A COFFEE EXHIBITION ROOTED IN THE CENTRAL HIGHLANDS
The project takes inspiration from the mountainous terrain of Pleiku, where layers of hills, coffee plantations, and local cultural landscapes shape the identity of the region. Rather than treating the exhibition as a neutral display space, the design uses architecture to create a journey through coffee, land, and community.
The building form and interior sequence are developed to reflect the rhythm of the highland landscape, creating moments of openness, compression, light, and discovery throughout the visitor experience.
A JOURNEY THROUGH COFFEE, CULTURE, AND LANDSCAPE
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Inside, the exhibition is designed as a sequence of spaces that introduce visitors to the story of Gia Lai coffee, from cultivation and production to tasting, display, and cultural exchange. Public areas are arranged to feel open and connected, allowing visitors to move naturally between exhibition, gathering, and learning spaces.
Through material warmth, filtered daylight, and layered spatial transitions, the project creates an environment that supports both education and promotion, turning coffee culture into an immersive architectural experience.
THE ROOF FORM REINTERPRETS LOCAL TRADITION
The triangular, rising roof form references the traditional house structure of the Xo Dang people, translating its strong silhouette into a contemporary architectural gesture. Its height and sharp geometry create a sense of arrival, while also giving the exhibition centre a recognizable cultural identity.
This roof becomes more than a covering element. It defines the atmosphere of the project, framing the exhibition spaces below and connecting the building to the cultural memory of the Central Highlands.
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