After nearly 12 months of collaboration with Techcombank’s Executive Leadership and Marketing teams, Dream Studio developed the overarching concept “Heritage x Future”, a creative platform that bridges the bank’s legacy with its spirit of innovation. This philosophy was also reflected in the architecture and vision behind Techcombank’s two new headquarters towers, becoming the narrative thread that connected every component of the 2023 Grand Opening project.
The project was conceived as a contemporary visual experience composed of three interconnected chapters: the Opening Ceremony, a Visual Arts Exhibition, and an exclusive Private Dinner for distinguished guests.
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I. “HỘI” & “DÒNG” Visual Art Exhibitions
The visual art exhibitions “HỘI” in Hanoi and “DÒNG” in Ho Chi Minh City were developed as extensions of Techcombank’s brand story in a new era.
“HỘI” explored the relationship between heritage and the future, a theme deeply embedded in the architectural language of the Hanoi headquarters. Meanwhile, “DÒNG” focused on the connection between architecture, nature, and people through layers of light and movement, reflecting the dynamic rhythm and growth of Ho Chi Minh City.
The collaboration between Creative Director Viet Tu, visual artist Tung Crazy Monkey, and a multidisciplinary team of visual creators transformed both headquarters into immersive environments where contemporary art, architecture, and urban experience converged.
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II. Grand Opening Ceremony
Dream Studio approached the opening ceremony not as a conventional ribbon-cutting event, but as a brand statement.
Interactive visual content, LED cube installations, and stage technologies were integrated directly into the building’s forecourt and public-facing spaces, transforming the headquarters façade into an open platform that connected guests, employees, and the community.
A defining feature of the project was the deployment of more than 1,000 square meters of LED displays across the building façade and lobby areas. Rather than concealing the architecture, the visual content was designed to celebrate and amplify the buildings’ architectural language, highlighting the modern identity and future-focused vision they represent.
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III. Private Dinner
The experience concluded with a Private Dinner hosted on the 22nd and 23rd floors of the headquarters, offering panoramic views over Hanoi’s historic Old Quarter.
The evening agenda was developed around the spirit of “Heritage x Future”, where art and cultural heritage remained central to the brand narrative. Rather than pursuing mainstream entertainment, Dream Studio curated the program as an intimate cultural experience in which traditional values were reinterpreted through a contemporary creative lens. The collaboration between Emmy Award-winning composer and traditional instrumentalist Van-Anh Vo (Vanessa Vo) , music producer Tri Minh, visual artist Tung Crazy Monkey, combined with a conceptual story menu,created a multi-sensory journey that connected music, visual art, and narrative within a unified experience. Through this approach, heritage was not simply preserved or displayed, it was reimagined and experienced through a perspective aligned with the spirit of a new generation.
This project stands among Dream Studio’s select portfolio of highly curated, limited-edition creative experiences, where art, heritage, and contemporary visual language came together to create an emotionally resonant journey for a distinguished audience. More than a celebration of new headquarters towers, the project demonstrated how architecture, culture, and brand storytelling can be woven into a single immersive experience.
