When it comes to designing for a brand, it's important to consider the history and context of the location. For the Union Square rebrand in Saigon, Andrew Millington and PurpleAsia took inspiration from the city's rich typographic history and incorporated it into the design to create a strong and provocative graphic voice across all communications.
Though the names of the building and streets have changed over the years, Union Square has always been a landmark destination in the centre of the city. Welcoming a new generation of guests while paying homage to the site’s history and importance, Union Square will continue to stand the test of time, in part, thanks to our strong partnership with the managing team. Essential Management Group partnered with PurpleAsia to create a distinctive brand and customer journey, one that would pay homage to the building’s history while honouring its new, cutting-edge, fashion first approach to luxury shopping. Such a brief resulted in a bold portrait of the new Vietnam, an icon of luxury and lifestyle with deep history and roots.
One of the key elements of the design is the striking icon that celebrates one of Saigon's most iconic colonial structures. This icon serves as a symbol of the brand and helps to establish a connection with the city's history. To enhance the user experience, we also implemented a set of distinguishing background colors across the responsive website design, allowing for a fresh and surprising experience with each visit.
With the rebrand and upgrades complete, Union Square is now home to a wide variety of high-end shops, each offering a unique selection of the best international brands, ranging from premium to luxury. The retail paradise spreads across six curated floors and continues to set a worldwide standard for luxury shopping. In time, Union Square will also be home to delicious cafes and restaurants, ensuring a complete multisensory experience for both Vietnamese and international customers. Overall, the Union Square rebrand is a perfect example of how design can be used to enhance a brand and create an unforgettable experience.