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Wu Wei: Xuji Seafood Restaurant Xi'an Mixc World Opens in Chinese Spring Festival - Strategic Catering Design

Project name:
Xuji Seafood Restaurant Mixc World
Architecture firm:
Wu Wei
Xi'an, China
Zheng Yan, Video: Xiao Shiming
Principal architect:
Design team:
Jia Qifeng, Liu Chenyang, Jia Chenjuan
Interior design:
IN.X; Interior furnishings: Jin Shengxu, Ying Refraction, Song Jiangli
Installation Design: Lin Liqiong; Project Promotion: Lele Brand Strategy Agency; Text by: NARJEELING
Built area:
960 m²
Site area:
Design year:
Completion year:
Civil engineer:
Structural engineer:
Environmental & MEP:
Zhu Haiyan
Tools used:

The ocean does not repel any current, so it can achieve its vastness; The mountain does not reject any soil and stone, so it can achieve its steepness.

--Guan Zi

With 22 years’ prosperous history, Xuji Seafood has been characterized by live seafood to broke through the weak era of Chinese catering field two decades before. It has expanded into over 50 restaurants all over China by now, and the brand image has been continuously upgraded in its rapid development. In November 2021, Xuji Seafood Xi'an Mixc World restaurant opened - which was designed by designer Wu Wei of IN.X. The creative space design of the new restaurant will contribute to the prosperity of Xuji Seafood background.

 Search: Tracing back to the source, writing the charm with the soul

The north of China is vast and awe-inspiring, where the rough brick and stone cities are nurturing the mass population. Stream is rare in northern cities, so the cities are developed on plains endlessly until they connect with the vast sea. The huge waves are like flags raising from the ground in embankments, and the reefs and the waves together form the totem. People explore the ocean to find its endlessness from knowing nothing. This is the meeting of civilizations between two worlds, which can be as large as the surging of mountains and rivers, and as small as the cooking smoke in kitchen.

Therefore, the designer drew a deep and flexible "big background" in the 960 square meters space - where the magnificent coast stretches, the deep blue water flows deep, and the northern city stands tall and upright. On the grand background, the crowd is agile; the chatter and laughter are intertwined with the foaming sound of the sea water; the lights are gently scattered; and the meals start as scheduled.

The sea, the city, and the cooking smoke blend into the soul of Xuji Seafood, which is conveyed as its charm, crowning the space.

Deduction: The flexible "mega dining atmosphere"

In the spatial landscape of Xuji Seafood Restaurant, the intersection of the ocean and the continent is subtly presented. The roof is vertically divided into four layers, overlapping with each other, and covering the entire ceiling with large streamlines. The intersections are embedded with light strips to outline the "rolling streams" which disappear at the end of sight - the stretching coast is suspended overhead, where the white wave solidifies into a flexible and winding lighting system; thus, the huge ocean background transforms into a space sculpture, covering everything under it.

In contrast, the city portrait is majestic and rough. the "walls" and "giant pillars" support the ocean roof, and the rough-textured ultra-thin stone facade removes all decorations to return to its new life. The wave shaped wall-washer light echoes the lighting layout on the floor, reconstructing a superimposed painting of mountains, seas and city.

As the coast and the city are set, the bold and resolute design approach has changed into a delicate and moderate method, so that seawater and dining atmosphere are injected carefully and slowly. The tranquil and pure blue is the vibrant soul of the space, which is serene and charming. The special-shaped wine cellar is "soaked" in blue, acting as the beginning of the movement flow into the restaurant and stimulating the cheerful mood directly.

In front of the azure curtain wall, the eroded metal plate wraps the bar, as if hitting a deep and powerful spatial drum beat under the sea. Through volume and surface, the functional area design has found a suitable fusion point for the fashionable contemporary sense and the most profound nostalgia. Therefore, the place has a great tolerance, not only presenting the history, but also bearing the unknown.

The red whale tail sculpture set off lively and colorful waves, and the space becomes vibrant from stillness, in which the seats were arranged rhythmically. The huge fiber art miniaturizes the fantastic and prosperous deep-sea ecology with infinite imagination.

Terrazzo and wooden grids create a stable sense of security for the private room. The ceiling continues the overall streamline where the lights are sprinkled gently from above, adding a sense of expansiveness in the warm dining atmosphere.

Strategic Catering: The City Story of Brand Genes

 As a leading representative of seafood catering brands, Xuji Seafood has a position in the catering arena with its excellent dishes. Under the catalysis of new market demands, it is developing rapidly; meanwhile, it needs to strengthen its roots more firmly. With the design concept of "Strategic Catering", IN.X has completely strengthened and upgraded its brand genes through the Xuji Seafood Restaurant Mixc World. Besides, with the regional features of Xi'an, the diversity and locality are taken into account in the space design. The project will be handed over to the hands of new and old diners as a brand new business card of Xuji Seafood.

At the beginning of the Lunar New Year, everything is fresh again. Wish you all the warm meals and lucky days in 2022!


About Wu Wei


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. 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.

Beijing IN•X Design Co., Ltd.,

Beijing IN•X Design Co., Ltd., founded in 2005 by interior architect Wu Wei (Wu Qihua), is a forward-looking strategic space design consultancy with a global vision and local experience. Provides all-round consulting and design services centered on dining space design. Since its establishment, it has served many famous domestic and international catering and home brands such as Swarovski, Qumei Home, Four Seasons Folk Boiled Duck Shop.

This is a diverse and diverse team of architects, interior designers, product designers and professional brand consultants. The company provides brand strategy and design services, combined with a large database and catering experts resources to develop precise market positioning for the brand. The team is forward-looking, innovative and executive, providing interior design, soft-pack design, product design and other case design services, providing brand-innovative and economical solutions for different projects according to local conditions. The essence of culture is combed and refined, and it is integrated into the space in the form of modern freehand.

By Liliana Alvarez

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