Atto Primo is the brainchild of Serafin Gianluca and Yum Brands, envisioned to be a test kitchen for new dining concepts. The word Atto Primo, which translates as the first act in Italian, provided the frame for a design concept revolving around Italian food, culture and identity. The open plan layout introduces distinct spaces with varying themes and theater types: Sonetto, Drama and Satira. The unique Bund architecture of the building sets the stage for the theatrical dining experience.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Atto Primo design focuses on creating an immersive Italian dinner theater experience. We incorporated key aspects of Italian drama and culture into the design to keep guests captivated. Gensler was responsible for building the brand identity, which included restaurant interiors, logo design, menu and related graphics. Nestled in Five on the Bund, a 100 year old building on the Shanghai historic waterfront, the cultural context of the site was crucial for the design and storytelling experience.
OPERATION / FLOW / INTERACTION:
The journey begins with an Italian inspired black and white marble floor that circulates and connects all restaurant areas together. The bar, named The Theater of Puppets, provides a warm reception and references classic puppet theater. Centrally located, the bar allows the preparation of food and drink to take center stage. Nearly all the seats in the restaurant provide uninterrupted views of a wood fired oven and the bar. Guests sitting at the bar can enjoy the art of cooking while they dine.
PROJECT DURATION AND LOCATION:
The project started in October 2014 and was finished in April 2015. The project is located in Five on the Bund, a 100 year old building on the Shanghai historic waterfront.
FITS BEST INTO CATEGORY:
Interior Space and Exhibition Design
PRODUCTION / REALIZATION TECHNOLOGY:
The existing architectural elements of the site were preserved to maintain and complement the design of the restaurant and overall aesthetics. Sections of paint on the ceiling were peeled to reveal the century old original detailing. A large mural of a bull made up of different vegetables against a red backdrop decorates the walls of the Satira section. This painting was inspired by 16th century Italian painter, Giuseppe Arcimboldo.
SPECIFICATIONS / TECHNICAL PROPERTIES:
460 square meters
Italian, restaurant, interior, theater, F&B, Atto Primo, Shanghai, Bund
Our retail and branding team are dedicated to rethinking retail experience. We connect with the consumer by engaging them across multiple touch points. Our research is based on three main pillars: the changing retail landscape, the dynamic millennial generation and the use of innovative digital technology to enhance customer experiences. Specifically for the F&B industry, we are dedicated to strengthening brand awareness through an enriched culinary and brand experience and the holistic intersection of service and art.
The main challenge was to overcome the restrictions of operating within a 100 year old protected landmark. The team had to consider both function and viability. The structure of the building was insufficient to accommodate a two ton wood fired oven, leading the design and engineering team to devise a creative way to get the oven into the space without causing damage. A crane was thus used to hoist the oven through an adjoining window and a steel rail track was used to move the oven from one end of the building to the other.
TEAM MEMBERS (11) :
Lance Smith, Shawn Gong, Diana Jin, Rainy Shen, Jason Xie, Sophie Reid, Richard Chang, Henry Chiang, Lance Smith, Anna Demuth and Danny Wehbe
Image #No 1: Gensler
Image #No 2: Gensler
Image #No 3: Gensler
Image #No 4: Gensler
Image #No 5: Gensler