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 quarters, this new space had to mark a turning point.

The city center of Hanoi is a tapestry of architectural heritage, where diverse styles—ranging from traditional Vietnamese design to colonial influences, French neo-classical, Indochine, and Art Deco—coexist within a compact urban fabric. Amid this rich visual landscape, the Hanoia Press Club must carve out a distinctive presence that captivates and resonates.

Despite its prime location in the heart of Hanoi’s historic Old Quarter, nestled within a prestigious neighborhood home to many luxury boutiques and upscale hotels, the project contends with several challenges—from optimizing spatial layout to better highlight the products, to addressing the reduced visibility of its storefront, which sits quietly on Ly Dao Thanh Street and off the main and bustling thoroughfare like Trang Tien and Ly Thai To Street.  

Tucked along Ly Dao Thanh Street, Hanoia commands attention with its striking three-storey red-tiled façade. Each tile is inspired by the iconic “H” motif of the brand’s identity, and when assembled, the façade evokes the shimmering scales of a dragon—the sacred mythical creature that lends its legacy to Hanoi’s name, once known as Thang Long, or Ascending Dragon.

The interior 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. 

Hanoia’s Waves—the display system featured throughout the flagship store—serves as a tribute to the essence of lacquer art, with its layering technique. It also evokes a 'sense of place,' celebrating local culture by portraying the stunning terraced rice fields that are emblematic of Vietnam’s northern mountainous regions.

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.

The darkish table evokes the rich heritage and time-honored tradition of lacquer craftsmanship. Its form, echoing the silhouette of the lacquer tree from which resin is drawn, recalls the verdant world that gave birth to the art and continues to cradle the dreams of generations of artists and artisan. 

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. The lighting temperature shifts throughout the day—from a vibrant white tone in the morning to a warm, yellowish glow at sunset. This intentional choreography of light creates a rhythmic visual experience, echoing the deft gestures of lacquer-making. It brings a dynamic energy to the space, infusing the store with life and movement.


Craftsmanship lies at the core of Hanoia. From its modest origins as a small lacquer workshop producing lacquerware to luxury “maisons” in Europe since 1997, Hanoia has evolved into a vibrant melting pot—where artists from Vietnam and around the globe join forces with local artisans to celebrate the refined artistry of lacquer and the rich heritage of Vietnamese craftsmanship. To spotlight this dedication, a special corner within the store is devoted to celebrating the makers behind the scenes. The tool display area showcases fragments of the intricate production process alongside the everyday instruments used by artisans. Through the 'theatricalization' of these tools, the space invites visitors and customers to engage more deeply with the craft, fostering a greater appreciation for the tradition and skills embedded in each lacquer piece.

The deliberate contrast between the interior and exterior design serves as a strategic response to the challenge of enhancing the store’s visibility and drawing the attention it deserves. 

A generous transparent opening defines the entrance and display windows, offering a clear invitation into the space. Surrounding it, the façade unfolds in a tapestry of deep red lacquered scales—opaque, richly textured, and unmistakably iconic. As night falls, a carefully orchestrated lighting scheme brings the surface to life, casting delicate shadows and glimmers that reveal the material’s depth and amplify the store’s presence on the street.

The lighting design was thoughtfully conceived to avoid harsh direct glare for passersby standing in front of the store. Instead, the illumination is subtly oriented toward the left side, where the main and high traffic street, Ly Thai To Street, is located.

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. 

Hanoia Press Club - Flagship Store
12 Lý Đạo Thành, Hà Nội, Việt Nam
www.hanoia.com