Overview
(WHAT IT ISNT) opened its 2nd store at R1-73 Pham Van Nghi, Sky Garden, Tan Hung Ward, Ho Chi Minh City.
The launch combined new-product discovery and in-store shopping with limited-time check-in gifts, multi-item discounts, and a tote-bag offer—bringing the brand into the neighborhood’s everyday retail flow.
900+Attendees
launch day
launch day
Community reach
Tagged check-ins, UGC volume and social engagement
Tagged check-ins, UGC volume and social engagement
Store design & launch
Phú Mỹ Hưng, District 7
The store is at R1-73 Phạm Văn Nghị, Sky Garden, Phường Tân Phong, Quận 7, Ho Chi Minh City. Designed by Japanese architect Nishizawa (NISHIZAWAARCHITECTS), its concept draws inspiration from Hồ Con Rùa, a familiar Saigon landmark and meeting place translating that civic gathering reference into a neighborhood retail setting where visitors can browse, meet, and linger.