Toong Phan Bội Châu: A Holistic Solution for Project Revival
Our Role : Business Model Consulting, Interior Design & Art Curation
The Initial Challenge
In a prime downtown Hanoi location, a building with a finished shell intended for an Asian restaurant became a difficult business proposition. With ongoing metro construction and one-way street traffic, the original business model was no longer viable for walk-in customers. The client needed a bold solution to revive the building and attract a new audience.
In a prime downtown Hanoi location, a building with a finished shell intended for an Asian restaurant became a difficult business proposition. With ongoing metro construction and one-way street traffic, the original business model was no longer viable for walk-in customers. The client needed a bold solution to revive the building and attract a new audience.
GốcCreation’s Solution
1. A Pivot to a Destination Model:
We proposed a complete shift in function, transforming the building into a creative office and café complex. This new model targets a "destination-driven" audience, independent of passing foot traffic. The seamless collaboration between Toong’s office and VOU’s café created a complementary service ecosystem, offering a comprehensive and convenient experience for users..
1. A Pivot to a Destination Model:
We proposed a complete shift in function, transforming the building into a creative office and café complex. This new model targets a "destination-driven" audience, independent of passing foot traffic. The seamless collaboration between Toong’s office and VOU’s café created a complementary service ecosystem, offering a comprehensive and convenient experience for users..
GốcCreation’s Solution
2. Design That Honors Location
Inspired by the building's proximity to Hanoi’s central train station, we used "pathways" as a guiding design language. These soft, winding paths on the ceilings not only served as a unique decorative element but also gracefully directed movement throughout the space. Most importantly, they subtly reminded guests of the building's central, connected location.
2. Design That Honors Location
Inspired by the building's proximity to Hanoi’s central train station, we used "pathways" as a guiding design language. These soft, winding paths on the ceilings not only served as a unique decorative element but also gracefully directed movement throughout the space. Most importantly, they subtly reminded guests of the building's central, connected location.
GốcCreation’s Solution
3. Art Curation That Challenges Convention
To embody Toong's brand ethos of "thinking new, doing new," we partnered with young artist Đỗ Hà Hoài. We selected a collection of his works, ranging from the unconventional to the refined. These bold pieces engaged people from the moment they approached the building, encouraging them to step outside their comfort zones and embrace new ideas. This curated selection enhanced the building's facade, establishing a distinct aesthetic without costly exterior renovations.
3. Art Curation That Challenges Convention
To embody Toong's brand ethos of "thinking new, doing new," we partnered with young artist Đỗ Hà Hoài. We selected a collection of his works, ranging from the unconventional to the refined. These bold pieces engaged people from the moment they approached the building, encouraging them to step outside their comfort zones and embrace new ideas. This curated selection enhanced the building's facade, establishing a distinct aesthetic without costly exterior renovations.
The Results
Attracting Prestigious Clients: The building quickly became home to top-tier companies like Ricoh and Ogilvy, despite the presence of many Class A office buildings in the area. This outcome solidified the project's unique value and market position.
A Hub for Culture: Toong Phan Bội Châu now regularly hosts diverse art events, from exhibitions to classical music and opera performances. It has not only attracted a large community of intellectuals in the capital's center but has also become a vibrant new cultural landmark.
Attracting Prestigious Clients: The building quickly became home to top-tier companies like Ricoh and Ogilvy, despite the presence of many Class A office buildings in the area. This outcome solidified the project's unique value and market position.
A Hub for Culture: Toong Phan Bội Châu now regularly hosts diverse art events, from exhibitions to classical music and opera performances. It has not only attracted a large community of intellectuals in the capital's center but has also become a vibrant new cultural landmark.
