Noodle House In Transit
In the heart of Chongqing, our client, a renowned noodle chain reigning over 1000+ branches, aims to revitalise its brand image. Known for serving authentic, fast meal solutions throughout cities and towns throughout Sichuan, the chain has always been proactive in updating its menu and spatial experience while remaining competitive in value. The brand wishes to install a one-of-a-kind presence in a historic district, and to re-establish itself as a culinary landmark through offering a unique menu to captivate new visitors and bewilder loyal patrons.
Revitalising Tradition with Fresh Perspectives
The project is situated in one of the alleys in Eighteen Stairs, a historic tourist attraction in Chongqing characterised by over 200 steps along a 400-meter-long road connecting the city’s upper and lower districts. This area, the earliest residential settlement due to its river access, was retrofitted commercially in 2021 while preserving the original street layout and building style and scale. This blend of tradition and modernity provides an ideal setting for our design, aimed at creating a dreamlike dining experience.
Occupying the ground floor of a four-storey building, superficially cladded as four separate row houses by the developer, the restaurant has four distinct openings towards the main alley. Behind the conjoint facade, an open interior encourages an unburdened space-planning.
As the exterior of the row houses need to remain intact, the idea of “facade” was redefined through pushing the boundary into the interior. The “facade” in now set back to create a semi-public area for pauses, delivery pick-ups, or covered outdoor seating. Coloured in the brand’s signature warm red, this buffer space adds a distinct spatial volume through the original dissected punch windows on a faux patchwork brick facade.
Defining Spaces with Urban Inspirations
Taking Chongqing’s “omnipotent” spirit and quality resulted from rapid urbanisation during the 90s as a motivation to erect full height walls and two abstracted long communal tables within the dining area. These meticulously positioned walls each with an opening to create gateways for the tabletops to extend through, as well as further exaggerate their linearity through the use of mirrors. Much like the LiZiBa light rail station, known for its surreal “bridge-punching through high-rise” setting, the dramatic yet ordinary spatial experience defines the true character of Chongqing.
These dramatic benches measuring 9m and 12m long, gently hovers across the dining area. Custom-designed white checker with red outlines Formica cladding scales the slabs as they extends away across the space. Wastberg ‘Semp’ lamps are selected to mimic the familiar “hawker style” red pendants commonly found across China, carefully spaced and hung above the long benches adding elegance and fine details.
Reflect Brand Spirits Through Collaboration
Brushed aluminium was chosen to clad the innermost wall as it reflects light from the expansive tinted glass, pendants and linear movement of people circulating the space. Just like looking at a moving train, as the scenes continuously rendering in a motion blur, evokes a sense of dynamism.
Office AIO collaborated with visual designer T Workshop, turning brand jargons and menu items into a series of wall mural reflecting the city’s street culture and energies, well suited to the tourist-oriented site. Rather than filling up the walls, the artwork, directed by Office AIO, is designed and applied in gradation to portray being in Chongqing’s famous fog. While the murals compliment the space atmospherically, the calligraphy expresses brand poetry to connect with people on a more personal level.
The final design offers a bold, immersive dining experience that celebrates the Chongqing’s unique cultural and historical backdrop. Through offering a unique menu and a refreshing casual dining setting, this flagship showcases the brand’s strength in moving across all spectrum of the scale. By merging operational functionality with atmospheric design, Office AIO has created a space that not only attracts tourists but also serves as a vibrant community hub, revitalising the brand’s image and making it a must-visit destination in Chongqing.
