Da Ya Li Kev Tsim Qauv Sab Hauv Tsev Noj Mov by Wei Wu

Da Ya Li Kev Tsim Qauv Sab Hauv Tsev Noj Mov by Wei Wu is a highly esteemed winner of the very prestigious 2021 A' Design Award Kub in Tsim Chav Sab Hauv thiab Kev Nthuav Qhia Competition Category.

KubSab Hauv· 2021

Da Ya Li Kev Tsim Qauv Sab Hauv Tsev Noj Mov

by Wei Wu

Client: Beijing Da Ya Li Catering Co., Ltd.

A' Design Award Kub Winner in Sab Hauv Category

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Verified Award Winner

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Colors

The Design

About Da Ya Li Kev Tsim Qauv Sab Hauv Tsev Noj Mov

Da Ya Li yog txoj kev tsim qauv sab hauv ntawm ib lub tsev noj mov uas muag os ci nyob rau hauv Chengdu, Suav teb. Qhov tseem ceeb tshaj plaws hauv nruab nrab yog ib lub tsev ntoo liab uas xuas hlua maj (rattan) los ua. Kwv yees li 50,000 daim hlua maj raug muab txhuam kom du thiab tsuag xim hauv ib lub chaw ua haujlwm, ces mam li muab txhawm ib daig zuj zus rau saum ib lub hauv paus uas puab ua tus duab lawm. Tus qauv sib qhaib nce los ntawm lub qhov rooj nce ntaiv thiab nthuav mus txog rau thaj chaw zaum noj mov. Xim liab ua rau nco txog cov vaj tse huab tais Suav thiab tus yam ntxwv qab kub hnyiab ntawm cov zaub mov Sichuan. Cov phab ntsa cib qub xim dub pa taws thiab cov pobzeb pua hauv pem teb pab ua kom xim liab sov ntawd sib npaug zos. Ib daim tawb hlau muab lub chaw faib ua tej feem raws li kev xav tau ntawm kev lag luam.

The Recognition

About the A' Design Award Kub

Da Ya Li Kev Tsim Qauv Sab Hauv Tsev Noj Mov yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Da Ya Li Kev Tsim Qauv Sab Hauv Tsev Noj Mov xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Da Ya Li Kev Tsim Qauv Sab Hauv Tsev Noj Mov ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The super symbol of this brand - the tree house, is like a childhood dream, which represents people's pursuit of the heart of child. The rattans has built undulating shapes, weaving a beautiful vision in the infinite tenderness and evoking the most rustic and authentic memory of the diners .
Dimensions & Packaging: We set the lines of red rattan according to the drawings on site, and made the base of the keel. 50,000 rattans were uniformly polished and spray-painted in the workshop, and then were attached one by one to the base of the keel, then we adjusted and modified and painted finally. It’s majestic, the metal grille separates the space and meets the commercial needs, it properly connects every dimension of the space by its hotizontal, vertical lines with rich layers without losing the whole.
Tags: Da Ya Li, Wei Wu, Shi Yunfeng, Roast Duck, Chengdu Restaurant
Production Technology: The most highlighted part is the tree house made of rattan. Like other raw materials as bricks and wood, the solid weave pattern slowly rises from the entrance of the staircase and eventually extends to the seats. The cool smoky black antique brick walls and floor tiles reduce the restlessness and anxiety brought by the warm red, achieving a delicate balance between color and material temperature. Materials, colors, and craftsmanship are intrinsically connected with the super symbol tree house. For example, the rattan for wall decoration, the rattan for tree house, and the rattan for door panels are the same one with different handling methods.
Design Challenge: We had 2 challenges. This roast duck restaurant brand - Da Ya Li, has been in the catering market for over two decades. The first challenge was aging problem of an old brand, and the other challenge was how to better integrate into the local Sichuan culture as a Beijing cuisine. How to maintain the endless vitality of an old brand is a great challenge, but in this project, the designer is facing both challenges of brand image upgrading and integrating into the local culture.
Research: Research background: Commercial space.
Research object:20-year old restaurant chain brand .
Research purpose: We had 2 challenges. This roast duck restaurant brand - Da Ya Li, has been in the catering market for over two decades. The first challenge was aging problem of an old brand, and the other challenge was how to better integrate into the local Sichuan culture as a Beijing cuisine.
Method: Feel the image of "visual symbols" in the space, a "subversive" spatial processing technique.
Commercial value: To realize two values, one is communication value, so that consumers have a topical communication carrier, and the other is the ability to form a brand visualization symbol to strengthen and deepen the brand experience.
Inspiration: The red color is a symbol of solemn Chinese royal architecture, and it is also the typical sign of peppery taste in Sichuan cuisine. This color is presented in this project with a visually striking image, which evokes taste memory and recalls national culture at the same time.
Project Duration: The project started in June 2019 in Chengdu and finished in September 2019 in Chengdu.
Operation Flow: To feel the image of "visual symbol" in the space, two values must be realized. One is to spread the value, customers have a topical communication carrier , and the other is to be able to form a brand visual symbol, strengthen and deepen the experience of the brand. The core visual focus of the space is the red tree house. This super-symbol image can form a memory point for a brand, and create better spreading effect, so that the local has a new understanding of Beijing cuisine.
Team Members: Wei Wu, Jia Qifeng, Liu Chenyang, Jia Chenjuan, Jin Shengxu, Ying Zheguang
Image Credits: All Images
Photography: Shi Yunfeng
Project planning: Lele Brand Strategy