Green Spaces, A New Approach to Developing Malls
After a transformative redesign, A&B Shopping Mall proudly unveils a new look centered around its customer-first philosophy and emotionally engaging design. As you step into A&B Shopping Mall, you’ll immediately sense the relaxing and comfortable atmosphere created by the verdant layers of greenery adorning each level, large pillars, and inter-floor decorations. This unique choice of decoration, a vibrant grass-like covering, sets it apart from other urban centers in the bustling, crowded city center. Inspired by nature, this decorative style not only aligns with the global trend of “Green Retail” but also elevates the consumer experience in Nha Trang to new heights.
A&B aims to be more than just a gathering place for brands; it aspires to become an integral part of its customers’ journeys of consumption, entertainment, and exploration. This vision is materialized through the concept of “retailtainment,” seamlessly blending shopping, entertainment, discovery, and local cultural experiences, which is the latest trend in modern retail.
Elevating Experiences, Enhancing Destination Value
With its new positioning, “Touch of Style, Rich in Identity,” A&B Shopping Mall strives to go beyond mere spatial renovation. By reconfiguring its layout, reorganizing product categories, and enhancing amenities, the mall aims to become a unique shopping destination that contributes to elevating the consumer experience in Nha Trang, the country’s strategic tourism hub.
A&B, with its multiple commercial floors, takes a unique approach by harmoniously blending international and local brands to create a diverse shopping experience. From dynamic sports fashion and impressive designs to unique accessories and local handicrafts and souvenirs, along with a diverse range of culinary delights from various cultures, this mall offers a rich and eclectic mix. This fusion not only enriches the choices for consumers but also imbues the mall with a distinct personality, setting it apart from traditional retail models in the region.
Strategically located at the intersection of Nha Trang’s most vibrant tourist routes, on the prominent three-way intersection of Tran Phu, Hung Vuong, and Le Thanh Ton streets, A&B Shopping Mall is poised to become a pivotal stopover for travelers. Here, they can unwind, be entertained, immerse themselves in local culture, and engage in community activities. The mall already offers a range of amenities and activities, including a tour desk providing destination information and local cultural maps, a souvenir and specialty shop, handicraft workshops, and artistic endeavors celebrating cultural values. These initiatives aim to forge a more authentic and immersive shopping and tourism experience, deeply rooted in local traditions.
In its destination marketing efforts, A&B Shopping Mall is collaborating with a diverse ecosystem of Khanh Hoa-based travel agencies, hotels, and resorts to create synchronized experiences, thereby enhancing the overall value of Nha Trang as a destination—a key driver of the province’s economic development.
This transformation aligns with the province’s retail development strategy, which prioritizes investing in modern, sustainable, and experiential business models to attract tourists and boost domestic consumption. As Nha Trang continues to expand its urban landscape and upgrade its tourism infrastructure, integrated malls like A&B will play an increasingly vital role.
To celebrate its new look, on September 1, 2025, A&B Shopping Mall hosted a soft opening featuring a captivating array of attractions: a gala show with a carnival, an outdoor concert, a 360-degree photobooth, a workshop on hat painting in honor of National Day, and an array of unique gifts and special discounts of up to 50% from popular brands such as McDonald’s, Quiksilver, MCA & Tagins, LÃ An, and Yookmong BBQ Restaurant.
