What can you design before the building exists?

Work from the location and how people will use it, not from a render. An Cựu Galleria opened on the idea of a gate — something real on that street.

Will the identity survive the sales phase?

That is the design condition: one mark that runs from a business card to a 7.2 m site hoarding, with rules for tenants hanging their own signs later.

Industry · BFS Studio, Ho Chi Minh City

Real estate naming and branding in Vietnam

You are selling a street that does not exist yet, to people who can walk past the site.

Property cannot be photographed into desire before it is built, and in Vietnam the buyer often drives past the empty lot on the way to the sales gallery. The identity has to carry belief in a future street while surviving weekly sales banners, a site hoarding and dozens of future tenants each hanging their own sign — so it has to be one shape that scales, not a picture that has to be reprinted.

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An Cựu Galleria

An Cựu Galleria · 2025

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FAQ

What can you design before the building exists?: Work from the location and how people will use it, not from a render. An Cựu Galleria opened on the idea of a gate — something real on that street.
Will the identity survive the sales phase?: That is the design condition: one mark that runs from a business card to a 7.2 m site hoarding, with rules for tenants hanging their own signs later.

Working in real estate? Tell us what the job is.

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