FOUNDER CREATIVE DIRECTOR
创始人 / 创意总监
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。
他主张以设计为品牌赋能，结合经营思维，关注品牌的历史与新生，注入时代生命力，提供全考量、前瞻性的解决方案。同时他也为中国新一代餐饮品牌裂变与更迭的见证人。
As the founder and creative director of IN . X based in Beijing, the interi- or architect Wu Wei is a master in Chinese catering space design. He is the designated designer for some popular restaurant in China, such as Siji Minfu Roast Duck Restaurant, Hu Da Restaurant, etc. With the design philosophy of “Strategy First, Design Follows", he has main- tained close strategic partnerships with many leading Chinese catering brands.
With deep attainments in esthetics and global perspective in business, he provides accurate business and design strategy for brand, thus, cre atingsustainable vitality for brand development. Wu Wei has witnessed and nourished the development of Chinese new generation catering brands.
▲点击观看设计师吴为形象片-《触手可及》
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.
代表作品
Representative Work
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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
2023
APR UDAD Design Awards Gold Award
美国TITAN大奖评审
US TITAN Awards Judges
欧洲LOOP设计大奖评审
European LOOP Design Award Jury
European LOOP Design Award Jury
2022
APR 全球未来奖银奖
APR Global Future Awards
法国NOVUM设计奖 银奖
NOVUM Design Award Silver
新加坡室内设计大奖
ingapore Interior Design Awards Bronze Award
APR IID 国际室内设计奖 银奖
APR IID International Interior Design Awards Silver
2021
美国 IIDA亚太奖 全场大奖
USA United States IIDA Asia Pacific Awards
APR IID 国际室内设计奖 金奖
APR International Interior Design Awards
APR IID 国际室内设计奖 银奖
APR International Interior Design Awards
英国 FX Awards 入围奖
UK British FX Awards Nomination Awards
中国香港《设计选集》杂志大奖年度最佳餐饮空间大奖
Hong Kong, China "Design Anthology" Magazine Awards Best Dining Space of the Year Awards
英国 伦敦设计奖 银奖
UK Silver Award, London Design Awards
英国 伦敦设计奖 金奖
UK London Design Award Gold Awards
美国 AMP 建筑奖餐饮类别 提名奖
USA AMP Architecture Awards
英国 餐厅酒吧设计奖-亚洲区 连锁餐饮奖
UK The Restaurant & Bar Design Awards
美国 MUSE設計奬 鉑金獎
USA MUSE Design Award Platinum Winner
美国 MUSE設計奬 金獎
USA MUSE Design Award Gold Winner
意大利 A'DESIGN 金奖
A'DESIGN Awards
IAI 全球設計奬 銀奬
IAI Design Award
Hotelex&ID杰出餐飮設計師獎
Hotelex&ID Outstanding Catering Designer Award
ID星級設計榜
ID star design list
香港A&D Awards 2021金奖
A&D Awards
2020
中國 CIID室内設計大赛 金奖
Dayali Vanke store won the gold medal of China Interior Design Grand Prix
美國 IDA大奖 銅奬
Dayali Vanke store wins USA IDA Bronze Award
Hotelex&ID 杰出餐飮設計師奖
Hotelex 6 ID outstanding restaurant Designer Award
2012
第六届中國十大配飾設計師奬
The 6th China Top Ten Accessories Designer Awards
CDA中國設計奬红棉类 年度設計新銳人物类
CDA China Design Awards Red Cotton Awards Annual Design New Talent Awards
金堂奖中國室内設計年度評選 年度侵秀休閑空間設計奬
Jintang Awards China Interior Design Annual Awards Annual Excellent Lei- sure Space Design Award
第二届中國軟装100設計盛典 商業空間類優秀作品
The 2nd China Soft Pack 100 Design Festival Award for Outstanding Works in Commercial Space
2011
中國創新設計红星
China Innovation Design Red Star Award
2010
第十二届中國家具設計奬客廳家具類銀奬
Silver Award in the Living Room Furniture category of the 12th China Furniture Design Award
2007
CIAD亚太室内設計年大类赛入圍类
The finalist of the CIAD Asia Pacific Interior Design Biennial Grand Prix
2006
中國(深圳)國際品牌舆設計大奬赛建築舆室內設計金奖
Gold Award for Architecture and Interior Design of the China (Shenzhen) Inter- national Brand and Design Grand Prix
中國(深圳)國際品牌舆設計大奬赛優秀創意設計奬
Excellent Creative Design Award of China (Shenzhen) International Brand and Design Grand Prix
亞太室内設計雙年大奬赛
Asia Pacific Interior Design Biennial Grand Prix
CO-FOUNDER / CHIEF DESIGNER
联合创始人 / 主创设计师
刘轶楠
北京屋里门外设计有限公司 联合创始人
Co-founder of Beijing Wulimenwai Design Co., Ltd.
北京力透（LEXTO）产品设计中心 创始人、设计总监
花艺造型师
Beijing Litong (LEXTO) Product Design Center Founder, Design Director
Floral stylist
2004年毕业于北京林业大学环境艺术设计专业；
2004年起任职于《缤纷SPACE》杂志资深编辑；
2006年加入屋里门外设计公司；
2007年起担任中赫时尚空间学院软装设计课程高级讲师；
2013年策划出版了屋里门外第一本作品集《餐饮哲学》。
Graduated from Beijing Forestry University in 2004, majoring in environmental art design;
Since 2004, he has worked as a senior editor of "Colorful SPACE" magazine;
In 2006, he joined the design company outside the house;
Since 2007, he has been a senior lecturer in the soft design course of Zhonghe Fashion Space College;
In 2013, he planned and published the first collection of the book "Food and Beverage Philosophy" outside the house.
环境艺术设计专业出身，在专业设计媒体《缤纷SPACE》杂志从事十年编辑工作；2006年加入屋里门外设计公司，与设计师吴为一起共同推进屋里门外的积极发展，近年来专注于服务餐饮类客户，并形成了独具特性的设计风格；自2007年起至今，在中赫时尚空间软装学院、中华女子学院、太太悦团等机构与院校担任讲师工作，教授软装陈设、花艺造型等专业设计课程；2009年与吴为一起创立了立透产品设计中心，推出原创设计产品，并为国内外多家家居品牌提供产品设计服务。
A professional background in environmental art design, he worked in the professional design media "Fun SPACE" magazine for ten years. In 2006, he joined the design company outside the house and worked with designer Wu Wei to promote the positive development outside the house. For the service of catering customers, and formed a unique design style; since 2007, he has worked as a lecturer in the institutions and institutions of China and the United States Fashion Space Soft Pack College, China Women's College, Taitai Yuetuan, and teaches soft clothes. Professional design courses such as furnishings and floral styling; in 2009, together with Wu Wei, founded the Lito product design center, launched original design products, and provided product design services for many domestic and foreign home brands.
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Operations Director
运营总监 /
刘晨阳
15年运营经验，负责管理IN.X屋里门外日常运营及业务开展，全流程跟进项目进度，参与方案制定、资源统筹、进度控制、团队协调等，确保设计项目按时、高质量交付。以其高效的运营方式为屋里门外赢得了众多客户的信任与支持。
15 years of design experience, responsible for managing the daily operations and business development inside and outside the house of IN.X, following up the progress of the project throughout the process, participating in plan formulation, resource planning, progress control, team coordination, etc., to ensure timely and high-quality delivery of design projects . With its efficient operation mode, it has won the trust and support of many customers inside and outside the house.
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Design Director
设计总监 /
贾琦峰
作为IN.X屋里门外设计总监，奇峰与团队共创15年。参与制定公司设计策略与项目规划，根据设计目标推进设计团队管理及项目管理，与主创设计师配合交付方案并切实落地，持续推动公司设计理念的实践与市场认知度的提升。
As the interior and exterior design director of IN.X, Qifeng and his team have been creating together for 15 years. Participate in formulating the company's design strategy and project planning, promote design team management and project management according to the design goals, cooperate with the chief designer to deliver the plan and implement it, and continue to promote the practice of the company's design concept and the improvement of market awareness.
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