Shadow Lounge is a cafe lounge. But it’s also a space to spotlight local creativity, from baristas and chefs to designers and artists. Specifically, we wanted to show what happens behind the scenes of any creative process: from cooking to design. The unseen, unfamiliar, unknown work. Starting with the logo, we experimented with different creative processes to design the logotype. But we purposefully chose an in between version. And from that thought we executed everything else from product design to art direction.

Graphic Design

Communications

Production

De La Sól / Shadow is a mixed concept space in Ho Chi Minh City, Vietnam. A fluid intersection of exhibition halls, cafe lounge, retail displays, and client experience center of Sun Life Insurance (also the primary investor).
The Lab drew inspiration from the idea of growth — both a reference to Sun Life’s brand promise and the flourishing Ho Chi Minh City — to design different volumes in the space.
The design layers new elements in view of the old. The historical villa facade stands untouched, in contrast to a new 2-story structure of steel and glass, with both structure connected by an expressive loop staircase. Bespoke rotating kinetic sculptures dot the outdoor, acting as a shading solution and a landmark — and a visual metaphor for growth.
A captivating discovery during the design process was of the old villa's structure itself. After removing multiple paint-plaster layers outside, arch gates from the past, various brick types used in each renovation, and the building's century-old history, were all revealed. The building's history is etched into every brick, a testament to the city's cultural heritage.
Material selection is informed by the villa. Keeping the original brickwork and wooden beams, the designers chose stainless steel for visual contrast and durability through Vietnam’s rainy season.
The outdoor deck, framed by the loop staircase, provides a focal point for gatherings,providing a multi-use lobby for the various programs at De La Sol. The staircase, in turns,becomes a viewing deck to the different activities happening below and around it.

Spatial Design

Branding for a generative art NFT project.

Metaverse

An unflinching look at the reality and romance of serodiscordant couples and the hope that science can restore their love, lives

Advertising

Film

Multiple expressions of our iconography and unofficial mascot: the (lab) rat.

Our 9000m² factory office design for a global streetwear manufacturer of Palace, Saturdays, Stüssy, to namedrop a few.

UnAvailable-Factory-Interior-Architecture

The road to a good life isn't paved. A music video.

Rage Against The Paved Road | Music Video

A duck who's an amateur YouTuber that spreads (obviously) fake news about the vaccine, and gets corrected by doctors.

Here's our 94-page footnote in a never-ending story.

We took inspiration of the moon's reflection on a lake, a reference to Bakes' flagship store in the historic Turtle Lake neighborhood.

The interior design is an exercise in details and storytelling.

Product Design

A future-proof generative branding system for an up and coming podcast platform.

Cloud-Room-Experimental-Pop-Electronic-Music-Festival

We contrasted the ups and downs of love with the mundane simplicity of HIV prevention. (It's just a pill.)

’Yêu Mới Khó. Còn Lại Có Ngại Gì’

A collaboration between the Pen Pineapple Apple Pen legend Pikotaro and 9-year-old NFT art prodigy Zombie Zoo.

Animation

Nhau Nhau is a modern take on traditional and casual Vietnamese drinking culture, with a touch of pre-war romanticism (think vinyls, jazz, hotel lounge singers).

Sun Life's Executive Lounge has front row view of Saigon river and skyline. This is where you witness the city's growth and think about how to make your mark on it.

Photography

Experiment

From-Fair-Wear-to-Love-Affair-Social-Experiments

We reimagined festive holiday patterns as packaging and a kinetic window installation.

A spring-summer campaign for one of the highest lounges in Southeast Asia.

A nightclub inspired by a neon Tokyo from a distant future

FPDB is a food creative studio, in that order.

Time will tell whether the catalog we designed for furniture firm District 8 is any good. And that's the point.

Bakes is a French pâtisserie that believes pastry should be like love: simple, thoughtful, honest.

Beyond form and function, architecture has the power to bring joy, surprise and wonder. To make you go “Aaaaaa”.

Material and spatial design system for independent fashion brand Cocosin and sibling Haberman.

We took a mental road trip from the City of Lights to the countryside for inspiration to design the branding and interior of Café Marcel, a casual all-day French restaurant.

Fruit Punch is a social project by creative studio The Lab Saigon that reinterprets these ugly fruits through a graphic design exhibition and social gathering.

Exhibition Design

Peace and Prosperity. Expressed in silver and gold 3D calligraphy.

Tbd is a construction company. Built by four Vietnamese men who met in Japan as laborers. They've come a long way.

Our branding and interior design for the highest lounge in Southeast Asia is inspired by a grain of rice. Sky high ambitions. Humble beginnings.

Blank-The-Highest-Lounge-in-Southeast-Asia

Blank | The Highest Lounge in Southeast Asia

A social film created in isolation during the pandemic in Vietnam.

Our office design for Vietcetera is inspired by stories past.

Summer campaign for one of the world's highest lounges.

An excuse to celebrate in the middle of Covid lockdown.

https://victionary.com/products/palette-mini-00-nude

Bakes featured in Victionary’s Palette Mini 00: Nude

https://thedieline.com/blog/2022/10/26/bakes-mooncake-2022

Dieline: Bakes Mooncake's Evolved Packaging System

https://www.notion.so/thelabsaigon/Creative-Talent-Career-Guide-05b3a554bc1c44dbb700805e6c4fd74a

https://www.notion.so/thelabsaigon/Briefing-Your-Agency-Freelancer-7b0891b8869d4e9381e55cbbf42c6764

https://www.notion.so/thelabsaigon/A-Practical-Worksheet-to-Starting-F-B-Projects-in-Vietnam-d74a7f1c36a34c63be24015dd032be3f

A Practical Worksheet to Starting F&B Projects in Vietnam

https://thelabsaigon.notion.site/Work-From-Home-WFH-Hi-u-Qu-d0d5f1ea7ef84bb4836f328692c3fa84

https://thelabsaigon.notion.site/L-m-th-n-o-truy-n-t-i-ph-n-h-i-feedback-hi-u-qu-Kinh-nghi-m-t-m-t-Account-608e21056f0148f199980cf7bf5925cd

Làm thế nào để truyền tải phản hồi (feedback) hiệu quả. Kinh nghiệm từ một Account. 

https://www.notion.so/thelabsaigon/How-to-Give-Effective-Feedback-to-Creatives-By-an-Account-f60fe26d39ab4e67b4479e6b4dc89205

How to Give Effective Feedback to Creatives. By an Account.

https://www.notion.so/thelabsaigon/Before-You-Build-19d4ffc374f24cba9b45533d55ae0c70

https://thelabsaigon.notion.site/Chu-n-b-brief-b-i-cho-Thi-t-k-478f5a098d044094a4ed49af325a973e

Chuẩn bị brief (đề bài) cho Thiết kế 

https://www.notion.so/thelabsaigon/5-Steps-to-Craft-a-Company-Culture-13f27d00b41e4d96a373a15ef7375330

https://thelabsaigon.notion.site/What-makes-a-Creative-Director-e01f60b7f53f42f8994ab436ed198edc

https://thelabsaigon.notion.site/Account-Lab-03fcc2d929e745bfbc92284cd6af2d4e

https://thelabsaigon.notion.site/Ti-n-trong-m-t-d-n-F-B-5f78435a2421469bbb2e71a5dcd77122

https://thelabsaigon.notion.site/Women-at-The-Lab-c989fc6e09de4e72822bcd3d39111c76

https://thelabsaigon.notion.site/The-Case-for-an-Open-Source-Career-c391eebbc4024544a496ed2c0030dd60

https://thelabsaigon.notion.site/G-c-nh-n-v-Pitching-Lab-5ba1e824cb454590a8314daac5f787e3

GIANG.jpeg

Guest Art Director

Graphic

Jr Graphic Designer

HUYEN.jpeg

Purchaser

Procurement

THOMAS.jpeg

Senior Spatial Designer

Spatial

Chef

MINH.jpeg

Assistant to the GM

NHUNG.jpeg

Talent Acquisition

MY.jpeg

C&B Executive

HAIUYEN.jpeg

Sr Purchaser

THULE.jpeg

AN.jpeg

THANG.jpeg

NGOCGIAU.jpeg

Assistant Customer Service Manager

Head Chef

NHI.jpeg

Operation Manager

F&B Manager

LUCY.jpeg

Sales Assistant

Marketing & Sales

LAI.jpeg

Junior Partner

Partner

ANHTHU.jpeg

Sales Manager

LAURE.jpeg

General Manager

ROSA.jpeg

Human Resources Manager

XUANTRAN.jpeg

Treasury

Accounting

TRANH.jpeg

Account Receivable

HOLINH.jpeg

General Accountant

BRYAN.jpeg

Head of Finance

Writer

Studio

TAM.jpeg

TRANGNGUYEN.jpeg

Strategic Partnership

ANHNGUYEN.jpeg

Strategic Partnership Manager

DUY.jpeg

PA.jpeg

Strategic Partnership Director

JUN.jpeg

Graphic Designer

Creative Director

CHUONG.jpeg

Multimedia

TRUC.jpeg

Studio Producer

LOC.jpeg

Photographer

KAINGUYEN.jpeg

Art Director

Jr Spatial Designer

HUNG.jpeg

TIN.jpeg

Fabricator

Fabrication

TU.jpeg

Spatial Designer

TESS.jpeg

NGHI.jpeg

TUANTRAN.jpeg

TRAMDANG.jpeg

XUANPHAN.jpeg

Senior Graphic Designer

HUONG.jpeg

VENBUI.jpeg

EVE.jpeg

Creative Strategist

Strategy

TUANLE.jpeg

KAILE.jpg

Print Producer

HAT.jpeg

SAM.jpeg

HCMC

Full-time

Part-time

Dalat

Launching a complex creative project requires |d|flexible skillsets and, more important, mindsets. |d|The Lab invests in these capabilities so you don’t have to.

Lessons, thoughts, and media highlights. |||Enjoy!

Join a creative, industrious, relaxed group of people doing interesting work.

Career descriptions below. Send your CV/portfolio to people@thelabsaigon.com

2 Le Ngo Cat, District 3|||Ho Chi Minh City, Vietnam

Head office, party central,|||and big business stuff.

hcmc.jpg

Field office in the highlands.|||With room and board.

The Lab is a launchpad for
thought-provoking creative projects
across disciplines and industries.

Trusted by

Works50

Notes17

We offer friday work-from-home,
remote office, path to partnership,
and the opportunity to shape
your career and our company.

The Lab is a launchpad forthought-provoking creative projectsacross disciplines and industries.

Trusted by

Works50

Notes17

We offer friday work-from-home, remote office, path to partnership, and the opportunity to shape your career and our company.

The Lab is a launchpad for
thought-provoking creative projects
across disciplines and industries.

We offer friday work-from-home,
remote office, path to partnership,
and the opportunity to shape
your career and our company.