From the Fear of Being Different to a Mindset of Creation: Architect Ho Khue’s Perspective on Clients, Projects, and the Next Generation of Designers
“Attitude determines how far you go. A degree is your ticket of entry, style is your personal signature, but it is your calm attitude and a growth mindset that truly drive you toward your destination”
In recent years, Vietnam’s architecture and design market has undergone noticeable changes in the way clients perceive the value of a project. While many investors once approached design cautiously and prioritized safety, an increasing number are now seeking projects with identity, depth, and the ability to create long-term value. According to Architect Ho Khue, this shift not only reflects the growing maturity of the market, but also opens up new opportunities for the way architecture is practiced and developed in the future.
Clients Are Moving from a “Fear of Being Different” to a Vision-Oriented Mindset
According to Architect Ho Khue, looking back at the market three to five years ago, most clients appreciated beauty but were also driven by considerable concerns. They were attracted to new ideas and projects with a distinct identity, yet feared rising costs, implementation risks, and differences that were too far removed from familiar choices. As a result, many projects began with great enthusiasm but were gradually adjusted toward safer solutions, narrowing their original ambitions.
The consequence of this mindset was that many completed projects lacked a distinctive identity. They still met functional and technical requirements, but struggled to create lasting value for users or the community. When creative elements are gradually eliminated during implementation, a project can easily become a “standard” product without a soul.
However, the market is gradually changing. Architect Ho Khue believes that more clients are beginning to approach projects with a more pioneering mindset. They are not simply looking for a unique design, but are also considering the larger objectives of a project, understanding that the efforts and challenges involved in implementation are often necessary investments in creating lasting value.
The Value of a Project Lies in Persistence Throughout the Process
In the construction industry, a project that “meets requirements” is a necessary condition. It means that the project successfully addresses fundamental considerations of functionality, technical requirements, legal regulations, and financial feasibility. However, according to Architect Ho Khue, stopping at this level means that the project has only addressed the surface of the problem.
During implementation, most projects face numerous pressures, including costs, technical challenges, and changes in environmental and urban conditions. When confronted with these difficulties, many investors choose to cut elements considered “unnecessary.” This may make the project easier to complete, but can sometimes result in the loss of important design values.
By contrast, projects that truly create value are often the result of persistence and commitment between architects and investors. Rather than avoiding obstacles, they seek to confront challenges and develop solutions that are better suited to the environment, society, and user experience. When a project is realized with this spirit, it becomes more than a built structure; it also has the potential to contribute aesthetic value and improve the quality of life for the community.
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For Young Designers, Attitude Remains the Most Important Capability
When discussing the next generation of young architects, Architect Ho Khue notes that many people often ask whether qualifications or personal style will matter more in the future. In his view, however, the most decisive factor remains professional attitude.
Through recruitment and training, he has observed young professionals with strong abilities and outstanding academic achievements who can sometimes become overly confident in themselves. When entering the real-world professional environment, where expectations and pressures differ significantly from those of the classroom, impatience or a lack of willingness to learn can make it difficult for them to adapt.
By contrast, those who maintain a learning mindset tend to progress further. They understand that every project and professional experience represents an important step in their growth. According to Architect Ho Khue, in a rapidly changing world, styles can be copied and qualifications can become outdated, but a growth-oriented attitude and the ability to listen will always remain fundamental qualities that enable designers to develop sustainably.
Architect Ho Khue is the Founding Architect of HOKHUE ARCHITECTS and the person who shaped the studio’s philosophy of “Sculptural Architecture,” with a focus on placing artistic value and emotion at the heart of every project. Building on his architectural education and international experience in project management at AIT Thailand, he pursues an approach that balances creativity, feasibility, and execution quality, while actively sharing his professional perspectives through various activities within the architectural community.
Company:
Ho Khue Architects (Alpes)
Website:
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