吴为,毕业于米兰理工大学,是国内餐饮空间设计的集大成者,北京屋里门外设计有限公司的主持人暨创意总监,四季民福烤鸭店、胡大饭店等知名餐饮品牌的“御用”设计师,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,  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.


他美学修为深湛,兼具商界谋略者的格局与韬略,为品牌制定精准的商业与设计策略,创造品牌发展的永续生命力。曾荣获CDA中国设计奖、金堂奖等奖项,见证和滋养了中国新一代餐饮品牌的裂变与更迭。


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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设计历程 / Design Process


2005年,吴为在北京创立了IN•X屋里门外设计公司,随后在室内空间设计的稳步发展中,衍生出了IN•X软装艺术顾问机构。


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,吴为与设计师刘轶楠联合创立北京力透(LEXTO)产品设计中心,推出原创家居产品的同时,也为曲美、施华洛世奇等国内外知名家居品牌产品设计服务。


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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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


任何成功、美丽的事物背后都是逻辑,空间设计更要有强大的逻辑支撑,有章可循,而非建筑师自我审美的表达或对流行视觉符号的追逐。不做表面功夫,拒绝打造昙花一现的餐饮品牌,是吴为坚守的设计底线。当下中国设计行业风气浮躁,快速批量生产成为普遍现象。餐饮行业不断迭代、优胜劣汰,各个方面高度雷同的餐饮品牌,往往是最先遭到市场洗牌的棋子。


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余年的餐饮空间设计经验,使吴为时刻保有正觉,能帮助品牌厘清商业市场的本质,不为幻象和噪音所迷惑。吴为赋有兔一样的性格,他常以兔子自喻:内心澄明,思维机敏,略显羞赧。他的才华与境界,他的纯粹与坚持,他自有其对世事的觉察、对美的认知、对品牌价值的探索和人生质感的打磨。


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,代表了中国古典哲学的精髓,一面灵动,一面扎实。存照在吴为的设计中,他倡导将中国设计美学融在作品的一撇一捺、一个细节、一个造型中,通过对传统文化意象的提炼,融入更多神采和灵光,锻造为精当的现代设计语段。所谓设计「在骨不在皮」,空有一具「皮囊」只会日渐僵硬失色,而一架清朗俊逸的「骨骼」却能够永续生命。内外兼修,随着时间推移,定会散发出自己的气场神韵。


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.


中庸决非世俗,面对大众消费者,吴为既能满足社会普遍审美风格,同时从品牌特色出发,强调不同空间的设计独特性。他的作品从不局限于既定的设计风格,拒绝对过往餐饮空间设计的简单挪用或照搬,而是为每位客户量身定制设计策略,打造一种与品牌文化融合的空间符号。他注重于对项目的全过程参与及把控,以高品质、高完成度的设计作品为准绳,严格把控每一个设计细节。


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


一个成功的餐厅,赚到钱并不意味着成功,而在于创造品牌价值的差异化竞争力和永续生命力。在新的市场环境下,全民消费革新,品牌二次升级,室内设计绝非只考虑四面墙壁以及天与地的粉饰。要想提高客户体验和商业效率,餐饮空间设计者必须突破这六面墙,延续品牌核心DNA,塑造商业品牌的灵魂,以空间设计美学有效提升品牌商业表现力和号召力,并助推整个设计业态的良性发展。


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.


吴为不仅是一名室内建筑师,同时也是餐饮市场的分析者和品牌营销的战略思想家。凭借其丰富的行业经验与深厚的美学素养,面对混杂繁复的餐饮市场,他洞悉企业经营管理的“病灶”。“设计师就像医生,需要问诊、把脉、对症下药,作为医生一定希望自己病人的生命是延续的。”


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.”


吴为将商业策略与设计策略融合在一起,在设计初期,通过市场调研、对目标消费者和商业运营模式的分析,根据餐厅的菜系、企业文化、经营目标等,结合庞大的数据库和餐饮专家资源协助制定商业策略,借此策略推导出满足投资回报所需的餐位数、成本控制等,最终形成一个明确的设计策略,再将自己的设计理念融入到空间中。


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.


每一个餐厅都应当是具体场地语境下的唯一产物,一旦脱离专属的场地环境与品牌定位,空间设计将成为无本之木。吴为明确项目每一平方的功能,为每一寸空间做合理设计估算,最终让甲方利益最大化。


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


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成就荣誉 / Achievement honor


2012年

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;


2011年

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



2010年

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;


2007年

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;


2006年度  

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


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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


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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.


香港《PRC.Magazine》、马来西亚《98HOME》、韩国《Ceci》杂志等纸质媒体报道。视觉中国、筑龙网、新浪乐居、搜狐网、搜房网等网络媒体报道。北京电视台、中央台CCTV-4、CRI中国国际广播电台、北京人民广播电台、ICS上海外语频道等电视、广播媒体报道。


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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