New L’Usine Redefines Iconic Saigon Brand
With a graceful step forward, July’s launch of L’Usine’s latest dining and retail venue marks a coming of age in the evolution of a great Saigon brand. Since its original founding in 2009, L’Usine has been a vanguard of contemporary Saigon chic, reinterpreting the classic colonial heritage of Vietnam’s cosmopolitan capital to deliver a timeless and international customer experience. This new flagship overturns L’Usine as the secluded hideaway in a restored historic building, establishing a prominent street-front presence that consciously targets a broader following. Under the stewardship of its current owners – international F&B group L Concepts – the brand’s new trajectory prepares L’Usine for fresh customers as well as expansion overseas.
The new L’Usine’s conspicuous spot on Le Thanh Ton presents an appealing multi-level structure that refocuses the brand’s role as curator of its own unique style esthetic. While the original venues manage to convey a sense of discovery before customers even arrive (newcomers to the first L’Usine are often surprised to come across the modern, internationally-appointed café after climbing an unassuming old staircase in a dark alley), this new location draws that sense of curiosity onto the premises with period-inspired stairwells leading to clearly-differentiated spaces that each interpret the brand image in their own unique way. This eye for its own niche character is now serving to bring the L’Usine brand to a more contemporary market category, attracting smart, culturally-aware consumers with an energy that should equally resonate with local and foreign audiences. L’Usine’s design principles have been reimagined in this third location without an attempt to force the creative elements of the previous venues into a distinctly contrasting architectural space. While the first café opened in a beautifully-adapted warehouse, this third site has the air of a restored French colonial art-deco residence; every part remains stamped with furnishings and décor that reflect the height of cosmopolitan Saigon vogue without trying to recreate the exact look of the previous L’Usines. A definitive, passionate interpretation of Saigonese culture from the outside looking in, the shop layout establishes a hybrid voice that is just as classical as it is fresh.
This L’Usine is far more observant and self-aware than ever before, having explicitly crafted an emerging identity for the next stage in its brand evolution. Here, the furnishings are more comfortable; a fourth-floor Eatery delivers L’Usine as a restaurant in its own standing; the menu has been upgraded with finer versions of favorite offerings; and its retail stock – a carefully-curated selection of homeware, niche and fashion brands that you rarely see elsewhere in Vietnam – is now comfortably within reach of the café tables. This is a turning point for what continues to be a steadily engaging and discerning platform that has always traded successfully on its own reputation: the third venue brings L’Usine to a new frontier of ambassadorship for Saigon’s unique style.
L’Usine Le Thanh Ton
19 Le Thanh Ton, District 1, Ho Chi Minh City – Valet parking available
T: +84 28 3822 7188
E: firstname.lastname@example.org or email@example.com
Monday to Sunday: 7:30 am – 10:30 pm
Last order 30 minutes before closing time (except Monday, last order at 9 pm)
Find us via:
Website: lusinespace.com | Facebook & Instagram: lusinespace
Check in: L’Usine Le Thanh Ton with hashtag #thenewlusine