- Project: Wanwei Roast Duck Wangfujing Branch
- Architect: IN.X Space Design
- Location: China, Beijing
- Year: 2023
- Area: 630 m2
- Photography: Zheng Yan
At the heart of Beijing’s bustling Wangfujing Department Store, IN.X Space Design has crafted the new Wanwei Roast Duck & Beijing Cuisine restaurant, a 6,781-square-foot dining destination that merges cultural heritage with contemporary design. Completed in 2023, the project redefines the brand’s identity by creating a space that celebrates both memory and modernity, resonating with Beijing’s dynamic commercial landscape while honoring Chengdu’s inclusive cultural spirit.
Concept: Memory, Taste, and Cultural Fusion
For founder Wu Wei, Wanwei Roast Duck is more than cuisine—it is a vessel for memories where flavors intertwine with cultural narratives. The design interprets this vision by blending ancient and modern, Chengdu and Beijing, tradition and passion. The space becomes a stage where contrasts coexist: warmth and coolness, smoothness and ruggedness, precision and relaxation.
This balance echoes Chengdu’s reputation as the “City of Heavenly Abundance”, a place of inclusiveness and vibrancy. Within the urban context of Beijing, the restaurant embodies this spirit, offering guests an immersive dining experience where architecture, materials, and storytelling unite.
Spatial Experience and Design Elements
The journey begins at the entrance, where ancient wooden beams immediately establish a sense of tradition. Moving into the open seating areas, these historic references are juxtaposed with contemporary structures and metallic finishes, creating a dialogue between eras.
Key design features include:
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Material Contrasts: Metal elements deliver a modern edge, while natural stone and water features bring balance, breaking away from rigid traditional layouts.
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Cultural Layers: Red accents punctuate the interiors, symbolizing passion, sentiment, and culinary richness.
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Urban Narrative: The design integrates subtle shadows of Beijing’s historic character with innovative compositions, ensuring that guests feel both rooted in tradition and engaged with modernity.
Every spatial gesture seeks to engage the senses: sight through reflective surfaces, sound through water elements, touch through textured materials, and taste through the iconic flavors of Peking duck and Beijing cuisine.
Brand Strategy and Identity
IN.X adopted a strategy-first approach, ensuring that the design aligned with the brand’s DNA, the Wangfujing business district, and the expectations of a diverse clientele. By fusing space and cuisine into a singular experiential brand, the restaurant strengthens its identity and market presence.
The goal was not only to create a restaurant but also an “impression complex”—a spatial narrative inseparably linked to flavor, memory, and cultural resonance. This thoughtful synthesis ensures that Wanwei Roast Duck remains distinctive in Beijing’s competitive dining scene.
With the Wanwei Roast Duck Wangfujing Branch, IN.X Space Design has established a contemporary dining environment that bridges past and present. Through architectural storytelling, material contrasts, and cultural inclusiveness, the project elevates the act of dining into a sensory journey—where taste and tradition are preserved, and where modern Beijing meets the spirit of Chengdu.
