Routine launched its U Space complex in Hoa Hung ward, TP HCM on 26/12, attracting many visitors. This event marks a new step in the company's development strategy, introducing an experiential shopping complex that integrates fashion, art, and lifestyle within a single ecosystem.
Spanning 4,500 m2, Routine U Space is a multi-brand complex where numerous fashion, accessory, and lifestyle brands coexist in a shared space. Beyond Routine, the complex features The 31, Ten Eleven, Victim of the Prime, Spoiled, Mamacheri, Very Nice Bracelet, and Waa, creating a diverse offering of styles and customer groups.
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The Routine U Space store at 583 Su Van Hanh on its opening day. Photo: Routine |
The Routine U Space store at 583 Su Van Hanh on its opening day. Photo: Routine
Routine U Space provides a continuous series of activities. Visitors can shop, personalize products at the "Printed For U" custom t-shirt printing zone, enjoy coffee and food, and participate in check-ins for gifts. Interspersed among the fashion stores are familiar stops, such as: La Viet Coffee, Lemoon Bakery, Italo, Hoa Thong Brewing Co, and the VN (+84) Memories photobooth. This arrangement encourages guests to stay longer, explore multiple zones, and increases interaction among brands.
The "U Map - Check-in for Gifts" challenge saw a steady flow of participants. Customers explored various stations, taking souvenir photos at eye-catching decor spots. By completing tasks, they received a limited gift combo, which included a Routine t-shirt, recycled bag, socks, keychain, pastries, coffee, or ice cream. This activity connects different areas, offering a complete and engaging shopping experience.
The organizers also staged the Routine U Space Fashion Show, demonstrating the complex's direction towards experiential retail. The event took place within U Space, blurring the lines between shopping and fashion appreciation, rather than being a separate presentation.
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Actor Ma Ran Do and many guests participated in activities and received gifts during the opening. Photo: Routine |
Actor Ma Ran Do and many guests participated in activities and received gifts during the opening. Photo: Routine
The show featured models, including The Face Vietnam winner Mac Trung Kien, Vietnam’s Next Top Model runner-up Cao Ngan, TyhD, Vu My Ngan, Giang Phung, and Bao Ngoc. The collections presented aimed to display products and tell a story of lifestyle, personality, and the creative spirit of each brand.
On the catwalk, Routine introduced the "Love Mark Collection", designed for the festive season, emphasizing softness, warmth, comfort, connection, and the wearer's unique style. The 31 brand pursued a sophisticated style, built on minimalism yet skillfully handled to avoid monotony.
Victim of the Prime showcased bold, individual designs with adventurous silhouettes. Ten Eleven highlighted a street style ethos with energetic designs, representing the vibrant rhythm and personality of today's youth. Mamacheri launched a range of clothing for mothers, focusing on comfort and thoughtful details.
Through the fashion show, Routine U Space aimed to convey a message: fashion is not merely a product, but a tool to connect emotions and communities. This also serves as a way for the brand to enhance experiential value, transforming the retail space into a cultural and creative destination for urban youth.
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The U Space Fashion Show featured many models and guests. Photo: Routine |
The U Space Fashion Show featured many models and guests. Photo: Routine
"Routine U Space aims to be an experiential ecosystem where shopping, dining, and art coexist. We hope this becomes a new destination for the fashion and lifestyle community in TP HCM," a company representative added.
Dong Ve
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