SON HA GROUP 20TH ANNIVERSARY

Rather than approaching Son Ha Group’s 20th anniversary as a conventional corporate celebration, Dream Studio conceived the project as an emotional journey through memory. Instead of focusing solely on milestones and achievements, the program was developed as an artistic documentary told through the voices of the people who had accompanied Son Ha throughout its two decades of growth, creating a theatrical experience where the company's history was expressed through emotion, memory, and live performance.

One of the project's defining features was the close collaboration with long-serving employees to research, organize, and reconstruct the company's historical journey. Based on this foundation, Dream Studio produced a corporate documentary, an approach that was still relatively new in Vietnam at the time. Through a candid, hidden-camera style interview technique,  the production followed 20 employees representing Son Ha's 20 years of development. Their stories revealed the company's untold history: the earliest days of entrepreneurship, periods of hardship, moments when giving up seemed inevitable, and the decisions to continue believing in the organization. From these authentic stories emerged the song “Nhớ Tuổi 20 (Remembering Twenty)”,  created as a tribute to the people who built Son Ha.

The audience experience extended beyond the stage through an installation-inspired exhibition displaying machinery, equipment, and artifacts from the company's earliest years. These original objects were presented as visual landmarks and living witnesses to Son Ha's development, allowing guests to engage with the brand's history in a tangible and emotionally resonant way.

From a stage design perspective, the project marked one of Dream Studio's earliest explorations of an awards-show format inspired by international ceremonies such as the Academy Awards (Oscars), combining a live symphony orchestra positioned in front of a large projection screen. Particularly, the opening performance, “Khởi (Genesis)” featured eight large mobile LED cubes to create a large-scale interactive visual performance. At a time when stage technology in Vietnam was still relatively limited, continuously moving, reconfiguring, and synchronizing the entire LED system within minutes without interrupting the performance represented a significant technical and operational breakthrough for the local event industry.

For Dream Studio, Son Ha Group's 20th Anniversary Celebration was not merely a project marking new experiments in stage expression, corporate storytelling, and performance technology; it also became the foundation for many corporate anniversary formats developed in the years that followed. The integration of documentary filmmaking, symphonic music, and immersive stage experiences continues to be inherited, refined, and embraced as part of Dream Studio's creative journey.