Tiếng Việt
In the rush of Saigon right before Lunar New Year 2026, tucked inside the small alley 269/2 Nguyen Trai (Ward Cau Ong Lanh, District 1), IM:MI Coffee Roasters quietly appears as a meeting point for souls who need a pause a place to sink in, to reminisce, and to momentarily “escape” from the city’s constant noise.
Who is IM:MI Coffee Roasters? The story behind the name
IM:MI is the newest brainchild of Nguyen Hoang Trung Hung — founder and creator of the familiar coffee chain S’mores Saigon Caffe.
Hung explains that the name IM:MI is a blend of two ideas:
- Immersive: The moments when you are completely pulled into the present, your senses awaken, and the outside world briefly disappears.
- Mimésis: An ancient Greek concept describing the re‑creation of familiar moments from everyday life.
The space: A chessboard and its pawns
Stepping into IM:MI, you are immediately struck by a space wrapped in checkerboard patterns like a chessboard, with the image of the pawn appearing as a visual motif.
The pawn- the smallest, most modest piece on the board is also the one that opens the game, moving slowly, one square at a time. When it reaches the other side, it can be promoted into any powerful piece. A quietly philosophical metaphor for each person’s journey.
Raw, familiar materials under your fingertips, the aroma of freshly roasted coffee drifting through the air, and pools of warm yellow light come together to create a space that is both cozy and private enough for you to sit face to face with yourself.
Music: The soul of IM:MI
As a long‑time friend of District M, Nguyen Hoang Trung Hung entrusted us with setting up the entire sound system for IM:MI.
- Sound that is rich and full enough to make your ears truly sink in.
- An aesthetic that stays rustic and nostalgic, true to IM:MI’s spirit.
- Lifting the sonic experience to “another level” to optimize the space without disturbing its original character.
The solution from District M
We chose a minimalist yet highly effective audio setup:
- Two pairs of Vestlyd V12C speakers, with their striking coaxial design, one pair on the ground floor and one on the upper level.
- Custom‑made wall brackets that keep the speakers both visually clean and absolutely secure.
- The entire system is driven by amplifiers/streamers from Pro‑Ject and Eversolo, allowing IM:MI to play music from every source: digital, analog, turntable, CD, and even open‑reel tape.
Hundreds of vinyl records from Hung’s personal collection are displayed as an artistic focal point — and serve as one of the main music sources for the space.
A multi‑sensory experience at IM:MI
When you visit IM:MI, you’re invited into an experience that engages all five senses:
- Sight: Artistic checkerboard patterns and Vestlyd V12C speakers “stuck” to the wall like sculptural pieces.
- Smell: The aroma of freshly roasted coffee drifting through the shop every day.
- Touch: The raw, tactile feel of wood, stone, and fabric under your hands.
- Taste: Carefully crafted drinks, layered and satisfying, lingering gently on your palate.
- Hearing: Familiar music playing softly in a warm, calm atmosphere- never harsh, never loud. An old jazz record, a rare indie track, or even a beloved film score can suddenly pull you back into long‑forgotten scenes, giving you a pocket of stillness that belongs only to you.
A destination you shouldn’t miss
If you live in Saigon, or are planning to visit in the early days of the year and are looking for a short sanctuary to quietly “face yourself,” then IM:MI Coffee Roasters is a place you shouldn’t skip.
And if you’re searching for an audio solution for your own space, or simply want to share your most emotional listening experiences, we’d love to welcome you at District M.
IM:MI Coffee Roasters at a glance
- Address: 269/2 Nguyen Trai, Ward Cau Ong Lanh, District 1, Ho Chi Minh City.
- Main concept: “Sitting with yourself”- an immersive space where you can sink into music, enjoy freshly roasted coffee, and replay your favorite memories.
- Sound system: Designed, supplied, and installed by District M, featuring Vestlyd V12C speakers, Pro‑Ject and Eversolo electronics, plus the founder’s personal vinyl collection.
- Signature drinks: Specialty‑grade roasted coffee and thoughtfully crafted beverages, prepared with care to deliver a complete taste experience.
