Either they have put on the stereotypical Instagram shell of Internet celebrities, with white walls, green plants and Internet celebrities. Once they take a photo, they don't want to come again, and there is absolutely no memorable point. It was not until I stepped into this "PHO & BANH MI" that I truly understood: Good restaurant design is never about piling up elements, but about integrating culture, aesthetics, experience and brand into every inch of space, so that customers are firmly captured from the first second they enter.
Break free from stereotypes
The designs of many Vietnamese restaurants fall into two extremes:
- "Excessive localization" : Bringing the style of street food stalls in Vietnam directly into shopping malls, with dim lighting, messy decorations, and crowded seats, only pursuing the "flavor of daily life", but ignoring the basic needs of modern consumers for dining environments.
- "Excessive Internet celebrity transformation" : Completely discarding the core of Vietnamese culture, it is packaged in a uniform Instagram style and minimalist style. It looks high-end but has nothing to do with "Vietnamese rice noodles" or "baguettes". Customers forget it as soon as they finish eating and simply can't remember the brand.
The design of this restaurant perfectly strikes the balance point of "modern light Vietnamese style" : it does not pile up traditional symbols but presents Vietnamese culture in a modern and youthful way, making traditional elements the "soul" of the space rather than a "burden".
For instance, the most eye-catching pendant lamp with a bamboo hat: The bamboo hats were not directly hung on the wall as decoration, but were made into a group of bamboo chandeliers, arranged in an arc and of different sizes. The warm yellow light spills through the bamboo weaving, preserving the cultural symbol of the Vietnamese bamboo hat while becoming the most eye-catching design highlight in the space. They are practical, good-looking and memorable. As soon as you enter, you will know "This is a Vietnamese restaurant", yet there is no sense of rusticism at all. This idea of "functionalizing traditional symbols" is the most essential difference between it and other restaurants - it is not about adding elements just to "have Vietnamese elements", but rather making the elements serve the space and the experience.
Circulation and layout
1. Entrance
The first area upon entering the door features a "ritualistic" transition: On the left is a cement-textured illuminated logo wall. In the circular golden logo, the elements of bowls, chopsticks and rice noodles are clearly visible. The words "PHO & BANH MI" are illuminated with backlighting, giving a full sense of luxury. It not only strengthens the brand but also leaves a deep first impression on customers. On the right side are soft-padded booths, separated from the dining area by colored glass partitions. This not only ensures the privacy of the booths but also does not block the view, allowing customers to see the entire restaurant as soon as they enter without feeling cramped.
2. Function division
- Individual seating area: The window seats are equipped with large floor-to-ceiling Windows to bring in natural light, complemented by rattan tables and chairs, creating a bright and transparent atmosphere. It is suitable for single light meals or double dates.
- Booth area: Soft-padded booths arranged along the wall, with green plant walls and colored glass as partitions, are suitable for family meals and gatherings of many people, providing greater privacy.
- Open display area: Place the bread display cabinet and bar counter at the core of the circulation line. As soon as you enter, you can see fresh baguettes and desserts. This not only guides consumption but also allows customers to directly feel the freshness of the products.
- Transition area: Green plant walls and colored glass are used as soft partitions to naturally separate different areas. This not only ensures the transparency of the space but also prevents the entire restaurant from appearing spacious and messy.
The entire restaurant's circulation is completely "forward" : entering → ordering area → dining area → exit. There are no detours and no congestion. The distance between each table is spacious enough. Even during peak hours, there will be no situation where people sitting next to each other disturb each other. The design of the large floor-to-ceiling Windows brings in the natural light from outside, making the entire space bright and transparent. Even on rainy or cloudy days, there is no sense of oppression, perfectly matching the fast leisure dining scene in the shopping mall.
Display cabinets and bar counters
Display cabinet: Wooden frame + ultra-white glass, with a full sense of transparency. Warm white light strips illuminate from the inside, layering fresh baguettes, desserts and cakes. The warm orange-red base has smooth lines, highlighting the products while perfectly integrating with the overall style. The position of the display cabinet is exactly on the entrance route. Customers can see the fresh bread at a glance, instantly stimulating their appetite and making the category positioning of "BANH MI (Baguette)" clearer.
The bar counter: With a warm orange-red design and arc-shaped decorative lines, it exudes a strong modern feel. The cashier area, food serving area, and cooking area are all completely transparent. Customers can watch the entire process of the staff making rice noodles and packing baguettes. This not only enhances trust but also fills the entire space with a lively atmosphere, yet it is not at all messy.
Tables and chairs
Rattan loose seats: Wooden frame + rattan backrest + soft cushion, available in white and brown, suitable for different areas. The natural feel of rattan weaving echoes the regional culture of Vietnam. The soft-padded cushions ensure comfort, and even if you sit for an entire afternoon, you won't feel tired. The warm texture of the raw wood blends perfectly with the overall natural style.
Soft-padded booth: The brown soft-padded booth arranged along the wall has a vertical bar design on the backrest, which not only enhances the design sense but also improves the support. It is suitable for group dining and has strong privacy, making it the first choice for family and friend gatherings.
Vietnamese decoration
Green plant wall: Using a simulated green plant wall as the background softens the hard feeling of the space, adds a natural atmosphere, and also echoes the tropical regional characteristics of Vietnam.
Colored glass partition: The partition is made of red, yellow, blue and white colored blocks, which not only retain the color elements of traditional Vietnamese architecture but also create a modern shape, being both retro and fashionable.
Neon sign: The arched neon lights on the wall, respectively in the shapes of chef's hat, Phở bowl and Bakery bread, convey the restaurant's categories in a modern way, young and memorable.
Cement walls and raw wood: The cold and hard texture of the cement walls neutralizes the warmth of rattan weaving and raw wood, giving the space a more modern feel and making it suitable for young customers in shopping malls.
