MISSION
Located in District 1 in the historic centre of Saigon and home to the first Mandarin Oriental hotel in Vietnam, UNION SQUARE SAIGON offers some 91,000 sqm of luxury retail space over six floors and is the most expensive real estate in Vietnam.
Tomorrow+Partners was approached to develop proposition, strategy, and brand as well as the retail concept of UNION SQUARE SAIGON to become the new premier retail destination in South East Asia.
SOLUTION
UNION SQUARE SAIGON has been an important destination in Vietnam since first finding fame in the late 19th century as the "Hôtel des Nations" - the "Pearl of the Orient". Following the acquisition from Vingroup by VTP in 2013 in the biggest real estate deal in Vietnam, UNION SQUARE SAIGON is undergoing complete reconstruction and repositioning as the premier retail destination in South East Asia and home to the only Mandarin Oriental Hotel in Vietnam.
Tomorrow+Partners were engaged to develop proposition, strategy and brand as well as the retail concept and retail brand mix for the project.
This included the proposition, strategy and identity of the development including the visual identity, navigation and wayfinding, marketing and advertising concepts, interior design, retail concept and brand mix, digital spaces and activation.
CLIENT
UNION SQUARE SAIGON
INDUSTRY
Fashion + Retail
VISION
The premier retail destination in South East Asia
SCOPE OF WORK
Strategy, Brand, Consultancy
SERVICES
- Consultancy
- Insight & Intelligence
- Think Tanks
- Strategy
- Proposition
- Brand Identity
- Wayfinding
- Interior Architecture
- Retail Concept
- Brand Mix
- Website and Digital Applications
- Activation Program
UNION SQUARE
SAIGON
The face of experiential luxury.
A premier retail destination in South East Asia.
WORK
