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Strategically located at the intersection of four bustling streets – Nguyen Hue, Dong Khoi, Le Loi, and Le Thanh Ton – Union Square officially launches four brand-new culinary concepts on the 3rd floor, offering a diverse and curated gastronomic ecosystem right in the heart of Ho Chi Minh City.
This transformation marks a significant shift for the building, which was previously associated with high-end shopping. Instead of focusing solely on fashion or luxury brands, Union Square is beginning to expand into more accessible lifestyle experiences, where food becomes an integral part of urban life.
Union Square launches four brand-new culinary concepts on the 3rd floor, offering a diverse and curated food ecosystem right in the heart of Ho Chi Minh City.
With the message "Saigon's New Culinary Collective," the third floor brings together four distinct culinary styles, each restaurant possessing its own personality, yet all united by a shared vision of quality, creativity, and contemporary taste. Selected and operated by Vina Collective, this space is not simply a collection of restaurants, but a destination where diners can meet, connect, and return, drawn by experiences that are both sophisticated and intimate.
Under the name “Saigon’s New Culinary Collective,” the third floor isn’t designed as a typical food court, but rather as a small meeting place where different culinary styles coexist. Each space has its own unique personality, but all aim for a meticulous experience, from cooking and presentation to the rhythm of enjoyment. The launch event introduced four unique concepts, with each brand offering a distinct perspective within the overall experience.
Each restaurant has its own unique personality, but they all share a common vision of quality, creativity, and contemporary dining.
NOI – Wood-fired Grill Restaurant & Bar:Offering a Mediterranean-inspired culinary experience centered around wood-fired grilling, the restaurant specializes in premium meats and fresh seafood, celebrating authentic flavors elevated by the art of fire cooking. The warm, sophisticated ambiance, featuring an open kitchen and a modern bar, is ideal for private evenings or lively gatherings.
PÃO PÃO – The taste of Portugal: This fast-casual concept, inspired by Portuguese cuisine, is considered the first upscale Portuguese-style sandwich shop in Vietnam. Designed to suit the modern urban lifestyle, PÃO PÃO offers a youthful and dynamic energy through its signature sandwiches – combining authentic European flavors with convenience and flexibility.
Vietnam House Restaurant – Contemporary Vietnamese Cuisine & Champagne Bar: Building on the success of its Dong Khoi branch, Vietnam House Restaurant at Union Square reimagines Vietnamese cuisine from a contemporary perspective. The restaurant harmoniously blends traditional values with global inspiration in a luxurious and sophisticated setting. Highlights include the Champagne Bar and afternoon tea experience, further elevating its status as a high-end culinary destination for both domestic and international guests.
The Reverie Boutique – Handmade pastries & Premium gifts:Continuing the exquisite craftsmanship characteristic of The Reverie Saigon, The Reverie Boutique offers a collection of premium pastries, handcrafted chocolates, and curated gift items. The boutique space showcases refined aesthetics, where culinary art intertwines with design, creating an ideal destination for moments of enjoyment and the selection of luxurious gifts.
The Reverie Boutique space showcases refined aesthetics, where culinary art intertwines with design, creating an ideal destination for moments of enjoyment and the selection of luxurious gifts.
The four concepts on the 3rd floor are selected and operated by Vina Collective, an organization that pursues a "placemaking" approach, where a space is not just for visiting, but for staying, meeting, and making connections. Here, food doesn't stand alone, but becomes part of the living experience, intertwined with the rhythm, emotions, and habits of urban dwellers.
Instead of simply building a dining area, the third floor of Union Square is designed as a meeting place. Each concept has its own personality, but when placed together, they create a diverse yet seamless whole, where diners can start with dinner, follow with a cocktail, or finish with a relaxing dessert break.
The emergence of "Saigon's New Culinary Collective" also offers a different perspective on familiar spaces in the city.
The emergence of "Saigon's New Culinary Collective" also offers a different perspective on familiar spaces in the city. As the boundaries between shopping, dining, and experiences become increasingly blurred, Union Square is no longer just a place to shop, but a destination where you can spend more time, return more often, and each visit brings a different feeling.
In that context, the 3rd floor is not simply a food court, but an ever-changing part of Ho Chi Minh City, where small experiences, from meals to encounters, gradually become reasons for people to stay longer in the heart of the city.
