MAD ET LEN experience retail store

Idea projektu

This project aims to introduce MAD ET LEN to the Southeast Asian market through an immersive retail experience that draws deeply from Vietnamese culture and sensory storytelling. As experiential retail continues to gain prominence globally, this approach aligns perfectly with the values of Vietnamese consumers, who place high importance on craftsmanship, personalization, and authenticity—core qualities that define the MAD ET LEN brand.

The design of the space seeks to transform fragrance discovery into a deeply emotional and memorable journey. Taking inspiration from the rhythms of traditional Vietnamese village life, the main hall features layered fabric forms reminiscent of the gentle curves of ancient village gates. This poetic entrance sets the tone for a contemplative and sensory exploration.

Product display areas are reinterpreted through the lens of Vietnamese folk games, adding elements of cultural nostalgia and interactivity. Throughout the space, natural materials, handcrafted textures, and subdued tonal palettes are employed to reflect MAD ET LEN’s raw elegance, creating a harmonious bridge between the brand’s French artisan heritage and Vietnamese cultural identity.

Goals and Objectives:
To localize the MAD ET LEN experience in a way that resonates with Southeast Asian, particularly Vietnamese, sensibilities.
To elevate fragrance discovery into a multi-sensory, emotionally engaging retail experience.
To highlight and celebrate the shared values of craftsmanship, tradition, and aesthetic authenticity between MAD ET LEN and Vietnamese culture.
To create a distinctive and immersive brand environment that fosters deep cultural connection and consumer loyalty.

Popis projektu

This project encompasses the design and development of an immersive retail space for MAD ET LEN that merges the brand’s French artisanal identity with Vietnamese cultural elements. The solution includes spatial design rooted in sensory storytelling, reinterpretation of traditional folk aesthetics, and the use of natural materials and handcrafted details. Key components include:

Main entrance inspired by the soft architectural forms of traditional Vietnamese village gates
Product display zones reflecting Vietnamese folk games and communal spaces
Use of tactile, natural, and locally sourced materials to enhance sensory connection
Lighting and scent design to guide emotional and spatial experience
A layout that encourages exploration and emotional engagement with the brand
This scope aims to create a holistic brand encounter that resonates with the local audience while preserving MAD ET LEN’s core identity.

Technické informace

In terms of architectural intervention:
The original walls of the old house are preserved, with only the window openings repositioned for improved light and flow
The existing roof is completely redesigned, replaced with a horizontally curved form that evokes the familiar silhouettes of traditional Vietnamese roofs
The concrete yard at the entrance is excavated and transformed into a planted area with grass and rice, evoking the feeling of a village path leading home
These technical components work together to support an immersive, functional, and emotionally resonant retail environment that respects both the existing structure and local cultural identity.

Dokumentace

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