The Labs

The Lab Saigon is a multi-disciplinary creative studio based in Ho Chi Minh City, Vietnam, specialising in brand design and interior architecture. The studio offers a comprehensive suite of services, including brand strategy, identity design, film and communication design, website and user interface development, as well as spatial strategy, interior/architecture design, and bespoke furniture solutions. They cater to a diverse clientele, encompassing entrepreneurs, cultural organisations, and multinational corporations, with notable past and present clients including Apple, Muji, Coca-Cola, Meta, USCDC, Sun Life Insurance, and AIA Life Insurance.

Founded around 2013 by Tuan Le, who serves as the CEO and Creative Director, The Lab Saigon emerged from his return to Vietnam after a stint as a senior creative in Dubai. Under his leadership, the agency has not only delivered client-focused projects but also ventured into independent business operations, such as cafes, bakeries, and cocktail lounges, demonstrating a unique, entrepreneurial approach to creative services. This hands-on experience in developing and operating their own brands, like the acclaimed WORK Saigon, informs their client consultations, allowing them to provide advice rooted in practical business understanding.

What sets The Lab Saigon apart is their philosophy that "everything happens by design," integrating brand identity seamlessly with physical spaces. Their approach, dubbed "casual creativity," emphasises function, taste, and personality, eschewing deep philosophy for tangible, impactful results. The studio is known for restoring historical structures while layering new, modern elements, thereby creating distinctive and enduring designs that often celebrate Vietnamese heritage. Projects like the Matte Matcha & Teabar Flagship, De La Sól / Shadow, and Blank Lounge Renovation exemplify their skill in blending tradition with contemporary aesthetics.

Over the years, The Lab Saigon has garnered recognition for its innovative work, including winning the Best PR Campaign at the Marketing Interactive Awards in 2022. Their designs have been featured in prestigious publications such as Interior Design Magazine and ArchDaily, showcasing their influence in the regional and international design communities. The studio's commitment to culture extends to their own workspace, the Lab Office, designed to foster collaboration and creativity with over 40 species of plants and multifunctional spaces, reflecting a belief that company culture is paramount to creative output.