A Cinematic Italian Restaurant under a Retro Curtain

GentlePasta is a contemporary Italian restaurant brand founded in Guangzhou. Rooted in the philosophy of “old-time rituals meets new-age taste,” it explores a reinterpretation of pasta culture within a Chinese urban context. The brand’s core strategy centers around multi-scenario adaptability, value-driven dining, and casual social interactions—positioning each venue as a pause in the city’s fast-paced rhythm, where drama, ambiance, and connection come together.

Located in the heart of Guangzhou’s Tianhe CBD, this store draws spatial inspiration from a vintage European opera house, continuing GentlePasta’s signature cinematic aesthetic. The experience begins like an immersive performance: the illuminated marquee, red velvet-draped lift foyer, and architectural signage together form an “opening act,” guiding visitors into a sequential layout structured like a three-act play—from “main stage,” to “side stage,” to “backstage.”

The central hall features theater-style mirrored banquette seating along a visual axis, while the side hall offers a semi-private dining atmosphere. Curved booths in inner corners cater to gatherings and flexible social occasions. This “auditorium-inspired” seating logic not only enhances visual memorability but also improves turnover efficiency.

Visually, custom neon ceiling frames, a dramatic Madonna sculpture, and contemporary graffiti-style typography coexist—creating a unique dialogue between heritage and modernity. A dynamic lighting system supports day-to-night transitions, enabling distinct moods for lunch, dinner, and post-8PM late-night service.

Design and operations were conceived in tandem: high-impact entrances, photo-friendly touchpoints, and theatrical wayfinding boost user-generated content and organic exposure. Since opening, the location has remained at the top of Guangzhou’s pasta and Western food rankings on Dianping, favored especially for late-night social dining and drinks in the CBD.

The space incorporates durable, replaceable elements—including metal-frame chairs, modular banquettes, and adjustable LED track lighting—ensuring easy maintenance and scalable replication. Through these material strategies, the brand has built a sustainable, adaptable model for future rollouts across diverse commercial contexts.