From Art-Deco to Art-Urban: Architectural Language in Modern Urban Living
Art-Deco, short for Decorative Arts, was a popular artistic movement during the 1920s and 1930s, originating in France. It spanned various fields, including architecture, painting, sculpture, and interior design.
The hallmark of Art-Deco lies in its ability to create a striking visual impact through bold exterior designs and versatile applications. Enthusiasts of this style instantly recognize its signature elements: sharp lines paired with graceful curves, repetitive geometric patterns that create symmetry with elegance, and metallic materials that exude luxury. Retail design studies have shown that clear shapes and rhythmic layouts enhance street-level visibility, making Art-Deco a favored choice for high-end commercial projects.
Classic Art-Deco architecture graces the avenues of London. Photo: Shutterstock
In cities like Paris, New York, and London, Art-Deco is synonymous with prestigious avenues, where hotels, theaters, and cinemas stand as iconic visual landmarks. Its enduring appeal continues to inspire contemporary designs.
In the 21st century, Art-Deco has experienced a resurgence, alongside the emergence of Art-Urban. Art-Urban transcends the conventional definition of “street art,” shaping urban emotions through materials, patterns, lighting, and landscapes. It transforms every courtyard, pathway, and façade into a narrative space.
When the timeless elegance of Art-Deco meets the vibrant creativity of Art-Urban, the result is a harmonious blend of sophistication and energy. This essence is embodied in Essensia Broadway, a commercial street project that brings artistic flair to the heart of Southern Ho Chi Minh City.
Essensia Broadway – A Modern Twist on Art-Deco
Historically, real estate focused primarily on functionality. However, evolving market trends have shifted buyer expectations toward emotional and aesthetic value. Successful projects not only operate efficiently but also infuse artistry into living spaces, creating unique experiences.
With this vision, Phu Long pioneered the use of Art-Deco in Essensia Broadway, adopting a distinctive approach: crafting spaces with a strong aesthetic identity, where every design detail and amenity reflects the lifestyle of trendsetting residents.
Essensia Broadway infuses Art-Deco with a modern twist. Photo: Phu Long
Located on Nguyen Huu Tho Boulevard, Essensia Broadway is rooted in the essence of Art-Deco. This global architectural icon is reimagined with a modern Art-Urban touch, evident in every structure, from shophouses and townhouses to amenities and landscapes.
The buildings are strategically arranged, balancing solid and open spaces, light and shadow, to create a captivating living environment. Large glass panels maximize daylight and reflect nighttime illumination, adding dynamic movement to the street. Vertical and horizontal lines, interspersed with soft curves on balconies, domes, and facades, reinterpret Art-Deco’s geometric spirit with streamlined proportions.
Architecture and lighting transform buildings into natural “spotlights.” Photo: Phu Long
Light, a core element of Art-Urban, serves as a secondary narrative layer. LED strips, subtle light slits, and upward wall lighting turn each building into a natural “spotlight,” enhancing brand value and creating a vibrant, aesthetically rich urban atmosphere.
Beyond the bustling boulevard, the inner spaces reveal a serene oasis for residents to unwind and connect. The amenities are designed as “islands” within the urban fabric.
The centerpiece, Broadway Clubhouse, impresses with its fluid curves, graceful domes, and stylized Middle Eastern motifs. A palette of burnt orange, copper brown, and luxurious interiors evokes warmth, mystery, and opulence. Residents can relax and socialize at the fiber-optic waterfall pool, jacuzzi, and diverse facilities.
Broadway Clubhouse glows at night, resembling a palace amidst the city. Photo: Phu Long
Adjacent to the clubhouse is the 3,000m² Broadway Park and Square, featuring multiple zones: a musical fountain plaza, pet park, outdoor amphitheater, scenic footbridge, jogging track, playground, BBQ huts, and a therapeutic garden. Each area offers unique experiences, fostering a dynamic community lifestyle.
Art-Deco’s spirit is also reflected in the project’s landscape design. Green spaces intertwine with pathways, plazas, and functional areas, creating a balance between vibrancy and relaxation. The three experiential streets—Broadway Lightwalk, Broadway Greenline, and Broadway Starwalk—infuse rhythm, emotion, and interaction into daily life.
From architectural forms and lighting to material choices and landscaping, Essensia Broadway presents a harmonious urban ensemble. Each residence—whether shophouse, townhouse, or amenity—stands as a distinctive highlight. Clad in the elegant, minimalist “Art-Deco coat,” these spaces elevate resident experiences while enhancing the project’s brand value and appeal.
For project details, contact Hotline: 090.629.68.68.
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