November 7th, 2019
With an eye toward the future and an innovative vision, the Vietnam-based concept label THERE VND THEN has launched last weekend their new space at 99 Nguyen Hue in Saigon.
Indeed, the lifestyle brand saw its grand opening at Saigon Garden in the heart of District 1. Over three stories, There Vnd Then is an interdisciplinary endeavor—featuring expertly-designed floors dedicated to retail, food and drink, and grooming—with a common goal: elevating street culture. Blending a modern and unique design with the history inherent in its location, the brand brings a set of new perspectives under one roof.
The concept store’s retail division has worked to develop relationships with a slate of influential, boundary-pushing international brands to showcase fresh style and provide inspiration to a new generation. While Vietnam is itself a growing fashion center, There Vnd Then will be the first to create an accessible place to experience designers and labels at the forefront of modern creative industries.
Ahead of the launch of this multipurpose concept space, its creative directors addressed the purpose and potential of the project. With a wealth of experience abroad and a recognition of Vietnam’s growing cultural influence on the international stage, the There and Then team seeks to usher in a new era, one welcoming creative growth and a global outlook.
Boule Nguyen, co-founder of the label, noted how the store doesn’t exist solely as a mecca of consumerism, but rather as a space which fuels the burgeoning creative scenes of Vietnam. “It’s not all about coming in to just buy something,” he says. “Instead, we wanted a place where kids could see something that inspires them, to give them ideas for the future. Above all, it centers on fostering a creative community”.
And there’s no shortage of avenues from which to draw inspiration throughout the massive multi-concept space, perched over Saigon’s iconic walking street and spanning over 2900 m2. In addition to fashion, design, and food and drink, the brand will also highlight a thriving scene of local DJs, producers, rappers, and genre-bending artists through a series of mix tapes and parties. As There Vnd Then plans to show, this is just the beginning!
Pics There Vnd Then
There Vnd Then | 99 Nguyễn Huệ, District 1, Hồ Chí Minh City