Café U: Launching Union Square’s Next Chapter
Union Square Vietnam has always been an iconic landmark in Ho Chi Minh City, celebrated for its heritage and prestige in the luxury retail market. Now, it’s entering a new chapter. After months of planning and development, the lower levels are coming alive with fresh energy and experiences that match the city’s evolving pace.
The opening of Café U on Lower Level 2 is the first step in this transformation. Directly connected to the country’s only metro stop linked to a mall, Café U signals a new era for Union Square: blending convenience, design, and modern urban culture in Vietnam’s most connected retail location.
From Strategy to Launch: A Full-Scope Branding Engagement
At Hubert & Partners, our role went beyond design. We partnered with Union Square end-to-end, from concept to launch:
- Floor Concept Development
Defining the purpose of Lower Level 2 and integrating metro access to optimize flow and usage. - Naming & Brand Identity
Developing Café U’s name, visual language, and tone aligned with Union Square’s positioning strategy. - Signage & Wayfinding
Implementing a clear, cohesive system that connects metro commuters seamlessly into the retail space. - Content & Launch Campaigns
Producing teasers, social content, and visual assets to drive anticipation and awareness.
This wasn’t just a café launch, it’s the cornerstone of Union Square’s plan to reactivate its lower and upper floors, connect with daily commuters, and redefine how Saigon interacts with its first metro-integrated retail hub.
A Catalyst for What’s Next
Café U embodies Union Square’s evolution: compact, experience-led formats that drive foot traffic, build loyalty, and signal its future positioning. By merging F&B convenience with a branded environment, it delivers immediate utility while reinforcing Union Square’s premium, forward-looking identity.
As the metro reshapes movement patterns in the city, Café U serves as both proof of concept and a catalyst, paving the way for more curated offers that bridge retail, lifestyle, and daily routine in Vietnam’s most strategically connected space.
Café U is just the beginning. With Lower Levels 2 and Upper Level 3 primed for activation, this opening marks the first visible step in Union Square’s broader repositioning: building spaces designed for the way Saigon now moves, anchored by strategy and executed with precision.
