The long road in creativity: from contemporary fine art to professional practice

Recently, as part of the Creative Direction module, students on BUV’s Contemporary Creative Applications programme had the opportunity to explore two very different pathways into the creative industries through an insightful workshop led by guest speakers Ha Thao and Bao Viet. 

The event was far more than a simple experience-sharing session; it also offered students a space to reflect on themselves in relation to real professional practice. Through this, they were introduced to concrete lessons on how Vietnam’s creative ecosystem operates, ranging from academically driven independent art projects to commercial illustration campaigns that demand strong market awareness. 

Fostering a spirit of creative entrepreneurship 

The workshop featured Bao Viet, a notable freelance illustrator and the founder of Goi Gem Space – a café and art space in the heart of Hanoi that celebrates and showcases exclusive works by local artists. 

Drawing on his experience of working with major brands such as UNIQLO, Samsung, LOTTE Department Store and VinFast, Bao Viet brought a wealth of valuable real-world insights. During the workshop, he went beyond simply discussing ideas or the creative process in isolation, and instead explored the more practical realities of freelance work. These included working effectively with clients, the art of project management, personal branding strategies, and ways of sustaining a professional practice amid market pressures. 

Through this, students came to see clearly that career development does not necessarily follow a fixed or linear path, but is often shaped more fluidly through each project and each personal decision. 

BUV students not only listened, but also took part directly in a quick creative exercise, presenting their ideas and thought processes to the guest speaker for a chance to win unique gifts from Goi Gem Space.

A foundation for research and connection in contemporary fine art 

If Bao Viet offered a practical perspective on commercial illustration, freelance practice and the spirit of creative entrepreneurship, Ha Thao’s workshop opened up a different view of the world of contemporary fine art and the wider cultural ecosystem. 

Ha Thao is a passionate creative practitioner and also an alumna of BUV’s Contemporary Creative Practice programme.

Drawing on her extensive experience of collaborating with Hanoi Grapevine on major projects such as Hanoi Grapevine’s Finest and the Vietnam Festival of Creativity & Design, as well as her role as a professional coordinator at the Vincom Center for Contemporary Art (VCCA), Ha Thao offered students a thoughtful perspective on the field of arts management and coordination. This is a professional niche that calls for a seamless combination of aesthetic thinking and strong organisational skills. 

For Thao, success is not defined solely by impressive milestones or polished achievements on a CV, but is instead built through genuine connections and a sincere commitment to both people and work. Alongside this, she also emphasised the importance of research as a lasting foundation that prevents creative practice from becoming superficial. 

From contemporary art, curatorial coordination and contextual research, to commercial illustration and building an independent career, each speaker brought a distinct pathway into the creative world. Two individuals, with different starting points and experiences, yet both converged on the core qualities needed for a sustainable creative journey: taking initiative in building experience, forming meaningful connections, and continually developing one’s own practice through each specific project. 

Creative Direction is a key module that prepares students to move into specialist fields such as Graphic Design, Illustration, Photography and Animation. At BUV, the focus of the programme lies not only in technical ability, but also in freelance practice and professional portfolio development. Workshops led by industry professionals form an important part of this learning experience, giving students practical insight and a real sense of the market while they are still at university.