Gucci Vietnam – Flagship Store Opening, Ho Chi Minh City

In early August 2025, Chef Alain Pham and the team at Aiii House Saigon collaborated on a private culinary program for the opening of Gucci Vietnam’s flagship store in Ho Chi Minh City.

For the occasion, Alain developed a selection of composed small-format dishes, designed to be served fluidly throughout the evening. The approach was practical and deliberate: dishes that could be enjoyed standing, eaten in a few bites, and finished cleanly, without interrupting conversation or movement within the space.

Rather than translating restaurant cuisine into an event setting, the menu was conceived specifically for this context. Attention was placed on texture, temperature, and balance, allowing each element to remain clear and precise, even when experienced briefly.

This project reflects Alain Pham’s work beyond the dining room - adapting culinary thinking to different environments while maintaining the same standards of execution and clarity that define his practice at Aiii House Saigon.