The New Playground

The New Playground is a concept mall for local fashion brands on Lý Tự Trọng Street in District 1, Ho Chi Minh City. The venue operates from a basement space, making it one of the city’s first underground shopping complexes. It aggregates dozens of independent Vietnamese brands in one location. The space provides a platform for emerging local designers to reach a wider audience.

The interior design features an industrial aesthetic. Individual vendor stalls are separated by wire mesh partitions. Neon lighting illuminates the corridors and storefronts, creating a distinct street-style atmosphere. The layout consists of a network of narrow aisles that guide shoppers through the different brand booths. This design allows for the discovery of many small retailers within a single, cohesive space.

The New Playground focuses primarily on contemporary streetwear and casual apparel. The curated vendors offer items such as graphic t-shirts, boxy hoodies, and denim pieces. The clothing collections cater to a younger demographic, reflecting current youth fashion trends in Vietnam. In addition to clothing, many stalls sell accessories like hats, bags, and jewelry. The collection of brands rotates, introducing new designers and labels over time.

The complex also has a second location within the Vincom Center Đồng Khởi shopping mall, also in District 1. The original Lý Tự Trọng location sits opposite the Vincom Center, placing it in a central and busy retail area. It attracts a steady flow of shoppers interested in local fashion culture and unique designs not found in mainstream international stores.