2020年，在胡大飯館第二代管理人——郭冬和IN.X屋里門外的一同推動(dòng)下，簋街胡大總店完成了20年來第一次翻天覆地的空間改造。In 2020, under the cooperation between Guo Dong - the second-generation manager of Huda Restaurant and the design team of IN.X, Huda Restaurant in Guijie completed its first refurbishment in the past 20 years.

重新開門營(yíng)業(yè)時(shí)，人山人海的排隊(duì)場(chǎng)面讓設(shè)計(jì)師吳為松了一口氣，但他也說這其實(shí)是預(yù)料之中的，胡大這把牌交出來，他是熟悉打法的。When the restaurant is reopened, the queuing crowd is a relief to the designer Wu Wei, who said that this was actually what he had expected, because he was familiar with the game rule of Huda Restaurant. 初始方案被兩次質(zhì)疑最終未修改一處The initial plan was questioned twiceBut finally, nowhere has not been changed “大家做好準(zhǔn)備，有可能會(huì)全部重來。”——雖然心里有底，但吳為還是在最后一次討論會(huì)之前給團(tuán)隊(duì)設(shè)計(jì)師發(fā)出這樣一條信息。初次會(huì)議結(jié)束時(shí)，設(shè)計(jì)方案雖然全票通過，但在之后卻迎來了兩次全面質(zhì)疑——對(duì)于胡大新面貌的方向、藝術(shù)化程度、傳統(tǒng)和當(dāng)代的處理方式等等，運(yùn)營(yíng)者和專家提出了很多疑慮。"Let’s get ready, we might need to start all over again." - Although known exactly what he designed, Wu Wei still sent such a message to the design team before the last meeting. At the end of the first meeting, although the design proposal was passed unanimously, it comes under doubts afterwards. Operators and experts put forward a lot of questions about the direction of new brand image, the artistry, and the traditional and contemporary treatment methods.

在多次溝通中，壓力下的屋里門外夯實(shí)回應(yīng)：“這一次，我們是站在未來看胡大，要抓住明天的客群和市場(chǎng)。”當(dāng)整個(gè)方案邏輯完整地闡述清晰之后，最終得到了這樣的回應(yīng)——“既然你們的考量已經(jīng)這么全面，那就按照最初的方案來吧。”于是，胡大在去年年末重新開張，賓客盈門的火爆場(chǎng)面再次成為簋街上一道風(fēng)景。Facing this challenge and under such pressure, IN.X responded firmly: "This time, we design from the future perspective of Huda, and we must seize the customers and market of the future." After explaining the logic of the whole plan in detail, the design team finally got this response:”Since your considerations are so comprehensive, then just follow the original plan." As a result, when Huda Restaurant reopened at the end of last year, the scene of crowded guests at the door once again became a scenery on Guijie Street. 胡大和簋街是長(zhǎng)在一起的Huda and GuijieAre grown as a whole

60年代初的東直門內(nèi)大街（簋街）

80年代東直門內(nèi)大街（簋街）

2016年，郭冬抱著“試試看”的心態(tài)，第一次將胡大分店交給了屋里門外，自此開始，他便從未失望過。吳為雖不善言辭，很少拋頭露面于場(chǎng)面中，但他仍然成為圈子里、朋友口中，最懂商業(yè)的餐飲設(shè)計(jì)師。In 2016, it was the first time Guo Dong commissioned IN.X to design a branch of Huda Restaurant. Since then, he has never been disappointed. Although Wu Wei rarely shows in the public activities, he has been regarded as a skilled designer who understand business the most in catering space design field.

從室外到室內(nèi)，大面積條形青磚的使用，將街面風(fēng)格延續(xù)到了室內(nèi)，餐廳仿佛從街道上生長(zhǎng)出來，而不是突兀的存在。在二環(huán)內(nèi)，北京老城區(qū)獨(dú)具特色的胡同灰中，胡大店中日日紅火的煙火氣撲面而來。From exterior to interior, a large area of striped black bricks are used to extend the street style to the indoors, as if the restaurant grew from the street, rather then an unexpected existence. Located inside the second ring road in Beijing, the prosperous dining environment of Huda Restaurant is booming in the unique gray alley of the old urban district.

餐廳內(nèi)，藝術(shù)性也是從具體的陳設(shè)物件轉(zhuǎn)入更為宏觀的空間本身。能夠代表北京城的紅與灰、被解構(gòu)的傳統(tǒng)建筑結(jié)構(gòu)、天井與屋檐的再度演繹、通透而氣息流暢的動(dòng)線梳理、不動(dòng)聲色的光影游移、窗外天色行人變幻、內(nèi)部功能擴(kuò)充、燈光分時(shí)變化，甚至是衛(wèi)生間的性別區(qū)隔消失都是設(shè)計(jì)中更加隱晦的藝術(shù)表達(dá)。Inside the restaurant, the artistry is conveyed from the furnishings to the overall space. As the typical color of Beijing, red and gray form the palette of space, where traditional building structure elements are deconstructed and recombined in patios and eaves. With transparent and smooth line, the interior light and shadow change quietly along with the weather and pedestrians outside the window. Even the space function arrangement, lighting change with time and the disappearance of gender divisions in the bathroom are more subtle artistic expressions in the design.

地理位置與景觀歷史為胡大烙上了厚重的文化基因，這是它可以借的力，于是空間本身的設(shè)計(jì)更趨于輕盈，一張一弛，反而獲得四兩撥千斤的效果。The location and landscape history gave Huda Restaurant a profound cultural gene, which is what it can borrow. As a result, the design of the space tends to be lighter, where the harmonious combination of tension and relaxation reach a good effect. “您的設(shè)計(jì)思路？”“給城市煙火造房子”"What’s your design idea?""Building a house for the passion for life."

改造后的胡大首先是讓人振奮和愉快的，二次建筑設(shè)計(jì)把原本像迷宮一樣的餐廳區(qū)隔得格外清晰，各個(gè)區(qū)域彼此連通，而無論坐在哪里，陽(yáng)光和室外景觀都是構(gòu)成區(qū)域的一部分。The renovated Huda Restaurant is inspiring and enjoyable. The design separates the restaurant function areas clearly, which was a disorder originally like a maze. After completion, each area is connected to each other to guarantee enough sunlight and outdoor landscape no matter where you sit.

節(jié)奏感更強(qiáng)的拴馬樁造型欄桿取代古建風(fēng)格的舊欄桿，視線透過落地窗與室外景觀貫通，這些欄桿成了最好的視覺焦點(diǎn)。Rhythmic railings in the shape of hitching post replace the old railings in the ancient architectural style. When the sight is connected to the outdoor landscape through floor-to-ceiling windows, these railings have become the best visual focus.

大面積的青磚在光影和切割細(xì)節(jié)的疊加下呈現(xiàn)出低調(diào)而豐富的層次感。能夠代表胡大味道和京城的故宮紅通過醒目的樓梯在第一時(shí)間抓住食客，它依托空間中明確的動(dòng)線而設(shè)計(jì)，視覺性只是它的附加值。The large area of black bricks presents a low-key and rich layering under the superposition of light and shadow and cutting details. Forbidden City Red, which can also represent the taste of Huda Restaurant, catches the diners immediately through the eye-catching stairs. It is designed based on the clear movement in the space, and the visual effect is the added value.

吧臺(tái)作為新的功能區(qū)增加，補(bǔ)充等位區(qū)功能的同時(shí)給胡大增添了一份年輕的活力。同樣突圍的，還有本不起眼的洗手間區(qū)域——白天、就餐時(shí)間、夜宵三個(gè)時(shí)段的燈光色彩交錯(cuò)“轉(zhuǎn)場(chǎng)”，劇情應(yīng)和著情緒和時(shí)間變換。The bar counter was added as a new functional area, supplementing the waiting area and adding a young vigor to the restaurant. Another breakthrough was made in the washroom: the lighting colors change according to the three periods of daytime, meal time, and midnight snack time, echoing with mood and time.

傳統(tǒng)材料盡管大面積使用，卻因?yàn)楝F(xiàn)代手法的加工和設(shè)計(jì)演繹而使它們充滿簡(jiǎn)潔高級(jí)的當(dāng)代感，這種當(dāng)代感是從最樸素之處生長(zhǎng)起來的，帶著濃郁的煙火氣，也帶著一份屬于胡大和簋街的風(fēng)范。Although traditional materials are used on a large scale, they are full of concise and upscale contemporary feeling because of the modern processing and design techniques. This kind of contemporary feeling grows from the simplest place, with a strong passion for life and a style that belongs to Huda Restaurant and the Guijie Street.

簋街游人如織，在胡大熱鬧的牌匾下動(dòng)輒等位兩三個(gè)小時(shí)，早已是種時(shí)髦。Crowded with tourists, It has already become a trendiness in Gui Jie Street to wait for two or three hours under Hu Da's signboard. 20年來，胡大作為與簋街互生共榮的餐飲品牌已經(jīng)成為一張代表簋街，甚至代表北京的餐飲名片。面對(duì)不斷迭代的未來客群以及區(qū)域、城市對(duì)餐飲文化的新需求，胡大必須完成升級(jí)以保證更持久的生命力。In the past 20 years, Hu Da, as a catering brand that co-exists with Guijie Street, has become a business card representing Guijie and even Beijing. Facing the future ever-changing customer group and the new needs of regional and urban culinary culture, Hu Da has to complete the upgrade to ensure a more lasting vitality. 餐飲策略三部曲是設(shè)計(jì)師吳為針對(duì)成熟餐飲品牌提出的一套設(shè)計(jì)策略，它幫助品牌有針對(duì)性地通過空間升級(jí)完成品牌升級(jí)，進(jìn)而實(shí)現(xiàn)為成熟品牌持續(xù)賦能的價(jià)值。The catering strategy trilogy is a set of design strategies proposed by the designer Wu Wei for mature catering brands. It helps brands to complete brand promotion through space upgrading in a targeted manner, and then adds sustaining value for mature brands.

項(xiàng)目信息?

項(xiàng)目名稱：胡大總店

室內(nèi)設(shè)計(jì)：IN.X 屋里門外設(shè)計(jì)

設(shè)計(jì)主創(chuàng)：吳為?

設(shè)計(jì)團(tuán)隊(duì)：劉晨陽(yáng)、賈琦峰、李巖

室內(nèi)陳設(shè)：金升旭、宋江麗、應(yīng)哲光

燈光設(shè)計(jì)：朱海燕

項(xiàng)目面積：1050㎡

項(xiàng)目攝影：鄭焰

項(xiàng)目視頻：飛翔

項(xiàng)目策劃：楽品牌策略機(jī)構(gòu)?

Project data Project name: Huda Restaurant Main?

StoreInterior design: IN.X Chief designer: Wu Wei

Design team: Liu Chenyang, Jia Qifeng, Li YanInterior furnishings: Jin Shengxu, Song Jiangli, Ying ZheguangLighting design: Zhu Haiyan

Project area: 1050 square meters

Project Photography: Zheng Yan

Project Video: Fei Xiang

Project planning: LELE Brand Strategy?

策略為先，設(shè)計(jì)為後Strategy First, Design Follows

制定恰當(dāng)?shù)纳虡I(yè)策略，是企業(yè)在自己所處行業(yè)中獲得可持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)的重要戰(zhàn)略，而明確策略並以策略為先進(jìn)行空間設(shè)計(jì)，是品牌打贏每壹階段市場(chǎng)和品牌戰(zhàn)役的有效方法。在商業(yè)策略管理中，我們將品牌劃分為三個(gè)不同階段：創(chuàng)業(yè)期、成長(zhǎng)期、成熟期。針對(duì)三個(gè)不同階段也有相對(duì)應(yīng)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(yè)策略好比品牌發(fā)展的整體戰(zhàn)，而每壹階段的品牌成長(zhǎng)皆可看作是看做壹場(chǎng)戰(zhàn)役，每壹個(gè)空間的呈現(xiàn)則都是壹場(chǎng)戰(zhàn)爭(zhēng)。只有在整體戰(zhàn)略正確的前提下，每壹場(chǎng)戰(zhàn)役才會(huì)有更細(xì)化、更明確的作戰(zhàn)方針，而這套策略和方針幫助品牌在每壹場(chǎng)戰(zhàn)爭(zhēng)中明晰目標(biāo)，即在每壹次空間設(shè)計(jì)中依照商業(yè)策略擁有明確的設(shè)計(jì)準(zhǔn)則，這樣才能打贏每壹場(chǎng)戰(zhàn)爭(zhēng)，取得市場(chǎng)競(jìng)爭(zhēng)中每壹階段的戰(zhàn)役勝利，最終幫助品牌獲得持久生命力，在激烈的市場(chǎng)競(jìng)爭(zhēng)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.