Atto Primo: A Theatrical Italian Dining Experience in Shanghai

An Immersive Journey into Italian Food, Culture, and Drama

Atto Primo, the brainchild of Serafin Gianluca and Yum Brands, is a test kitchen for new dining concepts. The design concept revolves around Italian food, culture, and identity, with the aim of providing an immersive Italian dinner theater experience. The open plan layout introduces distinct spaces with varying themes and theater types: Sonetto, Drama, and Satira. 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.

The main challenge faced by the design and engineering team was operating within a protected landmark. Overcoming this restriction required creative problem-solving to ensure both function and viability. One notable example was the installation of a two-ton wood-fired oven. The team used a crane to hoist the oven through an adjoining window and a steel rail track to move it from one end of the building to the other.

The design of Atto Primo incorporates key aspects of Italian drama and culture to captivate guests. Gensler, responsible for building the brand identity, created restaurant interiors, logo design, menu, and related graphics. The existing architectural elements of the site were preserved and complemented the restaurant's overall aesthetics. Sections of paint on the ceiling were peeled to reveal the century-old original detailing, adding to the authenticity of the space.

One of the standout features of Atto Primo is a large mural of a bull made up of different vegetables against a red backdrop in the Satira section. This painting, inspired by 16th-century Italian painter Giuseppe Arcimboldo, adds a touch of whimsy and artistry to the dining experience.

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 the wood-fired oven and the bar, allowing guests to enjoy the art of cooking while they dine.

The Atto Primo project started in October 2014 and was finished in April 2015. The restaurant is located in Five on the Bund, a 100-year-old building on the Shanghai historic waterfront. The design team, led by Lance Smith, included Shawn Gong, Diana Jin, Rainy Shen, Jason Xie, Sophie Reid, Richard Chang, Henry Chiang, Anna Demuth, and Danny Wehbe.

Atto Primo's unique design and immersive dining experience have garnered recognition and accolades. The restaurant was awarded the Silver A' Design Award in 2016 for its outstanding expertise, innovation, and artistic skill. This prestigious award celebrates designs that showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.