Creative Summit | La Vela

DESIGN SUMMIT

THE POWER OF CREATIVE ENTREPRENEURSHIP

08th JANUARY 2021

LA VELA SAIGON HOTEL

EVENT'S PHOTOS

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IMAGE OF EVENT

INTRODUCTION

THE POWER OF CREATIVE ENTREPRENEURSHIP

The creative economy industry is becoming ever more important as a key industry and the main growth of the global economy. It is also a national branding strategy to generate jobs, wealth, and cultural engagement, especially as a sector that is withstanding the global recession. We are currently living in an era of non-stop creativity and innovations, paired together with the crisis as well as the largest economic shift today, Vietnam is facing unprecedented challenges as well as opportunities.

More than ever, Vietnam needs a new and sustainable direction to increase international competitiveness, not only to lower production costs and outsource orders from global companies. Enterprises’ leaders must quickly innovate and invest in BRANDING and PRODUCT DESIGN with technological applications to increase the added-value and the competitiveness for domestic and export markets. This is the key to the success of enterprises with large global brands.

With the theme “The POWER of CREATIVE ENTREPRENEURSHIP”, the event will include the participation of leading speakers and experts in the fields of Branding & Design as well as leading enterprises that will inspire and share their visions, leadership skills, and breakthroughs of new initiatives.

VDAS strongly believes that the Design Summit will elevate the Vietnam national branding - “VIETNAMESE PRODUCTS WITH GOOD DESIGN & BRAND”, which is globally recognized to turn creative visions into power for sustainable business development.

KEYNOTE SPEAKERS AND PANELISTS

It is our honor to host such a significant event and welcome international speakers. In the field of creativity, our speakers come from all walks of life to guarantee an amount of diverse insight that will be conveyed to participants. With the participation of:

CEO, Businessmen, Innovative businesses
Professors from Design and Art Universities
Creative Directors from Branding Agencies
Classy top designers

PANELISTS

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AGENDA

08:00 | WELCOME GUEST + NETWORKING

09:00 | PRESENT 1 | Representative of VDAS

The speech with the theme "The POWER of CREATIVE ENTREPRENEURSHIP" and launching the program "CONNECTING DESIGN WITH VIETNAMESE ENTERPRISES,” proudly develops the national brand to a new level with the VMARK Vietnam Design Awards | "VIETNAMESE PRODUCTS WITH GOOD DESIGN AND BRAND“.

09:10 | PRESENT 2 | Representative of ITPC

The importance of developing the Vietnamese Brand – Investing in Product Design and Interior Project – Serving the benefits of life and business development – Increasing the competitiveness for market expansion.

09:20 | PRESENT 3 | Italian Consulate General | HCMC, Vietnam

Develop the national brand and invest in Design to develop the creative economy of the country.

09:30 | PANEL DISCUSSION 1: BRANDING – THE KEY TO SUCCESS

Design Thinking | Applying the Creative Design Thinking to build the brand, to turn the creative vision into a successful and sustainable enterprise development.

Q&A

10:30 | NETWORKING - Networking (With tea break)

11:00 | PANEL DISCUSSION 2: PRODUCT DESIGN INNOVATION – INCREASING COMPETITIVENESS AND DISTINCTION

Associative enterprises invest in Design Labor and apply innovative product design technology to create the added value of

products and expand the domestic and international market to bring great development to businesses.

Q&A

12:00 | THE END.

PANEL DISCUSSION 1

RICHARD MOORE

MATT MILLARD

MATT MILLARD

Founder & CEO | Purple Asia

BRANDING & COMMUNICATION

Matt has spent 3 decades carving a niche in Asia as an entrepreneur, brand strategist, destination marketer, networker and rainmaker for a broad spectrum of respected international brands. Matt has built Purple Asia to become a trusted and respected integrated independent agency serving a diverse client base, ranging from independent craft brewers to the world’s largest hotel operator.

Moving to Vietnam just as the inbound travel business entered a stratospheric growth phase, he realised the potential for a tourism-focused brand consultancy and founded Purple Asia in 2002. Under Matt’s leadership, Purple Asia has developed business and partnerships across South East Asia and beyond, with associated agencies in Australia and the UK.

Matt acts as an advisor to the board of Ho Chi Minh City’s Business Executive Network and to the Urban Development Working Group. He is an active pro-bono contributor to several charitable organisations including Saigon Children’s Charity, Newborns Vietnam, The Loreto Children’s Charity, Vinacapital Foundation, Heartbeat Vietnam and Wildlife at Risk. He is an active speaker at conferences, seminars and universities.

Matt is a father of twin girls, currently studying in Canada. He is a lifelong traveller and a keen motorcycle adventurer with recent trips to the Indian Himalaya, The remote mountain regions in the north of Vietnam and solo rides in the Australian outback under his belt.

RICHARD MOORE

Chairman & Ideation Director | Richard Moore Associates

BRANDING & COMMUNICATION

Richard Moore has a 50+ year history of bringing innovation to the field of Branding and Marketing Communication. Since 1994, his firm - Richard Moore Associates has had a presence in Vietnam, where Richard is best known in the field of advertising for creating Vietnam’s first viral TV commercial, “Still running fine” for Electrolux. Richard has led his team in the development of iconic branding systems for numerous national enterprises including VietinBank, VietJetAir, Kangaroo, and many others.

Since 2015, Richard has been sharing in workshops what he learned from studying more than 70 different ideation methods. In 2019, he conducted a training course in Design Thinking with a small team of key managers within Kangaroo, which led to the introduction of an innovative line of “dong mem” freezers.

Now, Richard Moore Associates is launching a comprehensive “Integrated Brand Thinking” system, which includes their own fast-tracked client-collaborative Design Thinking method called QuikTrek® that develops differentiated product concepts and their brand communication plans.

HUYNH KIM TUOC

MAURO GASPAROTTI

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HUYNH KIM TUOC

Director | SIHUB SAIGON INNOVATION HUB

CREATIVE ENTREPRENEURS

30 years working in the innovation field, experiencing many different positions: from an innovative researcher to a state manager at the Department of Science and Technology.

From October 2017 to now, he has been the operator of SIHUB Center for Progressive Application of Science and Technology - a center tasked with advising, building plans, and implementing information communication, public education. copper and training in the fields of innovation, energy saving, renewable energy, science and technology, and many other fields

MAURO GASPAROTTI

Director of Savills Hotels, Asia Pacific

CREATIVE ENTREPRENEURS

Mauro directs all Savills Hotels SE Asian operations. Alongside business development, his extensive industry expertise guides hotel investment and consultancy, feasibility studies, cash flow alongside market analyses, project consultancy and operator selection. Mauro is also highly competent with asset and development site valuation modelling. Beside managing the development of Savills Hotels team, Mauro also takes responsibility supporting the market with the signature hospitality event named Meet The Experts and various hotel market update webinars where he provides his expertise and presents the role as a host and an industry expert. Mauro is well-known as well for being the judge of The Property Guru Asia Property Awards - the region’s biggest and most respected real estate awards program and rewards and celebrates only the biggest and best achievers in the world’s most dynamic markets, here in Asia.

Before revitalizing Savills APAC Hotels, Mauro was co-founder and Executive Director of Alternaty Real Estate which, within 5-years became Indochina’s leading hospitality consultancy. He has also headed up CBRE Vietnam Hotel Services after being their Senior Valuation and Advisory Manager. Prior to joining CBRE, Mauro worked with Ernst & Young.

Qualifications

MBA, International Business Strategy; University of Newcastle, Australia
Hotel Investment and Asset Management E-Certificate; Cornell University
MSc in Econometrics, Finance, Real Estate Finance; University of Parma, Italy

Bachelor of Economics; University of Parma, Italy

Sérgio Silva

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SÉRGIO SILVA

Founder and Managing Partner of S+A Architect

Chairman of CCIPV - Chamber of Commerce and Industry Portugal - Vietnam

INTERIOR DESIGN - ARCHITECTURE

Born in 1979, in Lisbon, Portugal, Sérgio graduated in Architecture from Universidade Lusíada de Lisboa
in 2004, obtained the LEED certification in 2013, and is currently a PhD student in the Doctoral Program
in Social Sustainability and Development at the Universidade Aberta de Lisboa. He had practiced as an
Architect in Portugal until 2011, having started his international career in Vietnam, then in Algeria,
Hong Kong and Macau, enrolling directly in projects related to urban planning, hotels and resorts,
healthcare, retail, entertainment and science parks. He finally moves back to Ho Chi Minh City,
Vietnam in 2012 and decides to establish is own practice, LVArchitects, in 2018. Later that year joins
S+A Group as Founding and Managing Partner of S+A Vietnam.

For the activities in CCIPV, with extensive knowledge of the bilateral relations between Portugal and
Vietnam he is responsible for coordinating the team, the institutional relations with European
partners (namely EuroCham, Portugal Global - Trade & Investment Agency-AICEP, Chamber of
Commerce and Industry of Portugal - CCIP), support, contract management and coordinating the
internationalization of the Associates.

Principal Research topics

Sustainable urbanization and participatory capacity; Integrated and sustainable human settlement
planning; Social and environmental issues to urban, peri-urban and rural areas; Inclusive, accessible,
green public spaces; Affordable housing; Mitigation and adaptation to climate change; Local materials.

ANDREW TRAN

An experienced Strategy Professional based in Vietnam

MODERATOR

Andrew Tran is an experienced strategy professional based in Vietnam. He advises teams in Branding, Marketing & Sales on strategy & planning, UX, social media, content, organizational change, and more. Strategically minded, delivery experienced, Andrew has worked with a number of global brands across multiple industry verticals, applying his knowledge to identify various business challengers whilst focusing on a user-centered approach towards solution design.

PANEL DISCUSSION 2

JULIA GAIMSTER

JULIA GAIMSTER

Dean of the School of Communication and Design | RMIT University

DESIGN EDUCATION

Professor Julia Gaimster is Dean of the School of Design & Communication and Dean of School of Science & Technology. She is responsible for ensuring the quality and currency of the school's portfolio of courses. Her background is in Fashion and her previous roles include Professor of Practice and Associate Head of School at the Institute of Textiles and Clothing, Hong Kong PoluY and Associate Dean of the School of Design & Technology, London College of Fashion. Professor Gaimster holds a Master of Design from The Royal College of Art, a Doctorate of Education from The University of Surrey, and is a Fellow of the Textile Institute. She has worked on international projects funded by UNIDO, the British Council, and the European Union. In 2019 she directed the first "Vietnam Festival of Media and Design" in Hanoi.

ANNA VO

ANNA VO

Creative Director, PNJ; Founder of Anna Vo Fashion; Industry board member of Design & Art, Hoa Sen University; Global Brand Ambassador of the prestigious Istituto Marangoni

FASHION DESIGN

Anna Vo graduated with Business Administration Honors bachelor’s degree, focused on Marketing in the USA in 2009, and Fashion & Accessories Design in Italy in 2011. She was one of ten students that were honorably appointed to attend a one-year course in International Economics at Oxford University when she was a student at San Diego University. Having studied and lived in various countries for more than ten years has enabled her to master four different languages such as English, French, Italian, and Japanese. Besides that, she got opportunities to work for globally prestigious brands such as Bottega, Giorgio Armani, Veneta, Prada, and Etro when she was a university student.

Unlike the other domestic designers, Anna Vo brought her designs abroad, showcased at her two renowned boutiques in Milan and Boston. Simplicity and elegance are of the essence in Anna’s designs. By paying attention to details, her designs are able to satisfy even the most demanding clients such as politicians, business executives, creative customers of the new generation alike. For instance, the couple of Boston senator Barry Finegold – the well-known host Jeanie Mai.

By having been fashion capitals of the world, she wants to apply her skills and experiences to the fashion industry in Vietnam to make a change for the better.

JUSTIN WHEATCROFT

JUSTIN WHEATCROFT

Co-Founder | SQUARE ROOTS

FURNITURE INDUSTRY

After graduating from the University of Bath in 1991, with Business Administration, Justin has worked for America Express in London on their graduated development program until 1993.

He made a bold decision, which was to move to a new country for new opportunities. Even though, that country is almost 13600 km away from his hometown, which is Vietnam.

He decided to make ends meet in Hanoi in 1995. After awhile joining the food and beverage sectors, he opened two restaurants. In 1998, he turned his attention to the furniture and accessories industry. In 2004, he ventured down to the economic and financial center of Vietnam which is Ho Chi Minh City, and moved into the field of furniture by being co-founders at Tori furniture. Three years later, Justin and Edward Stoddart founded Square Roots and became co-founders. Their main products are wood furniture and exported to six different continents. It is an affirmation for Square Roots’ products in terms of high quality and design all over the world.

“ The secrets of the alchemist finisher and the wisdom of the woodsman”

MAURICIO ALVES

MAURICIO ALVES

General Director of Gema

INTERIOR DESIGN

With over 23 years of design experience, Mauricio is the founder and principal architect of Gema. He graduated from Mackenzie University (1997) in Sao Paulo. He is an architect & interior designer who has been involved in major projects in both aspects.

His expertise ranges from, condominiums, high-class villas, retail, hospitality, and F&B. He has been working on projects in Brazil, the USA, Spain, Singapore, Thailand, and Viet Nam. Before Gema, he used to be a senior lecturer at Raffles International College. Since 2011, he is also the Honorary Consul of Brazil in HCMC.

GEORGE NGUYEN

LINH HUYNH

Executive Director - WTC Binh Duong New City

MODERATOR

Linh Huynh’s passion is in unlocking peoples’ true potential to enhance personal performance in the areas of service compentences, service values, service innovation and service micro-skills. Linh Huynh is often seen facilitating design thinking for innovation, strategic mindsets and individiual performance at work. Linh also believe that innovation capacity development for SMEs across Asia is very important and she has pursued her career in develop mindsets, skills and knowledge of innovation for SMEs in Southeast Asia (Myanmar, Phillipines and Vietnam).

PARTICIPANTS

CEO of large businesses related to Branding, Product Design, Packaging (F&B, Fashion, Lifestyle products, consumer products, Interior decoration, Hospitality, Education.)
Leaders of Designing Enterprises, Advertising and Branding Agencies.
Top Industry Designers (Graphics, Product Designs, Fashion, Furniture, Hospitality, etc.)
Consultancy company on solutions for designing applications, websites, multimedia, UI/UX design.
Creative Educators, Design, and Universities
Other relevant fields.
Number of attendees is expected from 300 to 500 guests

LUXURY EVENT INCREASES BRAND

8++ Communication spread across the national and internationally. Mainly large cities.
300++Attendees from business owners, senior project managers, large and

multinational companies, with the ability to decide on projects, purchase.