After 25 years of honoring Vietnam’s, this renovation project aims to coffee heritage, Highlands Coffee® transform part of the roastery opens the Highlands Cái Mép into an immersive visitor journey— Roastery in Bà Ria–Vũng Tàu as a celebrating coffee from bean to cup milestone of quality and innovation while showcasing Highlands’ unique Vietnam, the world’s second-largest identity.
Through sensory experiences, coffee producer, holds coffee as a interactive storytelling, and spaces cultural ritual that bridges tradition for gathering, the design reinforces and modern. Highlands Coffee as a leader shaping the future of Vietnamese coffee culture. The Red Threads
takes its name, and These threads rise and dip like inspiration from two key ideas: the mountain ridges, tracing the story of signature red of Highlands Coffee's coffee from soil to cup. They are more and the weaving traditions of the than lines; they are connections — Central Highlands — the region between farmers and roasters, between where much of Highlands’ coffee is land and hands, between heritage grown. In their traditional textiles, red and future. Together, the threads form is dominant are repeated, creating a a living fabric, wrapping visitors in a sense of rhythm and connection.
The project has two parts. The first part follows a series of typologies study, and concept model exploration and design. The second part dives deep into site, client, place analysis of a WIL project that we have with Highlands Coffee to redesign part of the roastery factory into a experiential welcoming visitor center.
