Origin and History
Many old Shanghai memories recall a saying: “There were sixteen shops first, and then came Shanghai Beach.”
Linjiang Lane, with its vintage stone gate buildings, alongside the grain warehouses once owned by Huang Jinrong and Du Yuesheng, preserves the legendary tales passed down throughout Shanghai’s last century. The Huangpu River continues to flow endlessly, quietly witnessing the end of former prosperity and extravagance with the passage of time. The old pier, once known as Shiliupu, still stands solemnly to this day.
Following renovations in 2018, various restaurants, bars, and cafés have taken root here. The old pier has reemerged with a fresh new look, while the countless memories it holds remain part of its enduring charm.
The project is situated at Lane 505, Zhongshan South Road — the former Shanghai Oil and Fat Factory, once renowned as one of the top ten creative industrial parks. Selecting this location for the first bar, the owners set high expectations. Within a compact 130-square-meter space, they aimed to integrate diverse elements such as a craft beer bar, whiskey bar, dining area, and even a cocktail robot. The studio approached the design from two key perspectives to achieve this vision.
The original storefront, positioned at the entrance and exit of the park’s outer road, consists of three connected ground-level units. The two main facades face the park’s square fountain and the outer road/South Bund, respectively. The design team conducted thorough research to transform the challenging existing layout into a spatial plan that enhances the environment’s expressiveness.
▲ Exterior facade before renovation of Qingyue (formerly Haggen Dazs)
▲ Exterior facade before renovation of Qingyue
▲ Interior before renovation of Qingyue
▲ Interior before renovation of Qingyue
▲ Interior before renovation of Qingyue
Moreover, the rich imagery of boats, docks, and river waters from Shanghai Beach inspired the initial concept of this bar: on a summer evening, a stroll along the riverbank with the shimmering water reflecting neon lights, perfect for enjoying a glass of moonlight.
Today’s South Bund features a three-story red brick old dock along the Huangpu River
Brand Identity
A full moon hangs high above, while the surging Huangpu River curves in a U-shape beneath it. This imagery, outlined simply yet rich in metaphor, forms the foundation of a studio that integrates every design element of the bar — from the name and logo to the architecture and interior design.
▲ Concept of the tilted moon brand — a full moon hanging over the Huangpu River Bund
What does “Leaning Toward the Moon” mean?
Imagining the Huangpu River as a cup holding wine, the bright moon accidentally falls into it. Gently stirring the glass, a slight intoxication arises, blending the person and the moon in a poetic union. This poignant setting elegantly captures the legendary stories of Shanghai Beach, bringing them into the experience of sipping from the cup.
▲ Design concept of the tilted moon logo
Design and Layout
The interior of Qingyue is divided into three main zones: the craft beer bar, whiskey bar, and the cocktail robot area. The design cleverly uses a U-shaped layout to connect the beer and whiskey bars located at either end, cleverly concealing the beer cold storage and existing structures within it. The cocktail robot, a key highlight, sits precisely at the turning point of the U, accessible from both bars, allowing guests to interact with it from various seating areas.
▲ Spatial layout diagram: (1) Existing structure; (2) Three connected units forming a spatial entity; (3) Lack of spatial coherence due to multiple storefronts; (4) Added interior walls and platforms; (5) Interior walls dividing public, handover, and logistics areas; (6) Clear spatial sense and optimized storefront count
The beer and whiskey bars face the fountain at Old Pier Square and the South Bund, respectively. Exterior facade renovation restrictions imposed by the Old Wharf Property limited modifications on the South Bund side, so the main entrance was placed on the Old Wharf Square side. The distressed rusted steel plates visually echo the dock’s historical weight and add depth to the existing exterior walls. One side features an inverted U-shaped stainless steel entrance, while the other has an upright U-shaped stainless steel window sill bridging indoor and outdoor spaces — instantly distinguishing the Tilted Moon from other venues on the old dock.
▲ Old Wharf Square and Qingyue’s main entrance
▲ Plan view
▲ Main entrance
▲ Handmade beer bar and openable window sill
Upon entering, guests first arrive at the craft beer bar, which occupies a smaller space than the whiskey bar. To amplify the spatial depth, black mirrored surfaces are used, complemented by a circular folding mirror suspended above. This “mirror within a mirror” evokes the image of a bright moon in the sky, reflecting and refracting surrounding light and shadow to create a captivating atmosphere.
Behind the bar, a golden frame neatly arranges various craft beer faucets. Attentive visitors might spot a subtle “Easter egg” — the frame’s edge, closely aligned with the mirror wall, is crafted to form the Chinese character for “cool” through its reflection. Qingyue offers a refreshing experience where friends can gather to savor an authentic variety of craft beers and share lively conversations.
▲ Handmade Beer Bar
▲ Handmade Beer Bar
Two steps up from the beer bar leads to the heart of the space, where a rare cocktail robot awaits in Shanghai. Whether guests are seated in the beer or whiskey bar, they can interact with the robot or approach it at the junction between the two bars, enhancing the social experience.
The whiskey bar extends from the beer bar and occupies nearly the entire raised platform. Due to differing floor heights, the whiskey bar counter is set at a standard seating height. This elevated platform plays a crucial role in both layout and functionality. Behind the bar, the wine rack subtly echoes the “leaning moon” concept, resembling a moon slowly rising.
▲ Whiskey Bar
▲ Sectional perspective view
▲ Cocktail Robot and Whiskey Bar
In front of the bar lies the dining area, where four pairs of intimate booths are set by the window facing the outer road for couples. From here, guests can enjoy intimate conversations while admiring the night view of the South Bund.
One side of the dining area contains logistics facilities, including the kitchen and bathrooms, while the other side features a solid wall separating the bar from the old pier entrance. Since the two entrances on this side had been sealed prior to the dock’s renovation last year, the design replaced the original doorways with cozy sofa seats. Above, half-moon-shaped ceilings undulate gracefully, resembling clouds stacked over the BIM buildings or reflections on water after a heavy rain.
Upon first entering Qingyue, some might find the color palette somewhat muted, but the space is far from dull. Blue-painted glass panels with flat and curved surfaces interact with dark gray walls, casting a subtle glow that envelops the entire “Tilted Moon” in a soft, ethereal light.
▲ Dining area and couple seats
▲ Whiskey Bar
▲ Folding mirror and couple seat
▲ Moon leaning manuscript
▲ Exterior facade
▲ Exterior facade
▲ Store Design
▲ Details of the exterior facade
▲ Handmade Beer Bar
▲ The most refreshing craft beer bar
▲ Whiskey Bar and Bartending Robot
▲ Bartending robots and whiskey bars
▲ Store ceiling design
▲ Whiskey Bar
▲ Restaurant and booths (left), folding mirror (right)
▲ Whiskey Bar — Full Moon and Folding Mirror
▲ Folding mirror
▲ The old pier facing South Bund and the Tilted Moon facade
Project Information
Project Name: Tilted Moon
Address: Units 101, 102, 103, Old Wharf, Lane 505, Zhongshan South Road, Shanghai, China
Architect: One Holding Studio (__AI_ST_URL_0)__
Project Type: Hospitality Architecture, Interior Design, Bar Design, Curtain Wall Design, Decoration
Lead Architects: Chen Sian, Li Xuewen
Client: Private
Building Area: 130 square meters
Year Completed: 2019
Photographers: Chen Sian, Tian Fangfang
Text by: Chen Sian, Li Xuewen, Zhong Xue
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