A Passion for Aesthetics

126CONTENTFOREWORD

WHAT AESTHETICS MEAN TO ME

18 WHAT IS THÁI CÔNG STYLE?

20 T TIMELESS H HARMONIOUS A ASIAN I IRONIC C CHIC O OPULENT N NOBLE G GLAMOROUS Q QUALITATIVE U USEFUL A ATMOSPHERIC C CHARMING H HOMEY

74 PROJECTS 76 HOME OFFICE 96 PRIVATE SUITE 112 SKY VILLA 128 EAST MEETS WEST 150 FAMILY RETREAT 168 NEW VICTORIAN 194 SINGLE MAN 240 WHITE ON WHITE

266 HOW DOES THÁI CÔNG LIVE? 268 ONE BEDROOM PENTHOUSE 286 NEW ANCIENT VILLA 300 A PRIVATE RESORT 342 IN THE MAKING 348 BIOGRAPHY 352 IMPRINT

FOREWORD

My first encounter with Thái Công was 18 years ago. He caught my attention through an extensive production he had photographed entitled La nouvelle Bourgeoisie that appeared in the German magazine Architektur & Wohnen At the time, this series of photographs really excited me because of how per fect they were in every detail and how they played with irony and humor. The images he created represented an innovative departure within a lifestyle magazine that otherwise focuses on showcasing architecture, interior design, furniture, and accessories. The concept he developed was more reminiscent of photo spreads by well-known international photographers in prestigious fashion magazines, such as Vogue and Elle

At the same time, Thái Công had also attracted considerable international media attention with his book My Parents, in which he took an unusual approach to the portrayal of his parents. It was an extraordinary tribute to fashion, photography, and life. Since my brother and I were busy launching our own premium brand at the time, we thought that Thái Công would be a perfect collaboration partner. When we visited him in Hamburg, we immediate ly hit it off and quickly came to an agreement. In 2015, we were able to recruit him for the campaign to launch our luxury brand SIEGER

I will never forget his production at Schloss Harkotten, which took place over the course of three days. It was a special experience involving four models, various assistants and stylists, and even Coco, Thái Công’s dog at the time, who claimed the vast park as his territory right on the spot. What emerged were fantastic photographs that remain with us to this day and continue to be among the best images of our products. His photographs were more like fine art than advertising or product photographs. The images visualized exactly

AESTHETICS MEAN TO ME

What is aesthetics? This question is not so easy to answer. There is a reason why people talk about beauty in ugliness, and not everything that looks good has a high aesthetic value.

In my view, aesthetics has a great deal to do with the development of taste. A German proverb says that you can’t argue about taste, but I can’t confirm that. I tend to think it depends on how and with whom. After all, taste is some thing that first has to be cultivated. This observation represents the true heart of the matter. Education is the essential prerequisite for any assessment. After all, what kind of judgment can you make if you simply don’t have a clue? In most fields—take science, for example—this position is as clear as day. Almost no one would presume to question proven facts or discuss scientific topics without an in-depth knowledge. With taste, it’s different. A simple “I don’t like it” is the ultimate argument that cannot be countered.

In my opinion, it is really worthwhile to hone your sense of taste. At first a newborn only knows a tiny part of the world. Caregivers and the immediate environment shape newborns. What they see, taste, and smell is completely normal for them. The known, the familiar conveys security. Babies initially re ject anything unknown, because it causes discomfort and could possibly be dangerous. But curiosity and the desire to experience and learn something new pushes humans out into their environment. Our perspective gradually broadens, and we start to make comparisons: Is the new thing better or worse, different or the same? In the process, we develop individual likes and dislikes. Nevertheless, there is an acquired canon of values that cannot be escaped for the time being. The roots of cultures lie deep within us.

Over time, as the number of our experiences grows, the range of movement expands, and new influences beyond the sphere of family or home come to enrich and eventually reinforce our judgment. Just as only by tasting different

GLAMOROUS.

I’m not into shabby chic, with its artificially aged surfaces and scraped away lacquer finish. I much prefer high-quality, well-made furniture, whose subtle devotion to detail makes it stand out. Filling a room with these items automat ically turns it into a glamorous space. Nothing feels phony or begs for attention.

Natural glamour has much to do with the self-evident. It does not have to show off to be noticed. I can lend true glamour to a rustic farmhouse. This is no con tradiction, since the whole point is to be authentic. Which, by the way, is the opposite of kitsch, to which nothing genuine can stick. Heavy, costly linen fab ric, genuine horsehair cushions, and solid fine wood give country life the very hint of glamour that makes for true luxury. The commode, traditionally crafted in France, is an excellent example of a skilled cabinetmaker’s work. Surround ing yourself with furniture like this is undoubtedly luxurious. At the same time, it gives us a sense of continuity and functionality. Wood-paneled walls and wall lamps made of bronze also radiate this kind of long-lasting luxury.

I have a boundless desire for aesthetics, and I surround myself exclusively with beautiful things. A hand-cut champagne flute made of multicolored crystal, or a bathroom with a chandelier and an all-black tub are the best examples of the ultimate in glamour. However, the effect works only if everything is of the right quality. There can be no luxury or glamour without first-rate materials. And so quality is once again my number-one priority.

SKY VILLA

If anyone wonders why people would prefer an apartment in a high-rise build ing to a bungalow with a garden, they should simply spend some time wan dering through the sweltering streets of Saigon. To escape the year-round tropical temperatures and the nonstop hustle and bustle of the big city, it’s worth casting a glance upwards. At a lofty height, the maisonette with its wrap-around terrace also offers all the advantages of a villa. For the operator of a chain of spas, Thái Công has created a 280 m2 residence that offers seclu sion and security without feeling cramped. The open-plan living spaces with their high ceilings, the bright color concept, and the glossy materials and pol ished surfaces are all elements that create a sense of spaciousness. The mir rored wall in the dining area, for example, reflects the lush plantings on the terrace, bringing nature indoors. The round dining table has thus become the favorite place for the lady of the house to hold business meetings in a private setting. The chairs, originally designed as seating for a dressing table, provide the necessary comfort even when sitting for longer periods of time. At the same time, their low backrests do not obstruct the view across the room.

Thái Công’s eclectic style of furnishing brings timeless elegance to the clear ly structured rooms. Contemporary furniture with simple angular shapes combined with opulent gilded baroque mirrors and Louis XVI armchairs to create an urban look. At the same time, the ambience does not lack refine ment or original extra touches, even in the details. Thái Công has positioned a minibar disguised as a table alongside the leather sofa. The macassar ebony cabinet, mirrored and illuminated from the inside, stores the finest spirits within easy reach.

On the upper floor of the two-story apartment, the light and airy design lan guage continues in the spacious bedroom, where the surprising element is the freestanding bathtub. Its inclusion was actually due to the lack of space in the adjoining bathroom. With its shining silver cladding, the bathtub is positioned in front of a mosaic wall designed as a separee, and it has now become the highlight in the spa expert’s home.

SINGLE MAN

What does Thái Công do when he is given carte blanche? The answer is only contradictory at first glance. He bathes the entire ambience in deep black. The explanation is as spectacular as the result. This is because, with seemingly un limited means, Thái Công has created a 240 m2 home for his client in the style of an exclusive private members’ club. The confirmed bachelor uses his apart ment both as a workspace as well as for glamorous dinner invitations and lavish parties in the highly selective private setting of his circle of friends. To make this possible, Thái Công first made significant changes to the floor plan of the apart ment. This transformation included the addition of an exclusive spa retreat in the newly planned winter garden as well as the creation of a secret butler’s corridor between the entrance area and the kitchen to keep the household management running smoothly.

Resident and guests step into the apartment through the entrance area, which is swathed in black silk moiré wallpaper. Due to its ground-floor loca tion, little daylight penetrates the interior, which is ingeniously complemented by the warm glow of handcrafted bronze wall sconces and the multi-faceted sparkle of opulent crystal chandeliers. In the living room, doors combine with a TV console made of ebony with applications of natural horn, handmade baroque armchairs with golden brocade upholstery, and a minibar disguised as a round side table to give the room the air of a sophisticated salon. When the wide sliding door to the dining area opens, the intended Casino Royale effect is finally revealed. The design, which features a high-gloss table topped with black marble and silk-covered swivel chairs, looks like an iconic gaming table scene from a James Bond film. Dark mirrored doors provide access to the kitchen concealed behind.

The study features a black chandelier, under which a silk carpet with a leopard motif ingeniously parodies the more conventional arrangement of a hunting trophy. From there, the master of the house can enter his private area consist ing of a dressing room, bedroom, and bathroom. Drenched in deep black throughout, an equally black chandelier from a traditional French manufacto ry floats above the diamond-cut bathtub for an extremely dramatic effect. In the bedroom, black crocodile-textured wallpaper and furniture upholstered in stingray leather quite literally put their stamp on the interior. Working with a completely free hand, Thái Công has conjured a truly movie-worthy interior—a retreat that the owner of the house would never relinquish, even if he found himself in a committed relationship. When it comes to happy endings, this hits the mark!

WHITE  ON WHITE

In this penthouse situated high above the city with unobstructed views of the banks of the Saigon River, Thái Công showcases the spectacular effect of one of his principles. Contrary to what most of us would intuitively de cide, he chooses dark colors for rooms with little natural light and a bright color concept for properties flooded with light. Thái Công thus proposed an all-white interior to his client for her duplex apartment, which was al ready the third project she had entrusted to him. He received the commis sion while in Miami, where white is more than just a color—it’s practically a way of life. Stanley Kubrick’s classic film 2001: A Space Odyssey was a fitting futuristic reference.

Knowing he had the trust of his client, Thái Công launched an experiment that presented some unexpected challenges. After all, even though an allwhite interior was not a new concept, implementing it while also satisfying ultra-luxurious standards required intensive research. It was anything but easy to source pure white materials, such as the leather for the chairs and sofa as well as wallpaper and carpets of the highest quality.

Before he could even start on the interior design, however, Thái Công had to optimize the conventional four-room floor plan by having unnecessary walls demolished. This paved the way for an impressively large living space with a dining area, bar, and lounge area. A seamless cast resin floor in high-gloss white creates a monochrome backdrop for the avant-garde interior. In addi tion, the oversized platinum chandelier by Saint-Louis accentuates the room’s doubled height of six and a half meters.

Just as the kitchen was concealed behind the bar, the stairway to the private rooms was also moved out of sight. Completely mirrored and accessible only through a door that is invisible at first glance, the staircase has white marble steps that lead upstairs. There, the flooring switches to whitewashed herring bone parquet, and the white moiré wallpaper gives the walls a sensual, fem inine flair. Overlooking the crystal chandelier, the bedroom also features a panoramic view of the city. In addition, Thái Công created yet another super lative: Within a separate massage room, the lady of the house finds not only an appropriate lounge chair, but also a professional hair washing station. Every thing in white, of course!

NEW ANCIENT

VILLAWhilehewasstilldesigninghis

penthouse in Hamburg, Thái Công fell in love at first sight while on vacation in Vietnam. The villa in Saigon was like a sleeping beauty, and the temptation to reawaken the almost hundred-year-old building dating back to the French colonial era was simply too great. Although Thái Công did not initially plan on a complete remodel, it did in fact become a major pro ject after the initial assessments and plans had been made. Too much had not been renovated since the building’s construction in 1920, or—even worse—had been poorly renovated.

The decision was made to tear out the false ceilings along with the walls that broke up the floor plan, and tile floors were torn out and eventually replaced with magnificent parquet flooring. Doors were moved and now stand symmet rically opposite each other. Thái Công came up with a story that he wanted to bring to life in the interior. As a local interested in art and culture, he decided to adopt the architectural legacy of the former French colonials. To restore the house’s original charm, he designed the interiors with coffered wall panels, op ulent crystal chandeliers, and elegant seating and cabinets in the style of the French kings Louis XIV, XV, and XVI. The house’s bedroom likewise features a French influence. Typical wallpaper doors lead to the bathroom and dressing area, and Chinoiserie-style light fixtures reflect the historical connection be tween East and West.

Following on the heels of the French, the United States arrived in Vietnam in the 1960s and left in turn its stylistic mark on the country. Thái Công uses mid-century modern icons to showcase that influence. In the living room, for example, original Elda armchairs by Joe Colombo make their mark on the inte rior. A contemporary octagonal coffee table echoes the style while adding mo dernity to the arrangement. Beyond the new floor-to-ceiling windows is the outdoor pool, tiled in green instead of the previous blue to match the surround ing tropical vegetation. The terrace, with direct access to the kitchen, features an extra-large sofa that can comfortably accommodate up to twenty guests. The house became more than just a vacation home for Thái Công; it became, in fact, the first stop on his permanent return to Vietnam.