design: oh.hi studio
design team: Gia Han, Uyen Sam, Phuong Hien, Nhat Thu
area: 125 sqm
year: 2025
location: Thu Duc City, Ho Chi Minh City, Vietnam
Phê La is located in the central mall of the high-tech urban district, where the spirit of “high-tech” is translated into a design language based on a modular principle – small elements linking together to form a larger volumetric composition.
These elements are extracted from the very DNA of the Phê La brand identity. Taking inspiration from the familiar image of interlaced wooden slats, we exaggerated their scale and transformed them into an iconic structure. The illuminated canopy above the counter, composed of striped mica panels, acts as a secondary layer, creating a contrast between the cold materials such as inox and mica, the warmth of wood, the rusted counter surface, and carefully placed greenery, shaping a space with depth and a clearly articulated layered structure.
