Facade

A Breath of Fresh Air

The renovation is conceived as a branding-driven interior, where the identity of Marcel is embedded not only in graphics and logos, but in the architecture itself : through colour, geometry, materials, furniture and light. The original layout is largely retained, while the atmosphere is transformed through new furniture, lighting and carefully placed branded elements. The suspended ceiling is completely removed to expose the raw concrete slab and existing MEP system, turning the technical infrastructure into an architectural feature. With white ducts, blue cable trays, metallic elements and layered lighting, the space takes on the character of a playful burger factory - functional, raw and energetic.

Fusion with Tradition

Set within one of Saigon’s historic central areas, a district deeply shaped by Vietnamese and Chinese cultural influences, the project introduces tradition as a counterpoint to Marcel’s contemporary identity. We were honoured to collaborate with young artist Hải Tú, who developed a mural combining Marcel’s signature girl with Vietnamese traditional visual language, creating a new image somewhere between branding and local culture. This approach is continued through smaller interventions throughout the restaurant, where traditional references are reinterpreted rather than reproduced. The result is a dialogue between French-American urban culture, contemporary branding and the cultural layers of Saigon.