Beta Cinema Quang Trung, Ho Chi Minh City (Saigon), Vietnam

According to Jade Kim Nguyen, co-founder and CEO of design firm Module K

According to Jade Kim Nguyen, co-founder and CEO of design firm Module K, Vietnamese movie theatres have thrived in recent years in part because they offer a social experience. She has said that in Vietnam millennials and gen Z don’t go to the cinema just to watch a movie, they go in a group to hang out, to talk and spend an evening together. In short, movie theatres are, or need to become, destinations.

The influences of the pastel pink and white interior of Tan Dinh Church, nicknamed aptly “the pink church” are also visible in the cinema especially in its asymmetrical columns. The church dates back to the colonial period with a mix of styles from neo-Romanesque to neo-Gothic and neo-Renaissance. The colourful ticket counters and snack stands in Beta Cinema channel the riot of colours in the stalls of city’s largest market, the Ben Thahn, that sell everything from food to fabrics, souvenirs and handicraft.

With its 20 cinemas in northern Vietnam Beta Group is now actively expanding in the south. After completing Beta Cinema Quang Trung under budget and in just 35 days, Module K has been engaged to design also Beta Cinema Phú Quốc on Vietnam’s largest island. Hanoi-born, Harvard-educated Minh Bui is expanding Beta Media, the movie arm of his Beta Group that also includes food and beverage concepts, into film production and distribution. Tuija Seipell.

Fuente: marketingdirecto.com