——
创造一把打开空间盒子的密钥
怀旧、松弛、精致和味道交融
用高密度的空间记忆点点亮簋街、击中年轻人
成就非凡的品牌价值增量
Creating a key to unlock the spaceWhere nostalgia, relaxation, refinement, and flavor blendUsing high-density spatial memory points to energize Guijie Street and resonate with youthAchieving exceptional brand value growth
在簋街密集的肌理轨迹中，品牌无不想要清晰的可识别性，建筑甚至展现出某种“奇观”，使自己得以被记住。在这条视觉和商业信息的洪流里，有一个品牌“向后退”了一步，完成了从2016到2025这十年间的再一次跃升——它是胡大五店：更年轻、更北京、富于想象力。
On Guijie Street, a restaurant’s exterior is its strongest statement. Brands fight for visibility, often creating spectacle to be seen and remembered. But one brand stepped back — Hu Da’s 5th store (2016-2025) evolved to feel younger, more Beijing, and imaginative.
胡大五店以它的高度差异化从胡大系列中脱颖而出，它怀旧、休闲同时也充满热情，它不仅仅属于簋街、属于北京，更属于年轻人，属于炙热的生活。
Hu Da 5th Store out in the chain with its unique vibe — nostalgic, casual, yet energetic. It belongs to Guijie Street, Beijing, and above all, to young people and hot lives.
01.
建筑独白
建筑独白
融入 融入 绽放
Architecture
Step Back
Blend In
胡大五店的魅力开始于入口的显现和路径设计。路易斯·康 (Louis Kahn) 曾经精辟地定义过建筑入口的意义：入口是一个建筑表达它是什么和它如何开始的地方。它不仅仅是门，它是邀请。
Hu Da 5’s charm starts at its entrance. Louis Kahn defined an entrance as "where a building expresses what it is and how it begins" — not just a door, but an invitation.
不同于尽可能探向街道的店铺，吴为在设计之初便决定将多余的用地退还给街区，使建筑退行至初始态，这不仅使胡大的建筑邀请呈现出成熟与谦逊，更为下一步的设计埋好了伏笔。
Unlike street-facing shops, Wu Wei of IN.X stepped the building back, returning space to Guijie Street. This move shows maturity and humility while setting the stage for design.
退还面积后，设计师将其整体形态还原为北京传统的带有台阶的坡屋顶建筑，以金属和玻璃材质代替砖瓦厚重实体，转化为餐厅与街道之间透明轻盈的流动界面。屋顶内部则阵列悬挂象征如意美好的红色灯笼，以震撼的集群形态触发人们的集体记忆与情绪，京城暖融融的市井烟火在玻璃介质的叠映中缓缓流动。
The structure echoes traditional Beijing pitched-roof buildings with steps. Metal and glass replace heavy bricks, creating a light, transparent interface with the street. Inside, red lanterns — symbols of luck — hang in arrays, triggering collective memory. Beijing’s warm street glow flows through layered glass.
建筑入口引导人们从喧嚣的簋街进入一个奇遇式的庇护所。除了将餐厅重建成从街道生长出来的样子，设计师更通过台阶、花园、座位几个模块的拆解组合使入口功能丰富灵动，强化了空间和自然的联系。
Light and sightlines guide visitors from noisy Guijie Street into a shelter. Beyond mimicking street-grown architecture, the designer used steps, gardens, and modular seating to connect space with nature.
02.
空间
空间万花筒
年轻 张力 多元
Space
Youth Tension
Diversity
胡大总店标志性的红色楼梯概念延用到五店。楼梯所占据的这部分空间在原始建筑中较难利用，转化为垂直交通解决了这一问题。面向入口处使它成为进入后的视觉焦点，楼板的圆形开孔兼有物理性的动感和神性的诗意。
Hu Da’s signature red staircase carries over to the fifth store. This staircase turns hard-to-use space in the original building into vertical transportation. Facing the entrance, it becomes the visual focus. Circular openings in the floors add both physical movement and poetic spirituality.
自此，人流、光线、声音悉数卷入垂直的向心能量场，静态空间被注入动势。
Here, people, light, and sound all gather into a vertical energy field, injecting motion into static space.
设计师使用青砖条、仿古石砖、杂色木条、肌理漆和壁纸将整个空间的基底质感拉出质朴本真的层次，地面以黑金沙石材为主。大量有生命属性的天然材料赋予空间觉知和温度，反复强调着这里的时间性。所有细部构造诚实地袒露，这些可读痕迹成为空间叙事感的重要组成。
Designers used blue brick strips, antique stone tiles, mixed wood battens, textured paint, and wallpaper to create honest, layered textures. Floors mainly use Black Galaxy stone.
Natural materials with life-like qualities give the space awareness and warmth, emphasizing its timelessness. Every detail is exposed, these readable traces become key to the space’s story.
在城市的色谱上，设计师截取了时间痕迹显著的色彩，来自北京大地、泥土、光线、薄雾中的旧旧的色彩，它们和更鲜明的红以及潮流艺术混合释放出别具一格的张力，新旧之间情绪和文脉得以流动。
The color palette combines old, time-worn hues from Beijing’s earth, soil, light, and mist with bold reds and urban art. This mix creates unique tension where emotion and context flow between old and new.
负一层设置私密性较强的卡包和吸烟室，满足特定客群需求的同时解决负楼层的引流。
B1 has private booths and a smoking room to serve specific guests and draw traffic downstairs.
一层水吧与二层的调酒吧台也带动着场景和功能的流转。从一群人的欢聚到一个人的微醺，设计师尝试为更多的就餐类型创造沉浸式场景，这是五店击中年轻人的所在。
The first-floor water bar and second-floor cocktail bar shift scenes and functions. From group gatherings to solo drinks, the design creates immersive settings for different dining experiences – this is how the fifth store connects with young people.
03.
策略
策略为先
设计为后
Strategy
Strategy First
Design Follows
值得玩味的是，沿着黑白格花砖地面进入盥洗室，波普艺术的变体在镜面上体现，这恰到好处的“微量颠覆”仿佛给空间注入了10%的幽默和犀利，这一点碎片式的叙事像一把记忆密钥：有人怀念往事、有人发现流行、有人创造梦想。
Notably, walking into the restrooms along the black-and-white checkerboard tile floor, you’ll find pop art variations on the mirrors. This precise "micro-disruption" injects 10% humor and sharpness into the space. Like a memory key, these fragmented narratives spark different responses: some reminisce, others spot trends, and some dream.
IN.X屋里门外无疑为胡大五店创造了高密度的空间记忆点，这些记忆点与在地文化、品牌符号以及突破传统的视觉彩蛋做乘法，在以小龙虾为主营的同类休闲餐饮中，实现超越性的差异化体验经济，最终成就了可观的品牌价值增量。
而拥有时间感的社交场、有仪式感的“出片圣地”、对抗精致疲劳的怀旧美学、一点点反叛需求都是胡大五店为年轻客群做出的努力。
IN.X has undeniably created high-density memory points for Hu Da 5. These points multiply with local culture, brand symbols, and unconventional visual surprises. Among casual dining spots focused on crayfish, this achieves a transcendent differentiated experience, ultimately boosting substantial brand value.
For young guests, Hu Da 5 offers: A social space with a sense of time, A photogenic destination with ritual feeling, Nostalgic aesthetics against polished fatigue, A touch of rebellion.
对于簋街，五店则以让出尺度的方式帮助释放更多街道社交潜力，在胡大建构的身份标签中，始终有一个指向簋街——它期待作为一个空间触媒，撬动这里的滋味、活力和人情。
For Guijie Street, stepping back unlocks more street-level social potential. Within Hu Da’s identity, one tag always points to Guijie — aspiring to be a spatial catalyst, activating local flavors, energy, and human bonds.
Name/项目名称：胡大·五店
Location/项目地点：中国·北京
Area/项目面积：980㎡
Design/室内设计：IN.X屋里门外设计
Creative/设计主创：吴为
Team/设计团队：关骥、贾琦峰、曲正
Furnishings/室内陈设：任逸琼、宋江丽、李微微
Lighting Design/照明设计：朱海燕
Furniture/家具支持：上相家具（北京）
Photography/项目摄影：Boris Shiu
Copywriting/文案策划：NARJEELING那几岭
Plan/项目策划：楽品牌策略机构
来源：本文由IN.X屋里门外设计提供稿件，所有著作权归属IN.X屋里门外设计所有。
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