gin design group has joined Ordinary Concepts for a 3rd collaboration in just over a year on their latest concept, Saigon Hustle, a Vietnamese fast-casual walk-up + drive thru.
Working with the low-slung, mid-century style of this former gas station, gdg’s approach was to keep things simple by demarcating the different zones with strong blocks of color and material. The menus are inlaid into laser-cut wood screens, reminiscent of traditional Vietnamese shopping baskets. Bright yellow walls and turquoise concrete block punctuate service areas, while the kitchen core is wrapped in an energetic neon lightbox that punches light through full-height storefront glass.
“With an 830 sqft structure, the interior is limited to ordering and pickup-up so it was incredibly important to make the patio a dynamic and attractive place to eat, lounge and have respite from the Houston heat” said creative director Gin Braverman. The canopy from the former gas station provides a unique and much needed shade structure for the patio seating. It attracts attention from the high-traffic intersection with a vibrant hand-painted mural (Houston Shelbi Nicole Gregory) punctuated with linear fixtures that are reminiscent of the original fluorescent tube lights from its former gas station days. Below it sits a colorful assortment of furnishings and concrete planters spilling with lush tropical plants.
Perforated bronze metal screens provide privacy for both the patio and the restroom portion of the structure while adding depth and texture to the materials palette.
The layering of traditional and modern elements in a fast-paced urban setting taps into the essence of this concept’s namesake from old Saigon to modern-day Ho Chi Minh.
Team:
Designers: gin design group
Photographer: Divya Pande
