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Wang BBQ, Beijing

Portfolio : The environment imparts a genuine and carefree spirit of hospitality.




AFTER 20 YEARS of minimal marketplace recognition, Wang BBQ collaborated with IN.X Design (Beijing) to reinvigorate and update its regional restaurant in Hepingli, a residential subdistrict of Beijing. Following an in-depth exploration of the targeted market, the design solution offers a distinctive spatial experience defined by sunsets, barbecues and beer.


The overarching goal of the design reset was to create a welcoming atmosphere and a touch of freedom for relaxed and comfortable dining. Whether it’s a rendezvous with friends, enjoying a drink alone or taking a breather from a busy day, the renovated space provides room for all. The environment imparts a genuine and carefree spirit of hospitality.

The focal point is a circular bar featuring a dramatic grouping of craft beer barrels, LED light strips and a configuration of metal pipes stretching to the ceiling. According to Mr. Wu Wei, Co-Founder and Creative Director of IN.X, “Visually, the design amplifies craft beer, a favorite among young people, in a manner reminiscent of a craft brewery. This distinctive feature becomes a visual centerpiece.”


Wang BBQ, Beijing ABOVE: The renovated Wang BBQ offers numerous spots to eat, drink and mingle, including a private dining room with specialized service for barbecue lovers.

The color and materials palette suggest a youthful vitality. “The design incorporates trendy elements such as lighting, music and entertainment, catering to the desire of young people for a relaxed and fashionable dining atmosphere,” said Wu.


Wang BBQ, Beijing

Rough matte surface treatments and raw structural columns interact with a shimmering orange glow cast by strategically positioned neon lights and slivers of the sky appear through the façade windows.

True to the sunset theme, the design rhythmically integrates circular elements within the square footprint. The restaurant’s private dining rooms revolve around a new specialized service for barbecue lovers as the operating counter, grills and custom metal lighting fixtures create a futuristic ambience.

Wang BBQ, Beijing ABOVE: The design reset looks to attract young diners with its futuristic ambience.

“The design opens up possibilities for product and service upgrades,” said Wu. “For example, it offers more interactive barbecue options and one-on-one private dining experiences, seamlessly combining design and product enhancements. This not only satisfies the curiosity of young people who seek novelty but also meets their expectations for a clean and stylish dining environment.”

With a new approach to traditional dining, the environment offers an exciting and meaningful experience while fostering brand recognition and catering to the needs of the younger generation. “Both the rejuvenated ambience and distinctive visual elements have become talking points for young diners, attracting them to dine while generating substantial online visibility through word-of-mouth. This positively contributes to the brand,” according to Wu.



Eric Feigenbaum is a recognized leader in the visual merchandising and store design industries with both domestic and international design experience. He served as corporate director of visual merchandising for Stern’s Department Store, a division of Federated Department Stores, from 1986 to 1995. After Stern’s, he assumed the position of director of visual merchandising for WalkerGroup/CNI, an architectural design firm in New York City. Feigenbaum was also an adjunct professor of Store Design at the Fashion Institute of Technology and formerly served as the chair of the Visual Merchandising Department at LIM College (New York) from 2000 to 2015. In addition to being the New York Editor of VMSD magazine, Eric is also a founding member of PAVE (A Partnership for Planning and Visual Education). Currently, he is also president and director of creative services for his own retail design company, Embrace Design.



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