Strategically located at the intersection of Tran Thai Tong and Xuan Thuy streets, the store enjoys a prime position near major universities and benefits from high visibility—even from the nearby overpass. Inspired by The Grand Budapest Hotel (2014), the façade reimagines the brand’s iconic pink in a deeper, more sophisticated hue, enriched by refined neo-classical detailing carried over from previous locations. Symmetrical arched windows flood the interior with natural light, while a stylized ribbon motif adds a nostalgic yet modern charm. From a distance, the store stands out like a whimsical pink confection, sparking curiosity amidst the urban bustle.