Mural, 2019

How might we get customer to embrace your brand? For L'USINE, customer-generated content is crucial to the brand’s image. At each cafe, a full-featured wall mural shapes L’USINE character and what is most unique about each location.

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I was commissioned to design a mural that represents L'USINE in Vietnam: cosmopolitan while embracing the local culture. For both locations, the urbanists are portrayed in their effortless fashion, embracing the Saigon life. A cyclo ride to District 2 with the sight of Saigon bridge and Landmark building in the background. A yacht expedition down to District 7 - with Phu My bridge and palm grooves on the far side. The artworks are inspired by retro travel postcards of the 50s and 60s when Westerns dream of far-flung locations, amidst this time it could very well be a Saigonese living her Saigon life.