GRAND OPENING OF ART AVE

The launch of Art Ave was developed as part of Masterise Homes’ strategy to build an urban experience ecosystem at The Global City. Rather than a conventional opening event, the project was conceived by Dream Studio as a contemporary street festival where music, creativity, and community activities came together in a continuous journey of discovery. Inspired by the world’s leading creative districts, Art Ave was introduced as an immersive experience that invited visitors to explore multiple layers of space, interaction, and emotion.

At the heart of Art Ave was a dynamic triangle of experiences: art installations, pop-up stores, and street performances appearing in Vietnam for the first time. Together, these elements transformed the boulevard into an Urban Hub, a destination where culture, commerce, and creativity converge, echoing the spirit of globally recognized districts in New York, London, Seoul, Shanghai, and Las Vegas.

In collaboration with curator ACE Le (Art Nation), Dream Studio brought contemporary art into the urban landscape through works by contemporary artist Do Hiep, sculptor Thai Nhat Minh, and visual artist Tung Crazy Monkey. Installed throughout the boulevard, these artworks transformed Art Ave into an open-air exhibition where art became a natural part of everyday urban life.

The experience was further enriched by a curated mix of pop-up stores from local and international brands, alongside creative workshops such as skateboard customization, skateboarding sessions, coffee brewing, and ice-cream making. These activities fostered creativity, encouraged participation, and created opportunities for meaningful interaction among visitors.

Music served as a unifying force throughout the event, with live street performances by 16Typh, Kimmese, DJ Mastal, and Lou Hoang staged across the boulevard and residential balconies, recreating the vibrant atmosphere of internationally renowned street art and music festivals.

A defining highlight of the opening was the Jet Suit performance by Gravity Industries, making its first appearance at The Global City and creating a striking visual spectacle amid the modern SOHO architecture. This performance has become  one of the event’s most memorable moments.

Through Art Ave, Dream Studio and Masterise Homes introduced more than a new destination. The project established a foundation for a new model of urban development centered on culture and creativity, helping position SOHO as an emerging hub for arts, entertainment, and community life in Ho Chi Minh City.