module K's beta cinema reinterprets saigon with a millennial pink vibe

vietnam-based design studio module k merges bold colors and geometries with the historic design language of saigon with its newly completed beta cinema. located in ho chi minh city, the new project seeks to attract young people with an architecture that is at once retro and contemporary. each detail of the interior is a reference to a significant saigon landmark — the municipal opera house, ben thanh market, central post office, tan dinh church, paris commune square, and even the small alleyways.

jade nguyen, director of module k, comments: ‘we gave it a different take. we captured the iconic features of saigon and transformed them by stripping details, condensing the basic lines and turning them into geometric shapes. then we applied a technique of solid color treatment, as used in graphic design and cartoons, to bring a unifying element.’

images by do sy | @dosystudio

module K expresses its beta cinema interior with a pastel palette, reminiscent of the art nouveau style. the tones are warm, with flamingo pink, sea green, and bright orange, while various colored blocks and cubes transition the different spaces and the stretches of color create a seemingly endless depth. at the main entrance, alternating geometric shapes show a strong simple impact. a vast central hall and sitting area features a dome in indochine green to recall the colonial central post office with its towering vaulted ceiling. meanwhile, the floor is paved with cement tiles showing traditional asian patterning. a luminous flock of ‘pigeons’ flying overhead recalls those at the municipal opera house and the paris commune square.

module K echoes the network of alleyways throughout ho chi minh city with the beta cinema’s side lobby and hallways. the corridor leading into the hall is enclosed by rainbow colored arches, while the mezzanine and ground floor are connected through arcaded corridors running around the building. several semicircular loggias are formed to create check-in corners and panoramic views of the space while asymmetrical arch pillars reference the rose-colored gothic style of tan dinh church. pastel pink staircases wind upward around bold columns, their stepped forms repeated in balustrades.

minh bui of beta group notes: ‘the client wanted to convey a message of pride in saigon landmarks, but not with the usual indochine style. and we wanted to move away from the typical cinema design — dark and moody — so we tried to create a funky and welcoming space with locations for connecting, eating, drinking pre and post film showings. module K’s strong design response and their passion made a big impact and matched our own.’