2020年，大鸭梨荣获第十四届美国IDA国际设计大奖BRONZE！

　　美国国际设计大奖（International Design Awards，简称IDA）于2007年设立，是美国最具权威的国际设计大奖之一，奖项设置覆盖建筑设计、室内设计、产品设计、时尚设计、平面设计等五个门类。

　　IDA致力于引起人们对全球设计的反传统、概念化和创造力出色的作品的关注，旨在奖励和推广国际设计领域取得了卓越成就的创造者，并在全球范围内发掘建筑，室内，产品，平面和时尚设计方面的新兴人才。

　　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。

　　策略為先，設計為後

　　Strategy First, Design Follows

　　制定恰當的商業策略，是企業在自己所處行業中獲得可持續競爭優勢的重要戰略，而明確策略並以策略為先進行空間設計，是品牌打贏每壹階段市場和品牌戰役的有效方法。在商業策略管理中，我們將品牌劃分為三個不同階段：創業期、成長期、成熟期。針對三個不同階段也有相對應的策略。

　　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.

　　商業策略好比品牌發展的整體戰，而每壹階段的品牌成長皆可看作是看做壹場戰役，每壹個空間的呈現則都是壹場戰爭。只有在整體戰略正確的前提下，每壹場戰役才會有更細化、更明確的作戰方針，而這套策略和方針幫助品牌在每壹場戰爭中明晰目標，即在每壹次空間設計中依照商業策略擁有明確的設計準則，這樣才能打贏每壹場戰爭，取得市場競爭中每壹階段的戰役勝利，最終幫助品牌獲得持久生命力，在激烈的市場競爭中屹立不倒。

　　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.

　　設計師

　　BIOGRAPHY

　　吳為，國內餐飲空間設計的集大成者，IN.X屋裏門外的主持人暨創意總監，四季民福烤鴨店、胡大飯店，大鴨梨烤鴨店等知名餐飲品牌的“禦用”設計師，秉持“策略為先，設計為後" 的設計理念，與中國多個領先餐飲品牌達成了密切的戰略合作夥伴關系。

　　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.

　　他主張以設計為品牌賦能，結合經營思維，關註品牌的歷史與新生，註入時代生命力，提供全考量、前瞻性的解決方案。同時他也成為中國新壹代餐飲品牌裂變與更的見證人。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.