Hai Life Magazine

A dedicated publication built around Q2 Thao Dien, Frasers Property’s development in one of Ho Chi Minh City’s most established expatriate neighbourhoods commissioned into a category where the standard collateral is a brochure of renders and specifications, aimed at people who are really deciding whether they want to live in the area at all.

So Firedrake built a magazine instead of a brochure. The content moves outward from the building into the neighbourhood itself its culture, its amenities, its daily rhythm with the promotional material folded into that editorial structure rather than leading it. A reader flicking through is being sold a life in Thao Dien first and a specific development second, which is the order an actual buyer’s decision is made in.

The format does real strategic work. A magazine gets picked up and kept in a way a sales brochure doesn’t, and that extra shelf life matters most in a purchase decision that plays out over months rather than one sales visit.

Client Frasers Property
Location Thao Dien, Ho Chi Minh City, Vietnam
Scope Editorial and magazine design · Marketing collateral · Property launch campaign
Sector Residential development and property lifestyle publishing