10VILL COFFEE - Beyond the Clouds, Within the Village

The collaboration between 10Vill Coffee and Artisan Dinh Van Son represents a sophisticated intersection of sustainable agriculture, traditional craftsmanship, and contemporary art. Rooted in the heritage of Village No.10- a mountainous region defined by its natural landscapes- the project transforms functional packaging into a collectible object of identity and storytelling.

The Narrative and Design The core design is articulated through ten mythic horses, symbolizing the brand’s narrative. Nine horses ascend to represent aspiration and prosperity, while one remains grounded within the coffee garden to signify the farmer’s deep connection to nature. This imagery reflects three key dimensions: the unique terroir, sustainable agricultural practices, and the people dedicated to the land.

Innovation in Craftsmanship The prototype is uniquely crafted from reclaimed coffee wood, a material previously unexplored in lacquer artistry. Achieving a refined prototype required seven iterations to ensure it could maintain precise technical proportions while accommodating a full coffee ritual set, including beans, a cup, and a grinder. The production process follows the strict discipline of Vietnamese lacquerwork, requiring six months of continuous labor. This involves structural reinforcement with natural lacquer and mineral compounds, followed by the meticulous inlay of gold leaf, silver, mother-of-pearl, and over 200 eggshells to recreate the texture of coffee beans.

The Artist Artisan Dinh Van Son is recognized as a leading figure in Vietnamese lacquer art, known for bridging Eastern tradition with global contemporary practice. His work has been exhibited at major institutions like the Ho Chi Minh City Museum of Fine Arts and international platforms in South Korea. His career is marked by award-winning participation in national exhibitions, a 2019 solo exhibition titled “Small Happiness in the Attic,” and a 2023 MUSE Design Award. His artistic language facilitates a dialogue between Asian lacquer aesthetics and European expression, resulting in works that are both timeless and modern