Revolutionizing Dining: Simin Xu's "We New Do" Restaurant

Urban Ranch Concept Meets Industrial Style in Award-Winning Design

Located in the bustling CBD area of Shenzhen, China, "We New Do" is a beef hot pot restaurant that stands out from the crowd. Inspired by the tranquil ranch landscape, the restaurant's design incorporates elements of nature to create a peaceful and inviting atmosphere. The open windows, displaying fresh beef and the skilled art of cutting, are designed to stimulate the appetite of passersby.

The restaurant's unique design is a testament to Simin Xu's creativity and innovation. By integrating materials such as red brick, wood, and granite, the restaurant reflects the streetscape during the peak of the British Industrial Revolution. The space is adorned with a variety of European-style ornaments, such as gear wall hangings, log iron frames, and old-fashioned phonographs, lending a retro elegance to the restaurant.

Spread over an area of 1,700 square meters, the restaurant's space is divided according to different functions and scenarios. The reception area features a background inspired by the mechanical typewriter of the industrial period, while a cartoon car has become a favorite photo-taking spot for customers. The dining area includes an imitation of a British train carriage and a round box resembling a British post office. VIP boxes with meeting and dining functions are interspersed throughout the area, creating a diverse and intriguing dining environment.

The project, which began in 2016 and was completed in October of the same year, faced several design challenges. Simin Xu and his team had to balance the playful theme of the restaurant with the sophisticated atmosphere they wanted to create. They achieved this by pairing playful theme hanging paintings and metal chandeliers with leather rivet furniture and simulation green plants. These elements highlight the natural, primitive, and nostalgic atmosphere of the restaurant.

"We New Do" is not just a restaurant; it's a sensory experience designed to awaken city dwellers' original memory of nature. This innovative approach to restaurant design earned Simin Xu the Silver A' Design Award in 2018, a testament to the creativity, technical excellence, and innovation embodied in "We New Do".