(Based in Hanoi)

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@ Copyrighted Artworks - Limited Edition

(Based in Hanoi)

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@ Copyrighted Artworks - Limited Edition

(Based in Hanoi)

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@ Copyrighted Artworks - Limited Edition

Curated to Cultivate

39 Creative Agency

Art is the world’s quiet pulse, a rhythm captured and transformed. At 39 Concept, we cultivate a living ecosystem where raw ideas bloom into sophisticated realities.

Rooted in legacy yet breathing with a modern soul, we treat creation as an act of intentional evolution. Through the language of texture and story, we imbue the everyday with human grace—shaping a more thoughtful, inspired way of living.

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Where the Passion meets

The story began in late 2020, when Nhat Le – a young photographer and graphic designer who had just returned from France – met BB, a PR/Marketer who had left the corporate path to start her own business.

They discovered a shared passion for creativity: BB would write and sketch out ideas and plans, while Nhat translated them into visual and graphic form.

Every idea is a Concept

In 2021, Project 01 was born under the name 39 Concept – built on the belief that every idea is a concept, meant to be explored, experimented with, and created with no limits. The first products were T-shirts, tote bags, and art prints – bold yet refined designs combining the paintings of artist Le Thiet Cuong with Nhat Le’s contemporary graphic vision.

This debut collection carried a mission: to bring art closer to young audiences. While owning an original painting may feel out of reach for many, art-merch made art accessible, touchable, and part of everyday life.

Creativity is Limitless

From its early success in 2021, BB and Nhat continued to collaborate on new creative projects.

Over time, 39 Concept grew into a creative hub – a place where diverse ideas take shape, from branding, photography, marketing, and design to the publishing of art books and curated artworks.

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