Creative Direction / Branding / Graphic Design

Nestled within Shanghai’s historic Five on the Bund building, the dramatic views of Atto Primo’s first location set the tone for founding visionary Gianluca Serafin’s latest dining concept. The Design team worked closely with Serafin to create a brand that echoed the richness found in the restaurants recipes and dishes. 

From start to finish, the design team sought to integrate Serafin’s deep connection to Italian culinary history with the site’s context, function and ambience. Together, the team crafted an immersive dining experience that allows guests to “enjoy the theatre of

food.” 

Visitors are immersed in the restaurant’s first act, or Atto Primo, and continue their journey within three distinct dining experiences. The design approach emphasises the experience and perception of customers rather than focusing solely on form and aesthetic. Serafin’s menu possesses depth and variety, and this manifested in the creation of three individual, yet contiguous customer experiences – each influenced by a different genre of

Italian theatre. Guests can look out on balconies overlooking Shanghai’s waterfront Bund area in the intimate ‘Soneto’ area of the restaurant. ‘Drama’ provides a more secluded, private ambience, while ‘Satira’ allows guests to observe the artistry of the restaurant’s world class chefs preparing meals.