As one of the foundations of Vietnam’s digital landscape, Viettel has evolved from a telecommunications provider into a bridge for digital synergy and collective resonance. Through the Viettel Y-Fest series, the brand continues to enrich society by connecting millions of young people through a fusion of music, heritage, and technology. For the latest theme ‘SYNC of Heart’ in 2025, Viettel partnered with Fustic. to integrate the cutting-edge generative art and deep-rooted regional pride. Our mission was to transform passive spectators into active co-creators within a "Digital Museum," using the user’s own face as a canvas to turn abstract data into a powerful narrative of community and belonging.
Developed by Fustic., ‘The Identity Portrait’ is a New Media installation that explores the relationship between the individual and their heritage. This experience utilizes a touchless interface and generative algorithms to transform a simple portrait into a complex cultural statement. The system relies on contextual data mapping, where the user’s input portrait is processed against a localized database that shifts with every tour stop, ensuring the aesthetic reflects the specific host city. As visitors enter the interaction zone, real-time rendering capabilities allow the system to capture and reconstruct their faces into a Mosaic in seconds.
Each fragment of the resulting mosaic is a “local memory” - a curated digital artifact of regional foods, historical landmarks, traditional attire and cultural festivals specific to the host city. Utilizing high-precision cameras and sensors, the installation facilitates touchless engagement, allowing for interactions where users explore their hometown through non-touch gestures. After the portrait is generated, visitors can move their hands to hover over specific sections of the screen to reveal the underlying story, original image, and cultural significance of each local element embedded within their portrait.
‘The Identity Portrait’ successfully connected generative art with traditional values across six major cities in Vietnam. By digitizing thousands of local artifacts into a format that resonated with a new generation, the project achieved significant cultural revitalization. The installation reached an average of 30,000 interactions per location, proving that innovation is most effective when it allows the audience to feel seen and woven into a larger shared story.
