Development superstars team for branded design

Archetype Group and +Cassia have joined in an effort to create branded projects

As one of Asia’s most prominent architecture and integrated engineering consultancies, Archetype was founded in 2002 by a group of French architects and engineers headed by Pierre-Jean Malgouyres. Archetype has a diverse experience delivering luxury developments ranging from high-end residential as well as urban and resort hospitality projects in Vietnam and elsewhere, including the Saigon Pearl, Sunrise City, Sofitel Metropole Hanoi, and the Amanoi and Banyan Tree resorts.

Founded in 1958, +Cassia is a branded design consultancy offering services in architecture, interior designs, branding and marketing led by award-winning architecture editor Jean-Paul Cassia. +Cassia completed over 360 projects around the world, including the 215 Somerset in New York; the Shangri-La Hotel, 118 Downtown, and The Galleries in Dubai; The City Stars Heliopolis Cairo, one of the largest commercial developments in Egypt; the Domino in Jeddah, Saudi Arabia; and Dream Tower Beirut in Lebanon.

Archetype Group and +Cassia not only provide cutting edge design services, but are now introducing for the very first time in Vietnam the concept of “branded designs”, which brings together two key elements: brands and real estate through a “consulting portal” that combines designs for architecture, interiors, branding, and marketing under a holistic framework whereby the product and its story are carefully managed for the developer from day one.

According to Cassia, branded design adds value to real estate by enhancing the customer’s experience while boosting the developer’s own brand and core values. Branded design is not about putting labels on a building but developing the designs from the inside-out so that the product is truly a reflection of the brand DNA. In branded developments, people not only want to have their expectations fulfilled through top design and amenities, but also wish to associate themselves with a lifestyle surrounding the brand, and so the designer or brand that is behind a project brings all this together in a holistic way.

+Cassia’s brand engagement efforts are extensive and include jewellery designers, auto brands, pop musicians, film icons, Hollywood celebrities, and fashion brands that possess rich narratives. Most recently, +Cassia announced its collaboration with one of France’s most revered film icons, Isabelle Adjani. The MUGLER Hotels, Resorts & Residences brand teamed up with iconic design superstar Manfred Thierry Mugler and Clarins Group Spas, in the spirit of creating branded real estate with a global appeal.

According to +Cassia, buyers are not only willing to invest more for the added design quality and value that come with branded projects, but are also fulfilled by the lifestyle and sense of community these developments create. Branded developments feature best-in-class amenities ranging from concierge services, a health and fitness club, spa, party room, work lounge, wine cellar and perhaps a library, “wow” entrance hall, great lifts, well-designed parking, and more. Impeccable digital connectivity and smart-home technologies with cutting-edge engineering which reduces maintenance add value to the building’s lifecycle.

Archetype’s Malgouyres said, “It makes perfect sense for us to tie up with +Cassia and bring a new language of design to the market. We’ve met a number of high-end developers who are looking at these kind of new products in Vietnam. In fact, there has been no celebrity designer involved in branded projects in the country.”

He further noted that Vietnam has ample potential for luxury real estate, and the joint venture is looking to find opportunities in the premium segment including luxury residential high-rise and gated communities, hotel and hospitality developments, and resorts.

“There is always demand for these kind of unique products. A branded project such as the Amanoi luxury resort destination is a huge success as its famous brand keeps attracting guests around the world,” Cassia said.

Combining global design practices with extensive local experience, Archetype Group and +Cassia will provide Vietnamese and Asia-based developers a wide menu of services ranging from master planning, urban design, architecture, interior design, branding, marketing, and landscape architecture, along with a fleet of engineering services. The synergies this provides the industry will lead to projects of high global and regional appeal which in turn will help developers maximise and exceed their bottom line.

Matching British pragmatism with French precision, this unique team is spearheading a cutting-edge approach to design that is at the forefront of the industry. Its true value lies at the crossroads of two design strategies: creating buildings and creating stories. The glue in between is the digital matrix that now connects such projects to a regional and global audience that look for meaningful experiences in its real estate assets.

As Cassia is known to say, “Whereas it was once the product that made the brand, today, it’s the brand that makes the product.”