The Cut Footprint
 
The proposal for The Cut was initiated by the owners with the desire to add a captivating element to the existing terrace, aiming to attract users and enhance the restaurant’s activity and revenue. The first challenge was to create a focal point in the outdoor space, capturing the attention of users from two nearby office buildings, allowing them to enjoy the unique views of the shopping center roof and the restaurant terrace.
 
 

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The second challenge was to achieve this goal without disrupting the restaurant’s regular operations or requiring changes to outdoor furniture. To address these challenges, the concept focused on using the exterior terrace as an overhead horizontal billboard. The idea was to incorporate painted landscapes as the primary element, with vibrant colors partially intruding into the space, adding freshness and a cool vibe while highlighting the restaurant’s presence.
 
 

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The goal was to transform the space in an unexpected way without the need for adding unnecessary three-dimensional objects that would disrupt the existing terrace. The aim was to create a hotspot, attracting users from the two office buildings and enticing them to visit the restaurant. Urban advertising or city marketing is an important tool for promoting products, brands, or events by leveraging social dynamics.
 
Using painted landscapes as architectural catalysts involved using paint or coatings to partially cover intervention areas. This approach influenced the conception and usage of space, adding personality to it. Take The Cut, for example. The restaurant is located within a renowned complex in Shanghai, which includes a large shopping center called IAPM, featuring an extended semi-public terrace facing Huaihai Road. At the top of the podium are two office towers.
 
 

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The private two-level restaurant is located on the fifth and sixth floors of the shopping center, each featuring a small outdoor terrace. These terraces are internally connected by the restaurant’s private staircase and externally connected by the shopping center’s public escalators.
 
To create a visible and attention-grabbing platform from above, we designed vibrant colors and pathways to highlight the restaurant’s presence and direction. These pathways showcase new functionalities, routes, and areas, enhancing the restaurant’s new image and attractiveness.
 
 

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After analyzing the terrace’s form and considering their potential, we determined that the stairs leading to the upper terrace were the perfect elements to showcase the primary “indicator.” The indicator took the form of large arrows, using the staircase’s lines to directly point to the terrace. The arrows featured clear and concise information: “THE CUT is right here.” This primary element formed the basis for the rest of the proposal, defining seemingly uncontrolled but carefully considered pathways or processes. These pathways connect the exterior and interior of the terrace, highlighting important positions such as main tables and entrance doors
 
 

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© 100architects

 
CREDITS:
 
Project Name: The Cut Footprint
Design: 100architects (Shanghai)
Design Team: Marcial Jesús, Javier González
Client: no client
Area: 300 m2
Completion: May 2015
Location: shanghai, China
Photographer: 100architects