Union Square ‘Beat with you’

We are asked to come up with a big concept for the grand opening of Union Square, a luxury shopping center located in the heart of Ho Chi Minh City - the biggest city in Vietnam. This short film is among the key assets of the campaign, aimed to manifest the brand’s new philosophy and inspire people to explore what this place holds in store for them.

It’s intriguing to think that a shopping mall is like a living body with its own 5 senses and its own heartbeat. That heartbeat echos out loud. So strong it can be heard and felt by anyone who walks into it. So diverse it can even catch the heartbeats of anyone. It seems that the place and people in it share the same heartbeat and live the same experiences. But then emerges the question ‘What makes the heartbeat of a place?’