The new Xuji Seafood Restaurant designed by IN.X inside Mixc World in Xi’an interprets the identity of the Chinese seafood brand through an immersive hospitality environment inspired by the relationship between ocean, city and coastal landscape. Developed across 960 sqm by designer Wu Wei, the project translates the symbolic imagery of the sea into a restaurant interior defined by fluid architectural forms, sculptural lighting and textured materials.
With more than twenty years of history and over fifty restaurants across China, Xuji Seafood continues the evolution of its brand identity through a concept that combines contemporary atmosphere, regional references and strong spatial storytelling. The Xi’an project reinforces the visual language of the brand through a dining experience shaped by architecture, lighting and sensory perception.
The concept references coastal landscapes and northern Chinese cities
The interior design develops a spatial narrative inspired by the intersection between ocean and urban landscape. The project references northern Chinese cities characterized by mineral surfaces, monumental architecture and open horizons symbolically connected to the sea.
IN.X creates a large architectural backdrop where coastline, water and cityscape are reinterpreted through monumental volumes, textured finishes and continuous references to the movement of waves. The hospitality space acquires a narrative dimension that guides the dining experience through light, materiality and visual perception.
The sculptural ceiling integrates lighting and fluid lines inspired by waves
One of the central elements of the project is the suspended ceiling system that defines the main dining area. The ceiling is articulated into four overlapping layers crossed by flowing lines integrated with LED strips that evoke the movement of water and ocean currents.
Lighting contributes to the creation of a dynamic yet controlled atmosphere, transforming the ceiling into a large immersive architectural installation. The illuminated lines guide the visual journey throughout the restaurant while amplifying the perception of spatial depth.
Stone, metal and blue surfaces define the material identity of the restaurant
In contrast with the fluidity of the ceiling, the project introduces monumental walls and vertical volumes clad in rough ultra-thin stone. These elements reference the solidity of northern Chinese cities and bring a more architectural dimension into the dining environment.
Blue surfaces, oxidized metal and backlit walls create a direct connection with the marine world. The sculptural wine cellar immersed in blue light becomes one of the main focal points of the layout and marks the beginning of the restaurant’s internal circulation.
Artistic installations and fiber art amplify the hospitality experience
The interior integrates artistic installations and sculptural elements that reinforce the immersive atmosphere of the project. A large red whale-tail sculpture introduces movement and visual tension into the dining hall, while suspended fiber art compositions reinterpret deep-sea ecosystems through abstract volumetric forms.
The seating layout alternates open dining areas with more intimate spaces organized rhythmically throughout the restaurant. Inside the private rooms, terrazzo, wooden grids and soft lighting contribute to a warmer and more intimate atmosphere while maintaining continuity with the overall architectural language.
The project strengthens the contemporary positioning of the Xuji Seafood brand
With the Mixc World restaurant in Xi’an, IN.X develops a hospitality concept capable of reinforcing the identity values of Xuji Seafood through an approach defined by the studio as “Strategic Catering”. The project combines spatial storytelling, local culture and brand positioning to transform the restaurant into a new contemporary expression of the seafood chain.
The intervention interprets the contemporary restaurant as an immersive experience in which architecture, lighting and visual identity become central tools for building the relationship between brand and customer.
Location: Xi’an, China
Area: 960 sqm
Interior Design Firm: IN.X
Designer: Wu Wei
Design Team: Jia Qifeng, Liu Chenyang, Jia Chenjuan
Interior furnishings: Jin Shengxu, Ying Refraction, Song Jiangli
Lighting Design: Zhu Haiyan
Installation Design: Lin Liqiong
Photography: Zheng Yan
Project Promotion: Lele Brand Strategy Agency
Text by: NARJEELING