In rapidly growing big cities, Hanoi remains a tranquil one, with its old culture still intact. Deep within its small alleys, a vibrant transformation is underway, with young restaurants and bars rising in the old town. Urban Legend is one such intersection of old and new cultures. The space inside out will feel tranquil as a whole, and vibrant in the details. Not unlike Hanoi itself.
Urban Legend is a restaurant opened by a young Vietnamese man who takes inspiration from a Japanese beef tongue dish while studying in the United States. The brand idea is to create a shared myth between these cultures. Thus, the tale of a young man's fierce battle with a colossal beast begins. Approaching from a gyutan master restaurant, however, it still has a casual vibe to attract a diverse crowd of generations and cosmopolitan individuals. Urban Legend aims to create an experience that intersects master craft and mass appeal.
The predecessor was a garden apartment in an old collective complex. The renovation transformed the garden balcony into a dining space with mass appeal, while the house's inside was converted into a master-craft bar with a culinary atmosphere. Two additional rooms were renovated into semi-private and private rooms, providing guests with a variety of seating options to suit their moods and needs.
The dining area is an open space in the middle of the glass facade and the Itamae counter. The wine bar counter at the end is the main stage for the art of service. The concept of the predecessor garden is brought back through potted plants alternately arranged between the dining tables. A gap in the existing floor unintentionally creates an atmosphere of separation, but the space maintains a sense of unity. The focal point of the Itamae counter is the relief on the wall behind it, which tells the story of the restaurant's branding design concept. Symbols throughout the space create a mythical atmosphere, contributing to the restaurant's overall branding.
The combination of basalt, rusted steel, and oak finishes creates a rustic ambiance, familiarity of the local materials, and the mythology of the brand story. Tactile perception is applied throughout the space by changing the surface of the same material in places where people will most naturally touch. This indirectly recalls the transition between craft and industry, old and new, while also showing respect for the master crafts. Not unlike Gyutan itself.
Team:
Architect: The Lab Saigon
Lighting consultant: SVL Lighting
Main contractor: UAC Construction
Chair supplier: Eponji
Chair supplier: Bốn Một Hai
Photography: Wuyhoang Studio
Architects: Gia Tu Tran, Thien Thanh Nguyen, Jean Huynh
Creative Directors: Reo, Tuan Le
Graphic Designers: Reo, Thinh Tran, Jun Koumura
Draftsman: Minh Do
Strategic Partnership Managers: Anh Nguyen, Trang Nguyen
Producer: Kai Le
Material Used:
1. Facade cladding: Paint, Rough stucco wall, Customized by UAC
2. Flooring: Terrazzo, Grey terrazzo with brick, Customized by UAC
3. Exterior Doors: Metal, Old grunge rustic steel paint on steel tube, Customized by UAC
4. Interior Doors: Wood, Dark finished wooden door, Customized by UAC
5. Exterior Windows: Paint, Old grunge rustic steel paint on steel tube, Customized by UAC
6. Ceiling: Paint, Grey effect paint on gypsum ceiling, Customized by UAC
7. Wall: Paint, White interior paint, Provided by Dulux
8. Wall lighting: Metal, Steel tube with backled in graphic shapes, Customized by UAC
9. Bistro table:
Stone, Flamed basalt stone tabletop, Customized by UAC
Wood, Dark finished wooden leg, Customized by UAC
