The Architecture Of Happiness On Water
The Design Philosophy of Lux Cruises Group®
“Each vessel is a work of art — telling stories of people, place, and the soul of Vietnam.”
1. PLACE – The Spirit of Water and the Soul of Vietnam
“If the land holds our memory, the water carries our soul.” – Dr. Phạm Hà
For Lux Cruises Group®, Place is not a location — it is a sacred realm of water, where nature, humanity, and history merge into identity.
From Hạ Long and Lan Hạ to Nha Trang and Saigon, every voyage becomes a story; every body of water, a living heritage.
• Harmony with Nature: Each itinerary follows the rhythm of tides, the direction of wind, and the movement of sunlight — honoring Vietnam’s timeless philosophy of thuận thiên (living in harmony with nature).
• Stories of Place:
• Hạ Long Bay inspires Emperor Cruises®, recreating the royal spirit of Emperor Bảo Đại amid a UNESCO wonder.
• Lan Hạ – Cát Bà hosts Heritage Cruises Bình Chuẩn®, celebrating Bạch Thái Bưởi — the father of Vietnam’s shipping industry.
• Nha Trang Bay welcomes Amiral Cruises®, crafted for presidents, visionaries, and global connoisseurs.
• Cultural Roots: Each destination reflects a distinct way of life — from fishing villages and traditional crafts to cuisine, music, and local art.
⮞ Place is the soul — where each Lux Cruises vessel becomes part of Vietnam’s living landscape, not merely anchored within it.
2. STRUCTURE – The Body of Strength and the Endurance of Time
“A ship is architecture in motion — a witness of memory and mastery.”
Every Lux Cruises vessel is a floating work of architecture, engineered for endurance yet sculpted for grace — a balance between maritime strength and cultural artistry.
• Form and Proportion: Inspired by early 20th-century royal yachts of Europe, gracefully blended with the soft, poetic curves of Asia.
• Material Integrity: Built with steel, composite, or precious timber — each choice reflecting the environment it sails upon: bay, river, or open sea.
• Sustainable Engineering: Designed for energy efficiency, low vibration, minimal emissions, and long-term resilience under ESG principles.
• Craftsmanship and Character: Every weld, panel, and deck plank bears the hand of Vietnamese artisans — engineers who sculpt metal with the sensitivity of artists.
• Human Scale: The structure is not just built to last but built to live — a vessel of memory, emotion, and identity.
⮞ Structure is the body — strong, balanced, and born to outlast both storms and time.
3. FUNCTION – The Art of Space and the Journey of Emotion
“Function is science — experience is art.”
On water, every space moves — and with it, human emotions. Lux Cruises Group® turns functional design into a choreography of sensations, where architecture guides feeling.
• Spatial Flow: From the welcome deck to the stateroom, from the dining salon to the sun deck — every movement flows seamlessly, like the tide itself.
• The Five Senses Voyage:
• Sight – to behold the majesty of bays and mountains.
• Sound – to listen to the song of waves and the strings of violins.
• Smell – of sea breeze, polished wood, and fine wine.
• Taste – of Vietnamese haute cuisine and coastal delicacies.
• Touch – of bronze handles, silk cushions, and the warmth of sunlight.
• Adaptive Spaces: A restaurant transforms into an art gallery; a deck becomes a stage; a cabin becomes a private meditation room.
• Invisible Systems: Behind the elegance lies precision — navigation, maintenance, safety, and green energy integrated silently into the design.
⮞ Function is the silent art of organizing emotion — guiding guests through a symphony of senses.
4. ENVELOPE – The Exterior and Interior: The Skin of Memory and Beauty
“A beautiful vessel does not flaunt — it breathes with soul.”
Lux Cruises Group® revives the aesthetic of the 1920–1930 Indochine and Art Deco eras — when East met West, and elegance became eternal.
The Exterior
• Design Language: Smooth hulls, elongated lines, soft metallic reflections — painted in timeless shades of ivory white, midnight navy, and imperial black.
• Symbol of Identity: The Vietnamese national flag waves proudly at the bow — a statement of national pride and maritime sovereignty.
• Handcrafted Details: Polished teak railings, copper masts, engraved bronze emblems — expressing craftsmanship as a form of poetry.
The Interior
• A Floating Museum: Each vessel is a curated gallery — displaying original artworks by Phạm Lực, colonial maps, lacquer paintings, and antique décor.
• Material Harmony: Natural wood, bronze, silk, leather, and handmade ceramics from Bát Tràng create warmth and authenticity.
• Light & Sound: Every evening becomes a cinematic tableau — the shimmer of chandeliers, the murmur of waves, the hush of string music.
⮞ Envelope is the skin of time — where design transcends function to embody memory, artistry, and national identity.
5. EXPERIENCE – The Living Heritage of the Lux Cruises Group®
“Luxury is Culture – Delivering Happiness.”
For Lux Cruises Group®, luxury is not excess — it is cultural expression made personal. Each cruise brand is a living narrative of Vietnamese heritage and human aspiration.
• Amiral Cruises for Presidents® – symbolizes diplomacy, leadership, and the vision of those who shape history.
• Emperor Cruises® – embodies the glamour and sophistication of Emperor Bảo Đại’s golden era, a celebration of Indochine opulence.
• Heritage Cruises Bình Chuẩn® – pays homage to Bạch Thái Bưởi, Vietnam’s pioneering entrepreneur who “sailed East to win in the West.”
• True People, Timeless Stories: Each vessel represents a real person, a real legacy — living again through art, culture, and hospitality.
• Sustainability & Happiness: Every voyage supports local communities, promotes plastic-free practices, and preserves marine environments.
• Emotional Legacy: Guests disembark not just with photos, but with pride, inspiration, and emotional connection to Vietnam’s story.
⮞ Experience is the destination — where art, heritage, and humanity meet on the waves.
THE BOUTIQUE CONCEPT™ – Vietnam’s First Boutique Cruise Collection
“Boutique is not about being small — it is about being unique.
Not serving many — but serving meaningfully.”
Lux Cruises Group® is the first to introduce the Boutique Cruise Concept™ in Vietnam — redefining maritime luxury as a floating boutique hotel, where every vessel is a personalized work of art.
Unlike mass-market ships, a boutique cruise embodies the philosophy of “fewer guests, deeper experiences.”
• Limited Guests – Infinite Quality: Each vessel welcomes only a select number of travelers, ensuring intimacy, serenity, and exclusivity.
• Craft and Artistry: From bronze door handles to silk upholstery and hand-painted lacquer panels — every detail is handcrafted.
• Bespoke Journeys: Cuisine, music, art, and service are personalized for each guest — a tailor-made voyage of emotion and culture.
• The Boutique Philosophy: “Less is refined, small is grand, personal is profound.”
Luxury here is not in size, but in soul, detail, and human connection.
“We do not build bigger ships — we build ships with souls.”
— Dr. Phạm Hà, Chairman, LuxGroup®
⮞ The Boutique Concept™ defines the DNA of Lux Cruises Group® — where every vessel becomes a floating artwork, a living Vietnamese heritage.
CONCLUSION – The Architecture of Happiness
Lux Cruises Group® does not simply build ships — it creates cultural monuments that sail.
From Bình Chuẩn 1919 — the first Vietnamese vessel to venture overseas — to Amiral Cruises 2030 — the embodiment of global prestige — this is the journey of a nation that dreams, dares, and delights in living beautifully by the sea.
“Each ship is a cultural ambassador,
Each voyage, a poem on water,
And each guest, a part of Vietnam’s timeless story.”
— Dr. Phạm Hà, Founder & Chairman, LuxGroup®