awards China Interior Design Annual Awards Annual Excellent Leisure Space Design Award;

第二届中国软装100设计盛典 商业空间类优秀作品奖      The 2nd China Soft Pack 100 Design Festival Award for Outstanding Works in Commercial Space;


中国创新设计红星奖      China Innovation Design Red Star Award;


第十二届中国家具设计奖客厅家具类银奖      Silver Award in the Living Room Furniture category of the 12th China Furniture Design Award;


CIAD亚太室内设计双年大奖赛入围奖      The finalist of the CIAD Asia Pacific Interior Design Biennial Grand Prix;


中国(深圳)国际品牌与设计大奖赛建筑与室内设计金奖      Gold Award for Architecture and Interior Design of the China (Shenzhen) International Brand and Design Grand Prix;

中国(深圳)国际品牌与设计大奖赛优秀创意设计奖      Excellent Creative Design Award of China (Shenzhen) International Brand and Design Grand Prix;

亚太室内设计双年大奖赛       Asia Pacific Interior Design Biennial Grand Prix


作品发表 / Publication

2008年《中国最新顶尖商业空间》      《China's latest top commercial space"》

2008年《中国最新顶尖餐厅》      China's newest top restaurants

2008年《中国最新顶尖办公室空间》      China's latest top office space

2008年《餐饮空间》      Dining Space

2007年《亚太100强室内设计师作品集》      Asia Pacific Top 100 Interior Designers Collection

2006年《亚太室内设计双年奖作品选》      Asia-Pacific Interior Design Biennial Awards Selection

2006年《中国室内设计年鉴》      China Interior Design Yearbook


媒体报道 / Media coverage

《缤纷SPACE》、《时尚家居TRENDSHOME》、《家居廊》、《瑞丽家居Rayli DECO》、《新家世界家苑HOME FOR YOU》、《家饰HOME DECODAION》、《新地产NEW HOUSE》、《装潢设计》、《世界都市iLOOK》、《创意世界Creativity》、《消费导刊Time Out》、《周末画报》、《北京青年报》、《新京报》、《外滩画报》、《设计家DESIGNER & DESIGNING》、《样板家居LIVING DECO》、《ID+C》、《风尚TREND WEEKLY》、《美好家园》、《室内公共空间》;《Interior Design》、《surface》、《Doumes》杂志中文版和《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.