The launch of the Menas Zone Vỹ Dạ project's show unit. — Photo courtesy of the firm

HUẾ — The Menas Zone Vỹ Dạ project, the first commercial service and tourism complex in the central city of Huế designed in the style of a Festival Mall, officially launched its show unit on August 2, marking a milestone in the city's transformation toward a more modern and dynamic urban centre.

The project, developed by Ariyana Vỹ Dạ and operated by Conasi, is situated in central Huế. The launch introduced the project’s first show unit alongside the opening of the Lumiere Texas BBQ & Craft Beer restaurant and a unique craft beer experience showcasing 100 local brews, held for the first time in Huế.

Located on Phạm Văn Đồng Avenue, Menas Zone Vỹ Dạ boasts four access points, including three major roads in bustling Vỹ Dạ Ward and borders the Như Ý River. It is just three kilometres from the Imperial City, 2.6 kilometres from Tràng Tiền Bridge and 1.6 kilometres from the city’s Western Quarter.

The project enjoys direct connections to Huế’s key transport corridors, including routes linking the city centre with Thuận An beach and the strategic East-West development axis. It also lies near major roads such as Lê Đức Anh and serves as a gateway to the 2,000-hectare An Vân Dương new urban area.

A vibrant living and business space at the heart of bustling Huế City. — Photo courtesy of the firm

Designed as a Festival Mall – an integrated public space combining retail, entertainment, dining and cultural events – Menas Zone Vỹ Dạ is a pioneering development in a UNESCO-recognised heritage city. The project spans nearly 22,000sq.m and aims to become an iconic community and cultural hub. Its master plan reflects the investor's ambition to establish a symbolic urban core for connection, culture and leisure.

Each of the 46 units at Menas Zone Vỹ Dạ is uniquely crafted, blending refined traditional architectural elements with contemporary lines, inspired by the imperial heritage of Huế and the spirit of nhà rường (traditional wooden houses of the former royal capital). The architectural design was developed by renowned firms and was honoured with the Best Urban Housing Architectural Design prize at the 2022 PropertyGuru Vietnam Property Awards.

Menas Zone Vỹ Dạ unveils its model homes to the public. — Photo courtesy of the firm

The newly unveiled show unit displays two main product lines: 33 shophouses and 13 riverside business villas. The shophouses feature land areas ranging from 112 to 126sq.m and are designed with five levels (ground floor, mezzanine and four upper floors), optimised for mixed-use residential and commercial purposes.

Meanwhile, the riverside business villas offer land plots from 187 to 247.5sq.m and feature elegant semi-classical architecture with broad façades, ideal for high-end restaurants, boutiques or luxury accommodations. All show units are fully furnished to help visitors visualise the living and business experience in the heart of the city.

Adding to the festive atmosphere, the launch included a craft beer tasting featuring over 100 varieties from Vietnamese brewery C-Brewmaster. The event gave visitors a chance to explore local culture through distinct beer flavours, blending modern brewing with traditional ingredients.

Also inaugurated on the same day was Lumiere Texas BBQ & Craft Beer restaurant, offering American-style barbecue and craft beer. The venue provides both indoor and riverside seating for up to 200 guests, and features on-site grilling services and home delivery. The blend of American-style festivities with flavours adapted for local tastes is expected to bring a new culinary experience to the city.

All activities took place at the project’s central square, combining street food stalls, music performances and street art, offering a vibrant, youthful lifestyle experience for Huế residents and tourists alike. The event delivered a multi-sensory summer celebration filled with culture, cuisine and positive energy.

Nguyễn Quang Trung, general director of Conasi, delivered a speech at the launch. — Photo courtesy of the firm

Speaking at the launch, General Director of Conasi and representative of the investor Nguyễn Quang Trung said: “Menas Zone Vỹ Dạ is a strategic development that contributes to the sustainable growth of Huế City, sparking a new wave of investment and creating a space that integrates living, commerce and high-end leisure. With a master plan that harmonises modernity and cultural identity, the project aspires to offer a dynamic new face for Huế while preserving its heritage values.”

He expressed his confidence that Menas Zone Vỹ Dạ would pioneer a new lifestyle for locals and tourists alike, becoming a source of pride for Huế residents and a must-visit destination for those exploring the ancient capital. — VNS