Da Ya Li Kapangidwe ka Mkati mwa Lesitilanti by Wei Wu

Da Ya Li Kapangidwe ka Mkati mwa Lesitilanti by Wei Wu is a highly esteemed winner of the very prestigious 2021 Mphoto ya Golide ya A' Design Award in Mapangidwe a Mkati mwa Nyumba ndi Mawonekedwe Competition Category.

GolideMkati· 2021

Da Ya Li Kapangidwe ka Mkati mwa Lesitilanti

by Wei Wu

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

Mphoto ya Golide ya A' Design Award Winner in Mkati Category

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Verified Award Winner

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Colors

The Design

About Da Ya Li Kapangidwe ka Mkati mwa Lesitilanti

Da Ya Li ndi kapangidwe ka mkati mwa lesitilanti ya bakha wowotcha ku Chengdu, China. Chinthu chachikulu pakati pake ndi nyumba yofiira yopangidwa ndi nzungu yamtengo. Zidutswa za nzungu pafupifupi 50,000 zinapukutidwa ndi kupenta ndi utoto wopopera mu shopu ya ntchito, kenako zinamangiriridwa chimodzi ndi chimodzi pa maziko owumbidwa. Mawonekedwe olukidwa amayambira pakhomo la masitepe ndikufalikira mpaka kumadera okhalako. Utoto wofiira umakumbutsa za nyumba zachifumu za ku China komanso kukoma kwa tsabola kwa zakudya za Sichuan. Makoma a njerwa zakale zakuda za utsi ndi matailosi apansi zimalinganiza kufiira kotenthako. Chotchinga chachitsulo chimagawa malowo malinga ndi zosowa za malonda.

The Recognition

About the Mphoto ya Golide ya A' Design Award

Da Ya Li Kapangidwe ka Mkati mwa Lesitilanti ndi mmodzi mwa opambana a Mphoto ya Golide ya A' Design Award, kuzindikirika kolemekezeka kwambiri komwe kumaperekedwa kwa mapangidwe a pamwamba, odabwitsa ndi odziwika. Opambana a Golide ndi zolengedwa zatsopano kwambiri, zoona patali ndi zonyezimira zomwe zimaonetsa luntha, nzeru ndi luso la opanga awo. Da Ya Li Kapangidwe ka Mkati mwa Lesitilanti akuyembekezeka kukhala chopangidwa chotamandidwa kwambiri, chokhazikitsa zochitika ndi chachikulu chomwe chimabweretsa phindu losawonekapo kale. Mapangidwe opambana Mphoto ya Golide ya A' Design Award awa ndi ntchito yodabwitsa, yolemekezeka yomwe imapindulitsa kwambiri ndi kukulitsa malire a luso, sayansi, kapangidwe ndi ukadaulo. Da Ya Li Kapangidwe ka Mkati mwa Lesitilanti amabweretsa zilakolako zamphamvu, kudzutsa chidwi, kulimbikitsa luso lolenga ndi kutikopa.

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