Da Ya Li

Roast Duck Restaurant for Beijing Da Ya Li Catering Co., Ltd.

The core visual focus of the space is the red tree house. This super-symbol image can form a memory point for a brand, and create better spreading effect, so that the local has a new understanding of Beijing cuisine. The red color is a symbol of solemn Chinese royal architecture, and it is also the typical sign of peppery taste in Sichuan cuisine. This color is presented in this project with a visually striking image, which evokes taste memory and recalls national culture at the same time.

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Da Ya Li by Ao Zhang

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Roast Duck Restaurant by Ao Zhang

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Ao Zhang Da Ya Li

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Ao Zhang Roast Duck Restaurant

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Beijing Da Ya Li Catering Co Ltd Brand Logo

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Da Ya Li Roast Duck Restaurant Press Releases

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Da Ya Li Roast Duck Restaurant Media Articles

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Unique Properties

The super symbol of this brand - the tree house, is like a childhood dream, which represents people's pursuit of the heart of child. The rattans has built undulating shapes, weaving a beautiful vision in the infinite tenderness and evoking the most rustic and authentic memory of the diners .

Tags

Da Ya Li, Wei Wu, Shi Yunfeng, Roast Duck, Chengdu Restaurant

Production Technology

The most highlighted part is the tree house made of rattan. Like other raw materials as bricks and wood, the solid weave pattern slowly rises from the entrance of the staircase and eventually extends to the seats. The cool smoky black antique brick walls and floor tiles reduce the restlessness and anxiety brought by the warm red, achieving a delicate balance between color and material temperature. Materials, colors, and craftsmanship are intrinsically connected with the super symbol tree house. For example, the rattan for wall decoration, the rattan for tree house, and the rattan for door panels are the same one with different handling methods.

Design Challenge

We had 2 challenges. This roast duck restaurant brand - Da Ya Li, has been in the catering market for over two decades. The first challenge was aging problem of an old brand, and the other challenge was how to better integrate into the local Sichuan culture as a Beijing cuisine. How to maintain the endless vitality of an old brand is a great challenge, but in this project, the designer is facing both challenges of brand image upgrading and integrating into the local culture.

Project Duration

The project started in June 2019 in Chengdu and finished in September 2019 in Chengdu.

Operation Flow

To feel the image of "visual symbol" in the space, two values must be realized. One is to spread the value, customers have a topical communication carrier , and the other is to be able to form a brand visual symbol, strengthen and deepen the experience of the brand. The core visual focus of the space is the red tree house. This super-symbol image can form a memory point for a brand, and create better spreading effect, so that the local has a new understanding of Beijing cuisine.

Research

Research background: Commercial space. Research object:20-year old restaurant chain brand . Research purpose: We had 2 challenges. This roast duck restaurant brand - Da Ya Li, has been in the catering market for over two decades. The first challenge was aging problem of an old brand, and the other challenge was how to better integrate into the local Sichuan culture as a Beijing cuisine. Method: Feel the image of "visual symbols" in the space, a "subversive" spatial processing technique. Commercial value: To realize two values, one is communication value, so that consumers have a topical communication carrier, and the other is the ability to form a brand visualization symbol to strengthen and deepen the brand experience.

Inspiration

The red color is a symbol of solemn Chinese royal architecture, and it is also the typical sign of peppery taste in Sichuan cuisine. This color is presented in this project with a visually striking image, which evokes taste memory and recalls national culture at the same time.

Image Credits

All Images Photography: Shi Yunfeng Project planning: Lele Brand Strategy

Project Overview

Da Ya Li Roast Duck Restaurant has been a Golden winner in the Interior Space and Exhibition Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

Golden Recognition

Ao Zhang was recognized with the coveted Golden A' Design Award in 2021, a testament to excellence of their work Da Ya Li Roast Duck Restaurant.

Ao Zhang Press Releases

Media members, dive into our press releases on Ao Zhang's work, ready for you to use and enhance your journalistic content. Available now: 2 press releases ready for immediate access by journalists.

Da Ya Li: Red Tree House Roast Duck Restaurant Design by Ao Zhang Wins Golden A' Design Award

Renowned designer Ao Zhang's Da Ya Li project, a visually striking roast duck restaurant in Chengdu, wins the Golden A' Design Award 2021 for Interior Space, Retail and Exhibition Design.

Ao Zhang Newsroom

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