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Some cafes have become attractions in their own right, drawing visitors for their architecture and atmosphere as well as their food and drinks.
A 2026 OpenTable report found that 58% of surveyed Americans considered a venue's appearance on Instagram or TikTok an important factor when choosing where to dine, while 54% said they would pay more for a distinctive atmosphere. While the figures relate to the U.S. market, they indicate how design can influence dining choices alongside food and service.
In Phu Quoc, Apollo Cafe takes this approach in Sunset Town on the island's southern coast. Developed by Sun Group, the area features Mediterranean-inspired architecture, Kiss Bridge and evening entertainment with fireworks.
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Apollo Cafe in Apollo Square in Sunset Town, Phu Quoc. Photo courtesy of Sun Group |
Apollo Cafe has adopted a distinctive concept of its own, recreating elements of the surrounding town upside down on its ceiling.
American architect Bill Bensley, known for theatrical hospitality works, designed the cafe. Architectural elements inspired by Sunset Town have been recreated across the ceiling in what the venue calls an "Upside-Down Sunset Town."
Visitors can see familiar features of the surrounding area suspended overhead, including the clock tower. The design links the cafe's interior with the destination outside.
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Inside Apollo Cafe. Photo courtesy of Sun Group |
Architectural details inspired by Sunset Town are recreated across Apollo Cafe's ceiling as part of its "Upside-Down Sunset Town" concept.
The cafe serves coffee mixed with tropical fruits and herbs, along with French-style pastries.
Private cocoon-like booths offer more secluded seating.
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Private cocoon-like booths inside Apollo Cafe. Photo courtesy of Sun Group |
The experience changes throughout the day.
In the late afternoon, visitors can watch the sunset over Sunset Town.
After dark, some seats offer views of fireworks from the "Kiss of the Sea" and "Symphony of the Sea" shows.
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Guests at Apollo Cafe capture fireworks from a show. Photo courtesy of Sun Group |
The cafe's design, views and location offer different experiences depending on the time of day, from exploring the upside-down architecture to watching the sunset and evening fireworks.
