Art-Deco: From Architectural Heritage to the Identity of Essensia Broadway

From Art-Deco to Art-Urban: Architectural Language in Modern Urban Life

Art-Deco, short for Decorative Arts, is an art movement that was popular during the 1920s and 1930s; appearing in many fields from architecture, painting, sculpture to interior decoration in France.

The most distinctive feature of Art Deco is its ability to make a strong impression on viewers in exterior architecture, and its wide range of applications. Those who love this style will immediately recognize the combination of sharp, decisive lines with soft curves, the repeating shapes creating orderly yet elegant symmetry, and the use of metallic materials that evoke a sense of luxury. Numerous studies in retail design have shown that clear shapes and rhythmic layouts increase the likelihood of passersby stopping to look. This is a key factor that makes Art Deco often used in high-end commercial buildings.

Classic Art Deco architecture is showcased on London's boulevards. Photo: Shutterstock

In Paris, New York, or London, Art Deco was always associated with prestigious boulevards, where hotels, theaters, and cinemas became powerful visual landmarks. Moreover, this style continues to be enduringly appealing and inspire contemporary designs.

The 21st century architecture has witnessed a strong comeback of Art Deco, as well as the emergence of a new wave of Art Urban. Art Urban should be understood more broadly than simply “street art”. It is a way of shaping urban emotions through materials, patterns, light and landscape. That is when every yard, every path, every facade can become a space to tell a story.

When Art-Deco – the symbol of classic elegance meets Art-Urban – the creative breath of contemporary urbanity, it will create an entity that is both elegant and full of energy. That is the spirit that Essensia Broadway chose to create an artistic commercial street in the heart of South Saigon.

Essensia Broadway – A modern breeze of Art Deco

If in the past, real estate mainly focused on optimizing functionality, over time and market trends, buyers increasingly expect more from emotional and aesthetic factors. Successful projects not only operate well but also know how to "breathe life" of art into the living space to create a different experience.

In this spirit, Phu Long pioneered the choice of Art-Deco language for Essensia Broadway, which means choosing a different approach: creating a space with a distinct aesthetic mark, where every design line and utility detail is carefully crafted to reflect the lifestyle of trend-setting residents.

On the facade of Nguyen Huu Tho Avenue, Essensia Broadway is built on the essence of Art-Deco. The artistic breath of the global architectural icon is breathed with a modern breeze, creating a distinct Art-Urban mark in each architectural block from shophouses, townhouses to the utility system and internal landscape.

The buildings are cleverly arranged, with an alternating pattern of solid and void spaces, light and shadow, creating an impressive living environment. Large glass panels not only maximize natural light during the day but also reflect the lights at night, creating a dynamic effect along the entire street. Vertical and horizontal lines, interspersed with soft curves in balconies, arches, and facade details, recreate the characteristic geometric spirit of Art Deco but with a refreshed, simplified proportion.

Total Horizontal - 2 — The architecture combines light to turn each block into a natural “spotlight”. Photo: Phu Long

In particular, lighting, the core element of Art-Urban, is treated as a second layer of storytelling. LED strips, delicate light slots or light shining from below on the wall ledges help each block of houses, from shophouses to townhouses, become natural “spotlights”, both enhancing the brand value and creating a lively, aesthetically pleasing urban feel.

Separated from the bustling movement of the facade, the inner spaces gradually appear as a peaceful living space where residents can find relaxation and connection. In particular, the internal utility system is developed as "oases" in the heart of the city.

The centerpiece of the utility system is Broadway Clubhouse, impressing with its soft curves, elegant domes and stylized Middle Eastern motifs. The red-orange - copper brown color palette creates a warm, luxurious and mysterious feeling, while the interior is arranged like a palace. Here, residents can meet, relax and fully enjoy every moment with the fiber optic waterfall swimming pool, jacuzzi and many other diverse amenities.

ES_BROADWAY_CLUB HOUSEE — Broadway Clubhouse glows brightly at night, appearing like a palace in the middle of the city. Photo: Phu Long

Adjacent to the clubhouse is the Broadway park and plaza complex, spanning over 3,000m², comprising various functional areas: a musical fountain plaza, a pet park, an outdoor viewing platform, a pedestrian bridge for sightseeing, a jogging track, a children's playground, BBQ pavilions, and a therapeutic garden... Each piece offers a unique experience, contributing to the vibrant lifestyle of the resident community.

The Art Deco spirit is also present in the overall landscape design of the project. Green spaces are interspersed between walkways, plazas, and functional areas, creating an experience that is both dynamic and relaxing. The three Broadway experience streets—Broadway Lightwalk, Broadway Greenline, and Broadway Starwalk—offer a vibrant rhythm, combining emotion, relaxation, and interaction for residents.

From architectural shapes, lighting arrangements, material selection to landscape design, Essensia Broadway brings a harmonious urban complex, where each house – whether Shophouse, Townhouse or utility – becomes a distinct highlight. The living spaces here are dressed in an elegant, minimalist Art-Deco “coat”, contributing to enhancing the resident experience, while increasing the brand value and attraction of the project.

For project information, please contact Hotline 090.629.68.68.

Source: https://congluan.vn/art-deco-tu-di-san-kien-truc-den-ban-sac-cua-essensia-broadway-10322007.html