Ten years after designing Hanoia’s first boutiques in Vietnam, G8A Architects was invited to imagine an entirely new concept for the brand’s flagship store — a bold reinterpretation that reflects both its evolution and its deep cultural roots. Located in the prestigious Press Club building, in the heart of Hanoi’s historic and elegant quarter, this new space had to mark a turning point.

The design draws inspiration from the poetic process of lacquer-making, in which layers are built up one by one, over time, to reveal depth and richness. This idea of layering became the guiding architectural metaphor: a series of curved, terraced platforms gently rise from the ground, creating a flowing landscape on which Hanoia’s objects are displayed like precious artefacts.

The entire space is conceived as a continuous, fluid environment. There are no hard lines — only curves that guide the visitor intuitively from one moment to the next. Sculpted niches are set along the walls, inviting closer exploration, while the openness of the layout encourages a generous circulation. Everything has been designed to frame the objects without distraction: floor, platforms, and ceiling are treated in the same neutral tone, offering a calm and seamless background. In the center, a few abstract sculptural furniture pieces act as silent companions, echoing the precision and craftsmanship of the objects themselves.

Above it all, a bold ceiling element introduces a moment of suspension. Inspired by the immersive light installations of James Turrell, this glowing volume creates a contemplative atmosphere — a sensory pause that elevates the entire spatial experience.

From the street, the challenge was to create a facade that would both assert the presence of a flagship and retain a sense of abstraction. A large transparent opening marks the entrance and display windows, while the rest of the facade is composed of a field of deep red lacquered scales — opaque, textured, and iconic. By night, a tailored lighting composition animates the surface with a subtle play of shadows and reflections, revealing the depth of the material and enhancing the store’s street presence.

This project signals a new generation of retail architecture in Hanoi — one that blends delicacy and strength, tradition and modernity, into a space that feels both grounded and extraordinary. It offers visitors an immersive encounter with Hanoia’s universe, where craft becomes architecture, and every detail contributes to a timeless, poetic whole.