Vincom JSC: Revolutionising Retail in Vietnam with Experiential Shopping

The Vietnam-based real estate developer offers innovative and experiential shopping and entertainment options to customers.

The double win at the Retail Asia Awards 2023 is a testament to the capability and position of Vincom Retail as a leading developer and operator of shopping malls in Vietnam. With a deep understanding of consumer behaviour, market trends, and effective marketing strategies, Vincom shopping malls consistently deliver exciting and premium shopping and entertainment experiences that cater to diverse demographics. Each Vincom shopping mall not only serves as a one-stop shopping destination but also showcases remarkable architectural designs that enhance urban landscapes and elevate the retail industry in Vietnam.

The unique shopping experience in "Ocean City" in East Hanoi

Situated in the heart of Vinhomes Ocean Park, a sprawling 420-hectare urban area in East Hanoi, Vincom Mega Mall Ocean Park offers a distinct shopping experience, providing a tranquil retreat with its close proximity to nature—a perfect choice for meaningful weekend getaways. The mall's bold design draws inspiration from the power of deep-ocean waves, creating a refreshing escape from the hustle and bustle of the city and offering customers a spacious and breezy environment. The mall's layout is awe-inspiring, featuring gentle wave-like structures complemented by captivating LED colour-changing lights and a mesmerising display of a shoal of fish swimming together in an expansive ocean-like setting.

Currently, Vincom Mega Mall Ocean Park houses over 100 leading domestic and international brands, including many flagship stores from renowned fashion and culinary brands. Mango, for the first time, showcases a modern open space with natural light, immersing customers in a romantic natural environment. H&M presents a completely new green concept, offering a refreshing space, whilst The Coffee House provides a bright, outward-facing coffee appreciation space adorned with impressive ocean wave motifs.

With its visually stunning architecture and vibrant shopping spaces that embrace the latest trends, Vincom Mega Mall Ocean Park caters to a wide range of consumer needs. It offers diverse styles for the younger generation, serves as a modern family shopping paradise, provides unique seaside dining experiences in the heart of Hanoi, and presents creative entertainment options for all.

As a testament to its appeal, Vincom Mega Mall Ocean Park was honoured with the title of 'Mall of the Year - Vietnam' at the Retail Asia Award 2023. Despite the pandemic's impact, the mall achieved an impressive occupancy rate of 92% at its opening. Within the first month alone, the mall welcomed over 220,996 visitors, and after three months, the number reached 524,013 visitors.

"Life-Design Mall" - Making a Distinctive Mark

Following the success of the coastal shopping mall model, Vincom Retail also received the Store Retail Initiative of the Year - Vietnam award for Vincom Mega Mall Smart City, which spans an area of 68,000 square metres. Located in the heart of the 280-hectare Vinhomes Smart City, this largest Vincom shopping mall draws inspiration from the waves of technology, carrying a message aimed at the future. The mall's interior space is breathtaking, featuring a 360-degree indoor waterfall that spans three levels and stands at a height of 14 meters, a never-before-seen feature in Vietnam.

Vincom Mega Mall Smart City also represents a significant project that marks the strategic shift from traditional shopping malls to "Life-Design Malls" - malls that provide multi-sensory and multi-touch experiences, enhancing the shopping experience for the new generation of customers.

With its distinctive architecture and free-spirited atmosphere, Vincom Mega Mall Smart City brings together flagship stores and unique concepts that cater to the shopping trends of international customers and Gen Z. One notable example is Cafe Raimu, designed in the style of a Japanese "cruise ship" situated right on the mall's river, providing a picturesque view of the state-of-the-art waterfall technology. Another example is the KOI Thé brand of milk tea, located alongside the river and adorned with lotus-shaped lights, creating a truly unique and "Instagrammable" space.

Furthermore, Vincom Mega Mall Smart City features an incredible entertainment complex, including an indoor mini F1 racetrack called VS Racing, equipped with state-of-the-art mini "racing cars" for speed enthusiasts. The mall also offers a cool check-in space with a life-size racing car model, a rarity in Vietnam, and Karaoke Studio Okara 4.0, where visitors can effectively unwind in Panorama-themed karaoke rooms.

Specifically designed for children, Wolfoo City is the first and only play area in Vietnam that brings the animated series Wolfoo, which garners 2 billion views per month on YouTube, to life. It provides a playground that fosters artistry, creativity, and career orientation for children.

Vincom Mega Mall Smart City is also a meeting point for prestigious brands such as Annam Gourmet supermarket, offering thousands of imported products for food enthusiasts in a modern open space with a wine lounge and exquisite European items; Kohnan - a minimalist and sophisticated Japanese consumer goods supermarket, along with a series of fashion and accessory brands loved by young people.

In just the first week of opening, Vincom Mega Mall Smart City attracted 279,000 visitors, averaging 46,500 visitors per day. The media coverage also reached an impressive number with 49.5 million impressions in the Hanoi area, averaging 5.8 impressions per person. On social media, engaging short videos garnered 11.3 million views on TikTok, creating the trend #LênĐồĐiMô (Dressing Up and Going to Vincom Mega Mall Smart City).

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the retail industry, please contact Jane Patiag at [email protected].