Tam Son Group
Creative Director | Viet Tu
Event Production & Operations | AAA & Dream Studio
On October 10, 2012, Hermès inaugurated its new boutique on the ground floor of Vincom Eden in Ho Chi Minh City. This followed the success of its first Hanoi boutique in 2008, a milestone also conceptualized by Viet Tu. For AAA & Dream Studio, the creative challenge of this inauguration extended beyond merely organizing a conventional store launch. The objective was to translate the Hermès ethos into an immersive lifestyle experience rather than relying on standard performance activities, thereby honoring the brand's inherent sophistication. Consequently, the theme “A Swinging Silk Party” was developed, transforming the event into an evening steeped in the historical heritage and elegant lifestyle of the French elite.
Dream Studio orchestrated the event's pacing to mirror a high-fashion soirée, where guests did not merely attend an opening ceremony but became an integral part of the performance space. Silk, a material deeply intrinsic to the world of Hermès, was developed into the overarching visual inspiration. This established a seamless connection between the products, the spatial design, and the brand activations taking place throughout the evening.
The event welcomed over 300 VIP clients and prominent figures in Ho Chi Minh City. Notably, the distinguished presence of Mr. Patrick Thomas, Chairman of Hermès, and his wife added profound significance to the milestones achieved by Hermès Vietnam during its ongoing expansion journey within the country.
For AAA & Dream Studio, “A Swinging Silk Party” demonstrated a distinctive approach to premium brand events. Moving beyond traditional event execution, the team curated an environment where the brand's core DNA could be deeply felt through an authentic lifestyle atmosphere and contemporary spirit. This project also exemplified how Creative Director Viet Tu integrates his personal aesthetic vision into the experiential space, engineering distinctive events while fully preserving the unique identity and heritage of the brand.
