Work — An Cựu Galleria · BFS Studio, Ho Chi Minh City
An Cựu Galleria
THE BRIEF
A shophouse row cannot be photographed into desire — it is bought on belief in a future street. In 2024 the Huế property market was still frozen, and An Cựu Galleria had to open in the same week as AEON MALL Huế without being reduced to "the row opposite the mall". Whatever we built also had to survive weekly sales banners, a 7.2-metre site hoarding and 168 future tenants each hanging their own sign.
WHAT WE DID
We positioned it as an address rather than a listing, and drew the mark from the tiered roofline of the Huế imperial gate — reduced to a single flat trapezoid you look through rather than at. That aperture is the system: it stretches into a banner, a 7.2-metre hoarding, a storefront or a wayfinding icon with no redraw, and ships as fixed templates so people outside the design team stay on brand. We designed the landscape of the shared realm alongside it.
OUTCOME
A naming and identity system delivered for a development still under construction — one mark that runs from a business card to a 7.2 m site hoarding.
THE WORK
- Navy Blue · Reflex Blue C#002086
- Dark Blue · 2758 C#0A2160
- Ultramarine · 2736 C#091DF3
- Tufts Blue#6480E3
- Turquoise#98FEE6
- Pale Yellow#EAE7A4
An Cựu Galleria — Thành phố Huế
A gate for a commercial boulevard in the old capital
Oswald carries display — a condensed gothic that has always belonged on street signage, narrow enough to hold a long Vietnamese headline with full diacritics inside a banner. SF Pro carries everything that has to be read rather than seen: specifications, legal copy, price tables, bilingual body text.
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