Da Ya Li ئاشخانا ئىچكى بېزەك لايىھىسى by Wei Wu

Da Ya Li ئاشخانا ئىچكى بېزەك لايىھىسى by Wei Wu is a highly esteemed winner of the very prestigious 2021 A' Design Award ئالتۇن مۇكاپاتى in ئىچكى بوشلۇق ۋە كۆرگەزمە لايىھەلەش Competition Category.

ئالتۇنئىچكى بېزەك· 2021

Da Ya Li ئاشخانا ئىچكى بېزەك لايىھىسى

by Wei Wu

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

A' Design Award ئالتۇن مۇكاپاتى Winner in ئىچكى بېزەك Category

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Colors

The Design

About Da Ya Li ئاشخانا ئىچكى بېزەك لايىھىسى

دا يا لى بولسا جۇڭگونىڭ چېڭدۇ شەھىرىدىكى بىر قورۇق ئۆردەك ئاشخانىسىنىڭ ئىچكى بېزەك لايىھىسى. ئۇنىڭ مەركىزىي ئالاھىدىلىكى چىرماشتىلدىن ياسالغان قىزىل دەرەخ ئۆيدۇر. تەخمىنەن 50،000 دانە چىرماشتىل پارچىسى ئۇستىخانىدا سىلىقلىنىپ، پۈركۈپ سىرلانغاندىن كېيىن، شەكىللەندۈرۈلگەن ئاساسقا بىر-بىرلەپ مۇقىملاشتۇرۇلغان. توقۇلما نۇسخا پەلەمپەي كىرىش ئېغىزىدىن باشلىنىپ، ئولتۇرۇش رايونلىرىغىچە سوزۇلىدۇ. قىزىل رەڭ جۇڭگو خانلىق بىناكارلىقىنى ۋە سىچۈەن تائاملىرىنىڭ مۇچلۇق تەمىنى ئەسلىتىدۇ. ئىس-تۈتەك قارا رەڭلىك قەدىمىي خىش تاملار ۋە يەر كاھىشلىرى ئىللىق قىزىل رەڭنى تەڭپۇڭلاشتۇرىدۇ. مېتال رېشاتكا بوشلۇقنى سودا ئېھتىياجى ئۈچۈن ئايرىپ تۇرىدۇ.

The Recognition

About the A' Design Award ئالتۇن مۇكاپاتى

Da Ya Li ئاشخانا ئىچكى بېزەك لايىھىسى A' Design Award ئالتۇن مۇكاپاتىنىڭ غالىبى، بۇ بىرىنچى دەرىجىلىك، ئاجايىپ ۋە ئوتتۇرىغا چىققان لايىھىلەرگە بېرىلىدىغان ئىنتايىن ئابرويلۇق ئېتىراپتۇر. ئالتۇن غالىبلىرى لايىھىلىگۈچىلىرىنىڭ ئىستېداتى، ھېكمىتى ۋە ماھارىتىنى ئەكس ئەتتۈرىدىغان ناھايىتى يېڭىلىقچان، يېراقنى كۆرەر ۋە كۆزنى چاقنىتىدىغان ئىجادىيەتلەردۇر. Da Ya Li ئاشخانا ئىچكى بېزەك لايىھىسى ئىلگىرى كۆرۈلمىگەن قىممەت يارىتىدىغان، ناھايىتى ماختالغان، يۈزلىنىش بەلگىلىگۈچى ۋە ئابىدە خاراكتېرلىك ئىختىرا بولۇشى ئۈمىد قىلىنىدۇ. A' Design Award ئالتۇن مۇكاپاتىنى يەڭگەن بۇ لايىھە سەنئەت، ئىلىم-پەن، لايىھە ۋە تېخنىكىنىڭ چېگرالىرىنى زور پايدا بىلەن كېڭەيتىدىغان كۆزنى قاماشتۇرىدىغان، ئىززەتلىك تۈر. Da Ya Li ئاشخانا ئىچكى بېزەك لايىھىسى كۈچلۈك ئارزۇ ھېسسىياتى پەيدا قىلىدۇ، قىزغىنلىقنى قوزغايدۇ، ئىجادىيەتنى رىغبەتلەندۈرىدۇ ۋە بىزنى مەپتۇن قىلىدۇ.

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