Scope of work: Brand Strategy, Content Development, Event Organization, Media Management.

Le Meridien Saigon had a bold vision: to establish itself not just as a hotel or conference venue but as a vibrant cultural hub—a destination for artists and creative expression in the heart of the city. However, they faced a significant challenge: how to craft and share this narrative in a way that resonated with art lovers and positioned the hotel as a leader in the artistic community.

The hotel lacked organic avenues to showcase itself as a standout destination for art enthusiasts and struggled to highlight its connection to the arts meaningfully.

Our solution? A fresh and dynamic approach. We brought together a collective of young Saigon-based artists, the LMSG Ensemble (short for "Ensemble," a French word meaning "together"). This group reimagined the story of Saigon through their own creative perspectives, blending art and culture in a way that captivated the community. This initiative didn’t just help Le Meridien Saigon reach art lovers and creatives—it also created engaging, shareable content for social media platforms.

Through carefully curated events like workshops, exhibitions, and artist talks, the hotel evolved into more than just a place to stay—it became a thriving space where art and culture converged. Saigon’s story was retold through a fresh, creative lens, giving Le Meridien Saigon a bold, distinctive identity.

The results spoke for themselves. During the LMSG Ensemble 1 and LMSG Ensemble 2 series, Le Meridien Saigon experienced an impressive 500% growth in social media engagement and was featured in over 300 media outlets. These initiatives firmly cemented Le Meridien Saigon’s reputation as one of the premier hotels in Ho Chi Minh City.