屋里门外 吴为 携手大鸭梨获IAI全球设计奖（IAI Design Award）

IAI国际设计节&艺术厦门暨第十三届全球设计奖颁奖盛典日前在厦门举办，IAI亚太地区众多设计师、设计公司，独角兽企业等参与了本次盛会。

大鸭梨成都万科店荣获IAI全球设计奖（室内奖） - IAI餐饮空间银奖。

IAI设计奖是亚太地区乃至国际最具国际影响力和美誉度设计大奖之一。该奖项始自2006年举办的亚太室内设计双年大奖赛，其间经历三次奖项名称更迭，并于2014年升华为全设计领域的设计奖——“IAI设计奖”。

集皇家御膳与京城市井味于壹体的大鸭梨烤鸭店在经历了餐饮市场二十多年的洗礼与考验之后，首次以弘扬京味文化、打造品牌升级的野心入驻成都。

大鸭梨成都万科店以永葆老品牌无限生机为设计策略方向，升级老品牌的同时也融入在地文化，以震撼的视觉输出将品牌形象和声誉推向国际舞台。

策略为先，设计为后

Strategy First, Design Follows

制定恰当的商业策略，是企业在自己所处行业中获得可持续竞争优势的重要战略，而明确策略并以策略为先进行空间设计，是品牌打赢每壹阶段市场和品牌战役的有效方法。在商业策略管理中，我们将品牌划分为三个不同阶段：创业期、成长期、成熟期。针对三个不同阶段也有相对应的策略。

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.

商业策略好比品牌发展的整体战，而每壹阶段的品牌成长皆可看作是看做壹场战役，每壹个空间的呈现则都是壹场战争。只有在整体战略正确的前提下，每壹场战役才会有更细化、更明确的作战方针，而这套策略和方针帮助品牌在每壹场战争中明晰目标，即在每壹次空间设计中依照商业策略拥有明确的设计准则，这样才能打赢每壹场战争，取得市场竞争中每壹阶段的战役胜利，最终帮助品牌获得持久生命力，在激烈的市场竞争中屹立不倒。

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.

设计师

BIOGRAPHY

吴为，国内餐饮空间设计的集大成者，IN.X屋里门外的主持人暨创意总监，四季民福烤鸭店、胡大饭店，大鸭梨烤鸭店等知名餐饮品牌的“御用”设计师，秉持“策略为先，设计为后" 的设计理念，与中国多个领先餐饮品牌达成了密切的战略合作伙伴关系。

As the founder and creative director of IN.X based in Beijing, the interior architect Wu Wei is a master in Chinese catering space design. He is the designated designer for some popular restaurant in China, such as Siji Minfu Roast Duck Restaurant, Hu Da Restaurant, etc. With the design philosophy of “Strategy First, Design Follows”, he has maintained close strategic partnerships with many leading Chinese catering brands.

他主张以设计为品牌赋能，结合经营思维，关注品牌的历史与新生，注入时代生命力，提供全考量、前瞻性的解决方案。同时他也成为中国新壹代餐饮品牌裂变与更的见证人。With deep attainments in esthetics and global perspective in business, he provides accurate business and design strategy for brand, thus, creating sustainable vitality for brand development. Wu Wei has witnessed and nourished the development of Chinese new generation catering brands.

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