Beta Cinema by Module K, Ho Chi Minh City
Ho Chi Minh City – Responding to the visually-driven mindsets of Generation Z, cinema chain Beta Cinemas is unveiling a bold and colourful design for its latest venue in Ho Chi Minh City. Its art deco aesthetic references architectural elements from the city’s historical roots as Saigon. Designed by interior studio Module K, the postmodern space features contrasting hues such as flamingo pink, sea green and bright orange.
Through this visually striking approach to placemaking, the cinema encapsulates Ho Chi Minh City’s cultural identity while reaching new, younger audiences. In turn, the space’s bold aesthetic lends itself to social media platforms. ‘Millennials and Gen Z don’t go to watch the movie,’ explains Jade Nguyen, CEO of Module K Vietnam. ‘They want to go together, talk, and hang out.’
As Nguyen suggests, the next-generation cinema is capitalising on the renewed desire for Gen Z Hangouts, with young people seeking stimulating environments to re-establish social connections in the physical realm.
Costa Rica – With Costa Rican craftspeople facing major economic losses due to a lack of tourism in the last year, fast food chain KFC is stepping in to support them with a range of limited edition branded ceramic buckets. Each clay bucket in the 45-piece collection, which come in the same shape as its classic fried chicken containers, represents a different KFC location in Costa Rica and are made by local artisans.
A campaign film by Havas Costa Rica spotlights the local craftspeople involved as well as the 5,000 year history of creating Colombian Chorotega ceramics. Through this initiative, the brand showcases the skill of local artisans while also raising funds to support their livelihoods via Facebook Live auctions. In this way, KFC provides an example of how a large brand can take civic action through unexpected approaches.
Such projects also reflect the need for resilient and agile business models to aid local craftspeople. And while this support ordinarily comes from the ethical fashion and homeware brands that heavily rely on craftsmanship, KFC recognises the opportunity to highlight regional talent and cultural identity in lieu of tourism.
KFC in collaboration with Havas Costa Rica
