——

创造一把打开空间盒子的密钥

怀旧、松弛、精致和味道交融

用高密度的空间记忆点点亮簋街、击中年轻人

成就非凡的品牌价值增量

Creating a key to unlock the spaceWhere nostalgia, relaxation, refinement, and flavor blendUsing high-density spatial memory points to energize Guijie Street and resonate with youthAchieving exceptional brand value growth

在簋街密集的肌理轨迹中，品牌无不想要清晰的可识别性，建筑甚至展现出某种“奇观”，使自己得以被记住。在这条视觉和商业信息的洪流里，有一个品牌“向后退”了一步，完成了从2016到2025这十年间的再一次跃升——它是胡大五店：更年轻、更北京、富于想象力。

On Guijie Street, a restaurant’s exterior is its strongest statement. Brands fight for visibility, often creating spectacle to be seen and remembered. But one brand stepped back — Hu Da’s 5th store (2016-2025) evolved to feel younger, more Beijing, and imaginative.

胡大五店以它的高度差异化从胡大系列中脱颖而出，它怀旧、休闲同时也充满热情，它不仅仅属于簋街、属于北京，更属于年轻人，属于炙热的生活。

Hu Da 5th Store out in the chain with its unique vibe — nostalgic, casual, yet energetic. It belongs to Guijie Street, Beijing, and above all, to young people and hot lives.

01.

建筑独白

Architecture

建筑独白

融入 融入 绽放

Step Back

Blend In

胡大五店的魅力开始于入口的显现和路径设计。路易斯·康 (Louis Kahn) 曾经精辟地定义过建筑入口的意义：入口是一个建筑表达它是什么和它如何开始的地方。它不仅仅是门，它是邀请。

Hu Da 5’s charm starts at its entrance. Louis Kahn defined an entrance as where a building expresses what it is and how it begins — not just a door, but an invitation.

不同于尽可能探向街道的店铺，吴为在设计之初便决定将多余的用地退还给街区，使建筑退行至初始态，这不仅使胡大的建筑邀请呈现出成熟与谦逊，更为下一步的设计埋好了伏笔。

Unlike street-facing shops, Wu Wei of IN.X stepped the building back, returning space to Guijie Street. This move shows maturity and humility while setting the stage for design.

退还面积后，设计师将其整体形态还原为北京传统的带有台阶的坡屋顶建筑，以金属和玻璃材质代替砖瓦厚重实体，转化为餐厅与街道之间透明轻盈的流动界面。屋顶内部则阵列悬挂象征如意美好的红色灯笼，以震撼的集群形态触发人们的集体记忆与情绪，京城暖融融的市井烟火在玻璃介质的叠映中缓缓流动。

The structure echoes traditional Beijing pitched-roof buildings with steps. Metal and glass replace heavy bricks, creating a light, transparent interface with the street. Inside, red lanterns — symbols of luck — hang in arrays, triggering collective memory. Beijing’s warm street glow flows through layered glass.

建筑入口引导人们从喧嚣的簋街进入一个奇遇式的庇护所。除了将餐厅重建成从街道生长出来的样子，设计师更通过台阶、花园、座位几个模块的拆解组合使入口功能丰富灵动，强化了空间和自然的联系。

Light and sightlines guide visitors from noisy Guijie Street into a shelter. Beyond mimicking street-grown architecture, the designer used steps, gardens, and modular seating to connect space with nature.

02.

空间

Space

空间万花筒

年轻 张力 多元

Youth Tension

Diversity

胡大总店标志性的红色楼梯概念延用到五店。楼梯所占据的这部分空间在原始建筑中较难利用，转化为垂直交通解决了这一问题。面向入口处使它成为进入后的视觉焦点，楼板的圆形开孔兼有物理性的动感和神性的诗意。

Hu Da’s signature red staircase carries over to the fifth store. This staircase turns hard-to-use space in the original building into vertical transportation. Facing the entrance, it becomes the visual focus. Circular openings in the floors add both physical movement and poetic spirituality.

自此，人流、光线、声音悉数卷入垂直的向心能量场，静态空间被注入动势。

Here, people, light, and sound all gather into a vertical energy field, injecting motion into static space.

设计师使用青砖条、仿古石砖、杂色木条、肌理漆和壁纸将整个空间的基底质感拉出质朴本真的层次，地面以黑金沙石材为主。

大量有生命属性的天然材料赋予空间觉知和温度，反复强调着这里的时间性。所有细部构造诚实地袒露，这些可读痕迹成为空间叙事感的重要组成。

Designers used blue brick strips, antique stone tiles, mixed wood battens, textured paint, and wallpaper to create honest, layered textures. Floors mainly use Black Galaxy stone.

Natural materials with life-like qualities give the space awareness and warmth, emphasizing its timelessness. Every detail is exposed, these readable traces become key to the space’s story.

在城市的色谱上，设计师截取了时间痕迹显著的色彩，来自北京大地、泥土、光线、薄雾中的旧旧的色彩，它们和更鲜明的红以及潮流艺术混合释放出别具一格的张力，新旧之间情绪和文脉得以流动。

The color palette combines old, time-worn hues from Beijing’s earth, soil, light, and mist with bold reds and urban art. This mix creates unique tension where emotion and context flow between old and new.

负一层设置私密性较强的卡包和吸烟室，满足特定客群需求的同时解决负楼层的引流。

B1 has private booths and a smoking room to serve specific guests and draw traffic downstairs.

一层水吧与二层的调酒吧台也带动着场景和功能的流转。从一群人的欢聚到一个人的微醺，设计师尝试为更多的就餐类型创造沉浸式场景，这是五店击中年轻人的所在。

The first-floor water bar and second-floor cocktail bar shift scenes and functions. From group gatherings to solo drinks, the design creates immersive settings for different dining experiences – this is how the fifth store connects with young people.

03.

策略 Strategy

策略为先

Strategy First

设计为后 Design Follows

值得玩味的是

，沿着黑白格花砖地面进入盥洗室，波普艺术的变体在镜面上体现，这恰到好处的“微量颠覆”仿佛给空间注入了10%的幽默和犀利，这一点碎片式的叙事像一把记忆密钥：有人怀念往事、有人发现流行、有人创造梦想。

Notably, walking into the restrooms along the black-and-white checkerboard tile floor, you’ll find pop art variations on the mirrors. This precise micro-disruption injects 10% humor and sharpness into the space. Like a memory key, these fragmented narratives spark different responses: some reminisce, others spot trends, and some dream.

IN.X屋里门外无疑为胡大五店创造了高密度的空间记忆点，这些记忆点与在地文化、品牌符号以及突破传统的视觉彩蛋做乘法，在以小龙虾为主营的同类休闲餐饮中，实现超越性的差异化体验经济，最终成就了可观的品牌价值增量。

而拥有时间感的社交场、有仪式感的“出片圣地”、对抗精致疲劳的怀旧美学、一点点反叛需求都是胡大五店为年轻客群做出的努力。

IN.X has undeniably created high-density memory points for Hu Da 5. These points multiply with local culture, brand symbols, and unconventional visual surprises. Among casual dining spots focused on crayfish, this achieves a transcendent differentiated experience, ultimately boosting substantial brand value.

For young guests, Hu Da 5 offers:

A social space with a sense of time,

A photogenic destination with ritual feeling,

Nostalgic aesthetics against polished fatigue,

A touch of rebellion.

对于簋街，五店则以让出尺度的方式帮助释放更多街道社交潜力，在胡大建构的身份标签中，始终有一个指向簋街——它期待作为一个空间触媒，撬动这里的滋味、活力和人情。

For Guijie Street, stepping back unlocks more street-level social potential. Within Hu Da’s identity, one tag always points to Guijie — aspiring to be a spatial catalyst, activating local flavors, energy, and human bonds.

Name/项目名称：

胡大·五店

Location/项目地点：

中国·北京

Area/项目面积：

980㎡

Design/室内设计：

IN.X屋里门外设计

Creative/设计主创：

吴为

Team/设计团队：

关骥、贾琦峰、曲正

Furnishings/室内陈设：

任逸琼、宋江丽、李微微

Lighting Design/照明设计：

朱海燕

Furniture/家具支持：

上相家具（北京）

Photography/项目摄影：

Boris Shiu

Copywriting/文案策划：

NARJEELING那几岭

Plan/项目策划：

楽品牌策略机构

Strategy First,

Design Follows

IN.X屋里门外由吴为先生创立，是一家立足于北京，面向全国的策略型空间设计机构，为餐饮、商业、艺术等多领域的客户提供空间设计服务。

IN.X was founded by Mr. Wu Wei, IN.X is a strategic space design agency based IN Beijing and facing the whole country, providing space design services for customers in various fields such as catering, commerce and art.

在多年设计实践中，屋里门外提供基于品牌基因和商业策略的全套空间设计方案，致力于融合都市文化和自然属性，建立差异化设计语汇，提出并逐步完善了“策略为先，设计为后”设计理念，陪伴并助力众多餐饮品牌从初创期走向成长期、成熟期。

In years of design practice, IN.X provides a full set of space design schemes based on brand genes and business strategies, is committed to integrating urban culture and natural attributes, establishing differentiated design vocabulary, proposing and gradually improving the design concept of strategy first, design after, accompanying and helping many catering brands from the initial stage to the growth and maturity stage.

屋里门外先后与众多知名餐饮品牌建立了深度伙伴关系，也为新一批活跃在市场的餐饮品牌创建有成长性的空间视觉。以空间为载体，开拓品牌的商业、社会及文化价值。

IN.X has established a deep partnership with many well-known catering brands, but also for a new batch of active catering brands in the market to create a space vision of growth. Using space as the carrier to develop the commercial, social and cultural values of the brand.

公司荣誉

英国餐厅-酒吧设计大奖-连锁餐厅大奖

英国伦敦设计奖-金奖

意大利A设计奖-金奖

美国IIDA亚太最佳设计大奖-winner

美国APR IID 国际室内设计奖-金奖

美国缪斯设计奖-铂金奖

加拿大GPD设计大奖-全球大奖Grand Winner

法国NOVUM设计奖-金奖

澳大利亚WILD设计奖-银奖

UDAD城市设计与建筑设计大奖-金奖

BETTER FUTURE亚洲设计奖-银奖

新加坡IDEA卓越大奖-银奖

韩国K设计奖-年度最高奖Kudos Top Performers

全球未来奖-金奖

世界设计奖-Winner

香港APIDA亚太区室内设计大奖-评委之选

香港《设计选集》杂志大奖 年度最佳餐饮空间大奖

受邀担任2023年美国TITAN地产大奖评审

受邀担任2023年美国MUSE缪斯设计大奖评审

受邀担任2023年欧洲LOOP设计大奖评审

受邀担任2023年法国设计奖评

受邀担任2025年Noble世界酒店奖特邀评审

受邀担任2025年罗马设计奖特邀评审

Biography

設計師

吴为先生及其创立的IN.X屋里门外深耕餐饮设计行业多年，主张以设计为品牌赋能。秉持“策略为先，设计为后 的设计理念，在业内获得良好声誉，成为众多客户口中“懂商业的空间设计师”。

Mr. Wu Wei and IN.X have been deeply engaged in the catering design industry for many years, advocating that design should empower the brand. Adhering to the design concept of strategy first, design after, we have gained a good reputation in the industry and become a space designer who understands business in the mouth of many customers.

作为中国新一代餐饮品牌裂变与更迭的见证人。以实现商业价值为基础向外延展，其设计呈现出宽泛视角——更为广泛地表达烟火气、塑造文化性、构建多元品牌价值，创造出符合行业及时代需求与发展的空间设计语言。

As a witness of the fission and change of Chinas new generation of catering brands, it extends outward based on the realization of commercial value, and its design presents a broad perspective-——Express fireworks more widely, shape culture, build multiple brand values, and create a space design language that meets the needs and development of the industry and the times.