Exploring the conglomerate cool in Hanoi’s newest clothing/furniture/nik nak shop.
Words and Photos by Thu Ha Dao
Located right at the beginning of crowded Âu Cơ, Myriad doesn’t look as outstanding from outside as it should. A minimalistic concrete building with glass doors and a letter M embossed on a small square, it can go easily unnoticed. When asked if they would be putting up more prominent signage, the shop owner, Tâm, says people will find it if they want to. “Passers-by must feel curious enough to step in, that’s how to know what Myriad really is.”
Yet even upon entering and walking around, it is not easy to pinpoint what kind of “shop” it is. Instead, Myriad exudes a homely feel—with area rugs, comfy sofas, a sparkling dinner table and three hyper dogs running around. The impression that you’ve just walked into someone’s home turns out to be quite true, as Tâm – the shop owner—lives alone upstairs.
The home/shop has undergone gradual development since its July opening, evolving into the strange yet harmonic combination of endeavours it is today. The first floor, besides showcasing the boss’ antique collection, boasts second-hand vintage clothes and handmade furniture. The basement is a photographic studio with equipment for rent, which at present also serves as a temporary workshop, cluttered with wood chips and woodworking tools where furniture is constructed. Incidentally, the second floor remains vacant, with plans for it to become working space for lease in the future.
The conception of the shop and its name is Tâm’s, supported by Phương, her cousin, and Đạt, their mutual close friend. Three young heads with contrasting ideas and working styles that provoke arguments almost daily are all in sync when it comes to Myriad. At first one would think the name aptly meant a “myriad” or large number of services. But in fact it was inspired by concepts of infinity and karma in Buddhism. Each of the three individually had infinity symbol tattooed on their finger several years ago and believe working together here and now is fate.
When asked how to describe Myriad, Tâm stutters and laughs in confusion. “I don’t know…it’s something rustic, maybe vintage – no, not quite…” The three discuss it for a while and reach the conclusion that a new word should be coined, Myriad style. “In Myriad we collect moments, not things – that is our motto. Everyone should come here to see themselves. It’s totally ok not to buy anything, but listen to our music, talk with us and have a good time.”
Sitting in the comfortable and welcoming atmosphere, an indelible catalogue of future purchases enters the mind – their 200.000 VND manteaus when winter arrives, the elegant-looking wooden table that a higher salary would permit. It’s a shame there isn’t much to do with such wide space. One could picture a really cute coffee shop, and Tam says a lot of people have suggested the same idea. “But at the moment there’s a serious lack of human resources. We are already overwhelmed by orders for clothes and furniture. Sometimes too many customers can be a real problem.”
Future goals in mind include hosting workshops on brand management and opening other Myriad stores in other Northern cities. These people are going to make it big, so now is a perfect time to pay them a visit before their brand of living room retail becomes something more definably hipster chic.
