VIETNAM AIRLINES JOINS SKYTEAM GLOBAL ALLIANCE

On June 10, 2010, Vietnam Airlines officially became the first Southeast Asian carrier to join the SkyTeam Global Alliance. The milestone event was attended by the Prime Minister of Vietnam, SkyTeam leadership, member airline representatives, and numerous high-ranking officials. For AAA & Dream Studio, this transcended a conventional corporate signing ceremony; it stood as a profoundly symbolic event representing the nation's international integration.

From the initial conceptualization phase, Dream Studio adopted a distinctive approach: rather than relying on predictable international imagery to depict global integration, the program was rooted entirely in Vietnamese culture. The overarching creative concept - the ascending dream of the Vietnamese nation - served as the narrative spine, connecting history, culture, and the people's collective aspiration to reach out to the world.

A pivotal source of inspiration was Master Artisan Chu Luong’s antique water puppet collection, “Hon nuoc, mat nguoi”, specifically the imagery of the ascending fairies from the “Bat Tien”. These traditional characters, intrinsically tied to the water's surface and local folklore, were elevated into the air, visually manifesting a dream of soaring that has existed within the Vietnamese imagination for millennia.

Creative Director Viet Tu seamlessly integrated these cultural materials across every spatial layer. The welcome lounge was transformed into a living tableau of the wet-rice civilization, featuring actual rice paddies and thousands of fresh lotuses transported from the South to Hanoi, establishing a profoundly authentic Vietnamese atmosphere. Suspended from the ceiling, winged fairy figures were installed as if in mid-flight. These elements did not stand in isolation; together, they wove a cohesive narrative of a nation evolving from its agricultural roots to its global ambitions.

Inside the main auditorium where the signing ceremony took place, the stage design drew inspiration from the intricate patterns of traditional điệp paper, evoking the gravitas of ancient royal decrees and traditional fine arts. Two massive calligraphy brushes were utilized as symbolic representations of intellect, continuous learning, and the definitive act of signing. The entire experiential space was enveloped in a 360-degree perimeter of silk drapes, serving as massive projection surfaces. These screens displayed synchronized imagery of Vietnam, its people, and the alliance's member nations, engineering a compelling visual dialogue between national identity and global integration.

For AAA & Dream Studio, the 2010 Vietnam Airlines integration into SkyTeam marked a critical milestone in the development of Viet Tu and the team's “Modern Traditional” visual language: leveraging traditional materials not merely to replicate the past, but to articulate a highly contemporary narrative. Vietnamese culture became the conceptual launchpad to explore the future, connectivity, and the capability to step onto the global stage while steadfastly preserving one's unique core identity.

Ultimately, this project stands as one of the grandest and most historically significant events in the founding and development journey of the national flag carrier, Vietnam Airlines.