吴为：萬蔚餐厅成都店 | 策略餐饮系列

成都，城市面积广大，又常常笼罩在烟波似的雾气里，从人民湖边的沸腾小馆，到被历代文人书写过的葱茏树下，再至339电视台——瓜子就着盖碗茶、悠悠然翘脚采耳、太古里彻夜无休。成都，永远在都市生活的无数分支中引领潮流，摩登里混杂着丰盛的乡土烟火气——“味忌单行”这个厨艺讲究，放到这座城市再适合不过。

Chengdu, a large city shrouded in smoky mist, is well known for the bustling restaurants by the People's Lake, the verdant trees in the past literature, and the 339 TV tower, where people enjoy melon seeds together with tea, leisurely ear clearing service, and nightlife in Taikoo Li. Chengdu is always leading the trend in countless types of urban life, featuring modern mixed with the rich local lifestyle. The culinary skill of "Integrated Tastes" fits the city the best.

 

 

 

 

 

 

萬蔚餐厅，成都世茂店，由IN.X屋里门外操刀完成空间内部设计，在这座大开大合的城市里，设计师正用空间将精妙滋味演绎成蔚为大观。

Designed by IN.X, Wan Wea Restaurant in Shimao Plaza Chengdu is showcasing its exquisite taste through space in this large-open city.

 

 

01

城记·摩登烟火

City image·Modern and local life

 

 

 

 

台上旦角撩衣挥袖，抬首挑眉，一段悠悠长的婉转唱腔随刚刚捏起的一卷烤鸭畅然下了肚——烤鸭和京剧进了成都，纷纷入乡随俗，皇城贵气减六分，三分让给年轻摩登，三分留给烟火气，这是空间的力道。

As the actress performs Peking opera on the stage, the diners enjoy the roast duck along with a long and tactful vocal music. When the roast duck and Peking opera enter Chengdu, they follow the local customs. The imperial and noble characteristics are reduced, half of which is given way to young and modern sense, and half is given way to the local lifestyle. This is the space power.

 

 

 

大面积的素灰色将位于购物中心的萬蔚空间向更深处沉淀下去，而后灯光跃然于上，浮游穿梭于天花和立面，整个空间骨骼流线被勾勒得清晰灵动。

灰是城市肌理中质朴的市井色，裸露天花泰然悬于上，和粗粝的青石条共同稳定整个空间，亦如经过数年洗礼的老城，有限沧桑，无尽气阔。

A large area of plain gray makes Wan Wea Restaurant massive and textured in the shopping center. When the light is floating among the ceiling and facade, the entire space layout is outlined clearly and smartly.

Gray is the pristine street color in the urban fabric. The bare ceiling together with the rough black stone strips stabilizes the entire space, just like the old city with limited vicissitudes and endless aura.

 

 

 

 

 

深沉底色上，天花流线与弧面是搅动空间活力的低调开端，空间流动感抵消了本可能出现的清冷情绪。吧台顶部深色镜面不锈钢板倒映光怪陆离的摩登区域，细长金属管筒灯笔直排开垂吊，精致的工业感毫无矫揉造作，像极年轻人的宣告。

On the deep palette, the flow lines and curved surfaces of the ceiling are the low-key beginnings that will stir the vitality of space, where the flowing sense of space counteracts the cool emotions that may have appeared. The dark mirrored stainless steel plate on the top of the bar reflects the weird and modern area, and the slender metal tube downlights are lined up and hung vertically. The exquisite industrial sense comes into being, just like the announcement of a young man.

 

 

 

02

焦点·空间心脏

Focus·Space heart

 

 

 

散座区中央，从天花向下插到地面的酒窖“雕塑”是整个空间的视觉中心。在冷静色调中，半透明的亚克力酒架与正红色墙体一圆一方，在层叠阵列的灯管管线烘托下点亮，也点燃了整个餐厅。

In the center of the dining area, the wine cellar sculpture inserted from the ceiling down to the ground is the visual center of the entire space. In the calm tone, the round translucent acrylic wine rack matches with the square red wall, lit up by the stacked array of light pipes, which also lightens the entire restaurant.

 

 

 

无论在空间的任一位置，中心地带的酒窖都清晰可见，如同一颗充满活力的大型心脏，将血液和养分输送到每个角落。

Clearly visible from anywhere in space, the wine cellar in the center is like a large energetic heart, transporting blood and nutrients to every corner.

 

 

 

酒窖的视觉出位有其另外一重意义。在萬蔚，融合了烤鸭和川味的地道菜系之外，属于年轻人的小酌意趣更加被重视，于是，酒窖配合吧台区主宰空间中的潮流感，工业、迷幻、电子、时尚统统被注入粗粝质朴的结构外壳中，像极了成都这座城。

The visual presence of the wine cellar has another significance. In Wan Wea Restaurant, in addition to the authentic cuisine that integrate roast duck and Sichuan flavor, the young people’s interest in drinking is more valued. Therefore, the wine cellar combines with the bar to dominate the trendy sense of space, where the industrial, illusive, electronic, and fashionable elements are injected into the rough and simple structural shell, which resembles the city of Chengdu.

 

 

03

策略为先，设计为后

Strategy First, Design Follows

 

 

 

在萬蔚的空间策略中，如何能将自在悠闲又怀揣十足好奇心的食客迎进店里是设计师的第一个课题。设计师吴为将餐厅散座区连同中央酒窖整个向商场公共空间打开，极具张力的空间形象如同“黑洞”一般拥有吸聚力量。

 

In the space strategy of Wan Wea, how to attract leisurely and curious diners into the restaurant is the designer's first concern. Designer Wei Wu made the dining area and the central wine cellar open to the public space of the shopping mall. The space with great tension is like a "black hole" that has the power to attract and gather people.

  

 

 

进入空间后，吴为打造餐厅结合酒吧的新兴业态，以多种方式留住年轻的消费群体，前卫绚丽的细节设计将食客吸引的同时，粗粝质朴的空间则带来熟悉的日常烟火气，地道精致的味觉与“提鲜”的戏剧艺术融入自然成了让人流连难忘的点睛之笔。

 

Inside, Wei Wu created a new business form combining a restaurant with a bar to retain young consumers in a variety of ways. While the avant-garde and gorgeous detailed design attracts diners, the rough and simple space brings a familiar daily hustle and bustle life atmosphere. The authentic and refined taste integrated with the refreshed Peking opera has become the finishing touches that make people stay and impressive.

 

 

 

拨开成都的雾气向内看——葱郁平原之上，这座城的勃勃生机如翻滚浪潮，拍打在城市堤岸，只一缕烟火或是一成不变的时髦都不能满足这里的人对“生活”的全部想象，非要粗糙的精致、时髦的稚拙才能敲开讲究食客的心门。

正因如此，萬蔚，便有了万种况味。

Dispelling the mist of Chengdu and looking inward - above the lush plains, the city’s vitality is like a thundering tide upon the shore. Only the hustle and bustle of the city life or the unchanging fashion can not satisfy the imagination of life for people there, only the rough refinement and fashionable plainness can impress the diners.

As a result, Wan Wea Restaurant has diversified tastes.

 

项目信息

项目名称：萬蔚餐厅成都世茂店

项目地点：中国 · 成都

项目面积：1180 ㎡ 

室内设计：IN.X屋里门外设计    

设计主创：吴为 

设计网站：www.inxid.com

室内陈设：宋江丽 金升旭 应折光  

设计团队：贾琦峰 刘晨阳 贾晨娟

灯光设计：光石普罗照明

项目摄影：郑焰

项目视频：肖石明

项目策划：楽品牌策略机构

Project information

Project name: Wan Wea Restaurant in Shimao Plaza Chengdu

Project location: Chengdu, China

Project area: 1180 ㎡

Interior design: IN.X

Designer: Wei Wu

Design website: www.inxid.com

Interior furnishings: Jiangli Song, Shengxu Jin, Zheguang Ying

Design team: Qifeng Jia, Chenyang Liu, Chenjuan Jia

Lighting design: PRO Lighting Consultant

Project photography: Yan Zheng

Project video: Shiming Xiao

Project planning: LELE Brand Strategy Agency

 

 

策略為先，設計為後

Strategy First, Design Follows

制定恰當的商業策略，是企業在自己所處行業中獲得可持續競爭優勢的重要戰略，而明確策略並以策略為先進行空間設計，是品牌打贏每壹階段市場和品牌戰役的有效方法。在商業策略管理中，我們將品牌劃分為三個不同階段：創業期、成長期、成熟期。針對三個不同階段也有相對應的策略。

Formulating an appropriate business strategy is an important strategy for an enterprise to obtain a sustainable competitive advantage in its own industry, and a clear strategy and strategy-first space design is an effective way for a brand to win every stage of the market and brand battle. In business strategy management, we divide the brand into three different stages: the entrepreneurial period, the growth period, and the mature period. There are corresponding strategies for the three different stages.

商業策略好比品牌發展的整體戰，而每壹階段的品牌成長皆可看作是看做壹場戰役，每壹個空間的呈現則都是壹場戰爭。只有在整體戰略正確的前提下，每壹場戰役才會有更細化、更明確的作戰方針，而這套策略和方針幫助品牌在每壹場戰爭中明晰目標，即在每壹次空間設計中依照商業策略擁有明確的設計準則，這樣才能打贏每壹場戰爭，取得市場競爭中每壹階段的戰役勝利，最終幫助品牌獲得持久生命力，在激烈的市場競爭中屹立不倒。

Business strategy is like the overall battle of brand development, and each stage of brand growth can be seen as a battle, and the presentation of every space is a battle. Only on the premise that the overall strategy is correct, each battle will have a more detailed and clear operational policy, and this set of strategies and policies will help the brand to clarify the goal in every war, that is, in every space design China has clear design guidelines in accordance with its business strategy, so as to win every war and win every stage of market competition, and ultimately help the brand gain lasting vitality and stand firm in the fierce market competition.

 

 

設計師

BIOGRAPHY

 

 

 

吳為，國內餐飲空間設計的集大成者，IN.X屋裏門外的主持人暨創意總監，四季民福烤鴨店、胡大飯店，大鴨梨烤鴨店等知名餐飲品牌的“禦用”設計師，秉持“策略為先，設計為後" 的設計理念，與中國多個領先餐飲品牌達成了密切的戰略合作夥伴關系。

As the founder and creative director of IN.X based in Beijing, the interior 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 maintained close strategic partnerships with many leading Chinese catering brands. 

他主張以設計為品牌賦能，結合經營思維，關註品牌的歷史與新生，註入時代生命力，