Interior Design Alliance
In 2020, under the joint efforts of Guo Dong, the second generation manager of HUDA Restaurant, and IN.X, the main restaurant of HUDA on Guijie Street completed its first overhaul of the space in 20 years.
When it reopened for business, the crowded queues made designer Wu Wei sigh with relief, but he also said it was actually expected.
The initial program was twice questioned
Eventually did not modify a place
“Everyone be prepared for the possibility of starting over all over again.” — Although he thought it through, Wu Wei still sent such a message to the team designers before the last discussion.
At the end of the initial meeting, the design was unanimously approved, but afterwards it was met with two comprehensive questions – the operators and experts raised many doubts about the direction of HUDA’s new look, the degree of artistry, the treatment of tradition and contemporary, and so on.
In several communications, the ramification under pressure responded, “This time, we are standing in the future to look at HUDA and to capture tomorrow’s clientele and market.” When the entire program logic was fully articulated clearly, the response was finally received – “Since your considerations have been so comprehensive, let’s follow the initial program.”
As a result, HUDA reopened at the end of last year and once again became a scenery on Guijie Street with a full house of guests.
HUDA and Gui Street
are growing together
▲Dongzhimennei Street (Gui Street) in the early 60s
▲80s Dongzhimenne Street (Gui Street)
In 2016, Guo Dong handed over the HUDA branch for the first time with the mindset of “try it out”. Since then, he has never been disappointed. Although Wu Wei is not a good speaker and rarely shows his face in the scene, he still becomes the most business savvy restaurant designer in his circle and among his friends.
From outdoor to indoor, the use of large stripes of green bricks continues the street style into the interior. The restaurant seems to grow out of the street, rather than abruptly exist. Inside the Second Ring Road, in the unique hutong gray of Beijing’s old city, the smoky atmosphere of HUDA’s restaurant comes to life day after day.
Inside the restaurant, the artistry also shifts from specific furnishing objects to the more macroscopic space itself.
The red and gray that represent Beijing city, the deconstructed traditional architecture, the reinterpretation of the patio and eaves, the transparent and smooth flow of the movement line, the movement of light and shadow without moving, the change of the sky and pedestrians outside the window, the expansion of internal functions, the change of lighting time, and even the disappearance of gender separation in the bathroom are all more subtle artistic expressions in the design.
The geographical location and landscape history have branded HUDA with a heavy cultural gene. This is the force it can borrow, so the design of the space itself tends to be more light and relaxed.
“Your design idea?”
“Making a house for urban fireworks”
The renovated HUDA is first of all uplifting and pleasant. The secondary architectural design divides the originally maze-like restaurant into clear sections, and the various areas are connected to each other. And no matter where you sit, the sunlight and outdoor view are part of the composition of the area.
A more rhythmic tethered railing replaces the old antique style railing. These railings become the best visual focal point for the view through the floor-to-ceiling windows and through the outdoor landscape.
The large area of green bricks presents an understated but rich layering with the overlay of light and shadow and cut details. The Forbidden City red, which can represent the taste of HUDA and the capital, captures diners at first glance through the eye-catching staircase. It is designed to rely on the clear movement lines in the space, and the visuality is only its added value.
The bar is added as a new functional area, supplementing the function of the waiting area while adding a youthful vitality to HUDA. Also breaking out is the otherwise unremarkable restroom area. The lighting colors of daytime, mealtime and late-night snacking are staggered to change the mood and time of day.
The traditional materials are used extensively, but they are interpreted with modern techniques and design to give them a contemporary feel of simplicity and sophistication. This contemporary feeling grows from the most simple place, with a rich atmosphere of fireworks, and also with a style that belongs to HUDA and Guijie.
Gui Street is crowded with visitors, and it has long been fashionable to wait for two or three hours for a table under the lively plaque of HUDA.
Over the past 20 years, HUDA has become a restaurant brand that represents Guijie, and even Beijing, as a mutually beneficial restaurant brand with Guijie. In the face of the constantly iterating future clientele and the new needs of the region and city for restaurant culture, HUDA must complete an upgrade to ensure a more lasting vitality.
The restaurant strategy trilogy is a set of design strategies proposed by designer Wu for mature restaurant brands. It helps brands to complete brand upgrade through space upgrade in a targeted manner, and then realize the value of continuous empowerment for mature brands.
Project Name: HUDA General Store
Interior Design: IN.X Design
Design creator: Wu Wei
Design Team: Liu Chenyang, Jia Qifeng, Li Yan
Interior Furnishing: Jin Shengxu, Song Jiangli, Ying Zheguang
Lighting Design: Zhu Haiyan
Project area: 1050 square meters
Project Photography: Zheng Yan
Project Video: Flying
Project Planning: Yue Brand Strategy Agency
Strategy first, design second
Developing a proper business strategy is an important strategy for companies to gain sustainable competitive advantage in their own industry. A clear strategy and a strategy-based design are the effective ways for brands to win every stage of market and brand battles. In business strategy management, we divide the brand into three different stages: entrepreneurial, growth, and maturity. There are corresponding strategies for the three different stages.
Business strategy is like the overall battle of brand development, and each stage of brand growth can be seen as a battle. Each space of presentation is a battle. Only under the premise of the correct overall strategy, each battle will have a more detailed and clearer approach to the battle. And this set of strategies and guidelines will help the brand in each battle to clarify the goal. That is, each space design in accordance with the business strategy has a clear design criteria. In this way can win each battle, to win each stage of the battle in the market competition. This will ultimately help the brand to obtain lasting vitality, so that stand in the fierce competition in the market.
Wu Wei, the master of domestic restaurant space design, the host and creative director of IN. He has reached a close strategic partnership with many leading restaurant brands in China.
He advocates the use of design to empower brands, combining business thinking, focusing on the history and renewal of brands, injecting the vitality of the times, and providing fully considered, forward-looking solutions. At the same time, he has become a witness of the new generation of Chinese food and beverage brands’ transformation and change.