Jewels of the Crown · Vietnam
A large-scale thematic event experience designed for SBI Life JOTC 2025 in Vietnam. The project combined stage design, spatial branding, and immersive walkthrough elements to create a visually rich environment inspired by Vietnamese culture and festive Asian aesthetics.
The brief
The objective was to create a high-impact event environment that felt grand, celebratory, and culturally immersive while maintaining the premium identity of the JOTC platform.
Design approach
The visual language was built around bold royal blues, vibrant reds, and gold detailing inspired by traditional Vietnamese elements. Lanterns, dragons, clouds, fans, and temple-inspired forms were layered across the space to create a cohesive cultural narrative throughout the venue.
The main stage was designed as the visual centerpiece, combining large-format graphics with theatrical lighting and symmetrical compositions to enhance the overall scale and audience experience. Supporting spatial elements like entrance arches, photo opportunities, welcome zones, and walkthrough branding were carefully designed to extend the storytelling beyond the stage.
Entrance arches, photo moments, and walkthrough branding, across the venue.
Creative direction
A bold and immersive event experience blending cultural aesthetics with modern stage design to create a celebration-driven environment full of energy, scale, and visual richness.