CONG TRI FLAGSHIP STORE OPENING

In collaboration with designer Cong Tri for the opening of his flagship store, Dream Studio was responsible for the creative direction and content development of the event, shaping everything from the guest experience to the overall storytelling language. The project was developed around the intersection of heritage and contemporary culture, with the historic Continental Saigon Hotel, one of Ho Chi Minh City’s oldest heritage buildings, selected as the event venue.

Rather than creating a conventional store-opening event, Dream Studio fully embraced the architecture and historical atmosphere of the venue. The entire Continental Saigon Hotel became a living heritage setting where fashion occupied the center stage through the idea of preserving, enriching, and elevating legacy. Warm golden lighting combined with the hotel’s distinctive French colonial architecture created an elegant, highly expressive environment.

Inspired by the intimate haute couture salon presentations of the last century, Dream Studio and Cong Tri revived a nostalgic runaway format: models walking through European-style settings holding numbered placards.. This approach created a unified relationship between space, fashion, and performance art, transporting guests back to the golden age of couture.

For Dream Studio, memorable experiences are not necessarily created through large-scale stages or complex technological effects. Instead, they are driven by the ability to engage in dialogue with a venue, develop strong conceptual ideas, and apply thoughtful creativity to create experiences that resonate emotionally with audiences and fashion enthusiasts.