H&M teamed up with me to redefine their store space at Vincom Shopping Mall. With the concept of Alley, I want to tell my memories of that narrow but vibrant space through a new visual language.
"When looking into the concept of "Alley", I realize that although it is a rudimentary intersection that has existed for centuries in Vietnam, 'the alley' is the soul and the core of folklore. From such a small alley, people from all over the country flock to the busy streets of Saigon to earn a living. A small alley, but who knows how many cultural streams run through it from all over the North Central South West to cross over the country every day."