39 CONCEPT
BOUTIQUE STORE
39 CONCEPT
39 Concept occupies the first floor of the former home and studio of the late artist Le Thiet Cuong, on Ly Quoc Su Street in Hanoi. Rather than preserving the space as a memorial, the project reinterprets the artist’s visual language through a contemporary spatial vocabulary. Bold colour fields, minimalism, layered spaces and geometric relationships become tools to carry this spirit into a new generation. The programme combines an art boutique, exhibition space and a compact workspace within a flexible spatial framework.
Vesica Piscis
The project takes the Vesica Piscis - the intersection of two circles, as a recurring geometric principle. Its form resonates with the image of the rice grain found in Le Thiet Cuong’s works, evoking ideas of intersection, origin and birth. The geometry is translated across three scales: spatial organisation, furniture elements, and finally motifs and details. Rather than appearing as a literal symbol, Vesica Piscis acts as an underlying structure connecting the project as a whole.
Machine of Art
The industrial language creates a clear contrast with the memory of the original house. Glass, concrete, steel and suspended rails are placed alongside canvas, silk, lacquerware, ceramics and handcrafted objects, creating a dialogue between past and present, craft and industry. The ceiling rail system evokes an industrial workshop, while the modular furniture allows the space to be continually rearranged from week to week, from month to month. Architecture here is not merely a static backdrop for art, but an active part of the process of creating and displaying it.
The egg
Located prominently behind a large glazed façade, the split egg echoes the project’s central theme while creating a dialogue between solid and void, object and space, inside and outside. More than a fixed sculpture, the egg can rotate and change its orientation, creating different views and spatial experiences. From a closed form, a new space emerges, continuing the project’s underlying idea of birth and regeneration.
Credits
Designers
Đồng Minh Anh, Vòng Bảo Trân
Photographers
Vòng Bảo Trân