Sio Concepts – The collective behind the “extreme” Local brands store designs at The New Playground

The customer experience is a combination of sounds, smells, sight, light, color, and most importantly, human interaction. The global fashion market has developed strongly to create distinct values, all international brands have invested in building a very methodical Concept (main theme idea) Store very specific to create. out images & feelings for customers when entering.
The Streetwear market of Vietnam, especially the Local Brands, has also made great progress in the past 5 years. Besides the products, marketing ideas, … the equally important factor is also emphasized by Local Brands, which is CONCEPT STORE.
Instead of contacting LOCAL BRANDS today to talk, EACHSHOES we look for people, a team that works, dedicates, develops & “souls” as well as realizes a lot of “extreme” ideas. cool ”application onto Local Brands stores. The most special is the launch event of The New Playground – A complex of local brands to create a new playground for young people who love street fashion, sneakers in general. Let’s explore who this Collective is!

Hello SIO Concepts and Mr. Hung (Founder & Managing Director)Currently, EACHSHOES sees that SIO Concepts is working with Local Brands, so SIO Concepts is a design consulting company, a company specializing in general fashion & streetwear in particular? Why did SIO Concepts choose this rather new direction?
Hello Tan & EACHSHOES. Pleased to be connected today. In the field of interior design, the main categories are classified, including:
– Interior design of houses
– Interior design office
– Interior design of the store
– Hotel-restaurant interior design
Hung & SIO Concepts choosing the first specialized store design direction comes from the development trend since the culture is close to the ground, particularly sneakers that are introduced and developed rapidly in Vietnam. During 4 years of operation, Hung & colleagues, the SIO Concepts team also observed & accompanied the community, and predicted that there would be brands developing fashion products, to coordinate with. sneakers on the feet of young people. Great user demand & young people seized the opportunity to develop LOCAL BRANDS.

Through the development process, local brands have begun to find direction & shape a style for their own products, the next is to develop a space to display products with a specific color. Design is the combination of color, sound, light, the disposition of items, the taste, the interaction of the customer – the waiter, … to create the greatest emotional experience when buying. .
SIO Concepts is a design studio working in the creative industry. In the past 4 years and the following years, Hung & SIO Concepts’s strategy will practice supporting and developing store interior design with Vietnamese brands, in addition to many other projects to create a ” New image, new taste ”in interior design village in Vietnam.
With creativity & application of new ideas as the core, Hung & SIO Concepts wishes to provide flying ideas but still follows reality. We call the “optimal solution” based on human, financial,… resources of each LOCAL BRANDS available. Next is the ambition to raise design standards in the Vietnamese market that can approach the world’s standards.

When working with LOCAL BRANDS in Vietnam, what makes SIO Concepts the most interesting?
When working with LOCAL BRANDS in Vietnam, perhaps the most interesting thing is working with talented, dynamic young people., personalities and extremely fast trend updates. In each brand, you create your own different brand story, based on these brand stories we develop the design story. conveys the brand’s personality properly.
More importantly, the SIO Concepts team is always looking for new construction solutions and new materials “solution“We get design problems from brands, the more difficult the problem, the more we want to conquer.” What’s special is that because local brands are made up of young people, they are always want to experiment with new things, this makes SIO Concepts and extremely excited by the challenges that bring lots of practical experiences.

What are the biggest obstacles working with LOCAL BRANDS?
Have is probably the realization of your ideas! (laugh)
The idea may be feasible but not perfect, the idea is combined but has no highlights, sometimes not, … Even in the idea of ​​exchanging ideas, SIO Concepts & Hung always listen to you first, then process information, choose feasible options and realize, refine, balance, … with the actual construction capacity, completion progress & level of completion in practice so as not to affect the economy. Local Brands business.

The design of a fashion store, especially Local Brands, is very different from the design of houses, offices, or other types of buildings. Solve a difficult problem, meet the requirements of difficult customers, give convincing and novel stories and concepts, but must meet progress because progress affects revenue, strategy. business, your investment costs.

How long does it take to create a store story from concept to completion and then handover? Are there any difficulties that SIO Concepts face?
The time it takes to create the store’s story from concept to completion and then handing over depends on many different factors such as area, design requirements, finishing materials and external factors. Of course the more time we have, the more we can refine the design as well as complete the project. But there are projects that are forced to meet the brand’s timeline, we always have solutions to meet their requirements.

Accepting this new direction always has difficulties, because the materials or construction techniques in Vietnam still have certain limitations, so it is necessary to find the appropriate design and construction plan to achieve it. request. At the same time, when working with young people, sometimes there will be different difficulties, because they are very demanding, sometimes impatient, but fortunately you are always listening and understanding understand for our work.

It is known that the project The New Playground with a completely new concept, where a lot of Local Brands is gathered there, but according to EACHSHOES, the SIO Concepts & Hung collective invested a lot of effort & time, Hung & SIO Concepts Can you tell more about this project?
The New Playground is a very interesting project that SIO Concepts has been involved in since day one. 2017 is the first time SIO Concepts is in charge of designing and constructing The New Play Ground in Ly Tu Trong, after three years The New PlayGround opened 2 new branches in Hanoi and the most recently is in Le Lai, District 1, Ho Chi Minh City. SIO Concepts all participated in the design. Each concept in The New PlayGround has a separate and diverse spirit of ideas. In this project, the SIO Concepts design team is in charge of designing 30/41 booths in The New PlayGround. When it comes to the biggest pressure is probably progress.

First progress on design: In very short time only 10 days to complete design drawings. There are designs SIO Concepts just in time to express the concept, but luckily, the owner still accepts.
Next is the construction progress: Evaluating the design level of SIO Concepts is often difficult, it is necessary for capable units to handle it because most of the details are individually processed products. special. SIO Concepts thanks very much to the owners for sticking with the unchanged design so that the actual results are closest to the design.
In the future, what the SIO Concepts team wants to continue to contribute to the appearance of brands, the construction of product quality is yours and the creation of spaces to elevate the brand let SIO Concepts. .

Thanks to Hung & the SIO Concepts team, one last question is what are the plans for 2020 and the coming years going to be interesting?

With the intention of 2020 and the coming years as a leader & operator, I will expand the types of designs such as showrooms or offices still on the core foundation of constant creativity to assert. value.
Thank Hung & SIO Concepts team for spending time with EACHSHOES. Lots of useful and interesting information. Wish Hung & SIO Concepts thrive with great upcoming projects.

The actual construction pictures that SIO Concepts in charge of recently.

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