WANG BBQ Hepingli Flagship Store, Beijing

The client, WANG BBQ, sought to revamp their Hepingli flagship store in Beijing, China, with the aim of breaking through the obscurity that has shrouded their brand for the past two decades. They wanted a distinctive spatial environment that would leave a “powerful impact” on customers and expand their influence in the rapidly evolving urban dining scene. The client emphasized the importance of understanding the target audience, creating memorable spatial elements, and cultivating emotional value to elevate the brand’s image.

The project covered a vast area of 580 square meters, providing ample space to reimagine the entire dining experience. The designers had the freedom to transform the restaurant’s interior and exterior, including the use of innovative design elements.

The overarching theme of the project was the “Everlasting City,” inspired by the vibrant atmosphere of Beijing during sunset. The designers aimed to evoke feelings of weariness, relaxation, sensitivity, fatigue, and joy that urban dwellers experience during twilight hours, all blended into a scorching intensity reminiscent of the bustling city life.

The design primarily focused on three essential aspects:

•  Sunset-inspired Atmosphere: Sunset, barbecues, and beer served as key elements to create a lively and mesmerizing atmosphere that draws customers into the space during the twilight hours.
• Freedom and Adventure: The design sought to imbue a sense of freedom and adventure through scattered patterns, circular elements, and surreal touches, allowing guests to experience a remarkable journey.
• Specialized Service: The private dining rooms introduced a new concept of “specialized service” in the realm of barbecue, bridging the gap between traditional self-service dining and catering to intimate gatherings and business dinners.

The main challenge was to transform a traditional regional brand’s dining space into a unique and contemporary experience without losing its authenticity. Balancing the delicate equilibrium between modernity and the brand’s heritage required careful consideration.

Main Features:

Neon Reflections: Craft beer barrels and diners’ faces reflected in neon lights, creating a flickering orange hue, added a sense of vibrancy and energy to the space.

Sun-inspired Elements: The space’s ambiance was enhanced by the exposed beer barrel installation, surrounded by LED light strips and metal pipes, symbolizing the setting sun and futuristic elements.

Circular Integration: Circular elements were rhythmically integrated within the square space, breaking away from conventional designs and continuously responding to the sunset theme.

Specialized Private Dining Rooms: The private rooms offered customized services and a futuristic ambiance with innovative lighting fixtures and tailored grills.

The most remarkable design highlights included the sense of freedom evoked by the scattered patterns and the surreal touch of the undefined functional area on the mezzanine level. The strategic use of sunset-inspired elements and the integration of circular design aspects added a unique and memorable dimension to the space.

The project successfully created a distinctive spatial environment for WANG BBQ, effectively breaking through the obscurity and revitalizing the brand’s image. By blending sunset-inspired elements with innovative design aspects, the Hepingli flagship store became a beacon of light in the bustling city, offering customers an exciting and meaningful dining experience, particularly catering to the needs of the younger generation.”