On a hot weather day at usual in SG, a customer at Vincol House shopping mall came out in sweats, he
was finding a place to rest. When he came across the backyard behind the mall, a sculpture of a woman
wearing “Đồ Bộ” pyjamas gained his attention, amidst the mall’s very much modern-looking space...
was finding a place to rest. When he came across the backyard behind the mall, a sculpture of a woman
wearing “Đồ Bộ” pyjamas gained his attention, amidst the mall’s very much modern-looking space...
He was curious about the sculpture, as to some other visitors. Some other ones just felt out of energy after a long shopping day and decided to get a rest on short stools, chattering and drinking water. The appearance of the sculpture with very familiar and ordinary-looking installations around it was such a contrary amidst the
space of the mall, which grabbed people attention...
space of the mall, which grabbed people attention...
A customer saw another sculpture. He didn’t know what this event was about and what its meaning, why it was
located at such a location as shopping mall. He saw a QR code printed on the “Đồ Bộ” of the sculpture, the clothes’ material was soft like real pyjamas. He scanned the code and was directed to the website of the event.
located at such a location as shopping mall. He saw a QR code printed on the “Đồ Bộ” of the sculpture, the clothes’ material was soft like real pyjamas. He scanned the code and was directed to the website of the event.
There were several things waiting to be discovered on the website: A section “About the event”, a section where viewers can read stories about Saigon women which authors want to show their valuable personalities
and labor beauty; a section telling about the “Đồ Bộ” in particular, and a dress up game to play called “Hoa Lá Hẹ” challenge (Hoa Lá Hẹ: Colorful, diversed in colors / patterns).
and labor beauty; a section telling about the “Đồ Bộ” in particular, and a dress up game to play called “Hoa Lá Hẹ” challenge (Hoa Lá Hẹ: Colorful, diversed in colors / patterns).
The visitor made his own favorite “Đồ Bộ” and decided to submit it on social media using the hashtags:
#HoaLaHe_Challenge
#SaiGonPhonHoa
#HoaLaHe_Challenge
#SaiGonPhonHoa
His creativity’s result, a Đồ Bộ which was decorated full of marks of Saigon: The local dialects, slang words and
landmarks’ names, was featured several days later on the billboards at the entrance of the Vincol House Shopping Mall, grabbing a lot of people’s attention.
He was proud about that.
landmarks’ names, was featured several days later on the billboards at the entrance of the Vincol House Shopping Mall, grabbing a lot of people’s attention.
He was proud about that.
