Brand & Co Appointed on One Central Saigon

FEBRUARY 2026

We are proud to share our appointment to lead the brand strategy, identity and creative direction for One Central Saigon, a landmark integrated destination positioned within the historic centre of Ho Chi Minh City.

Developed by Masterise Group and located directly opposite Ben Thanh Market in District 1, One Central Saigon has been conceived as Vietnam’s first mixed-use luxury destination of its kind. The Ritz-Carlton, Saigon marks the hotel brand’s debut in Vietnam, alongside The Ritz-Carlton Residences, Saigon, premium workplaces, retail and hospitality experiences.

The creative direction draws from Song Long Ngậm Ngọc, the Vietnamese motif of Twin Dragons playing with a Pearl. Interpreted through a contemporary lens, the pearl became the defining element of the identity,  representing prosperity, wisdom and the idea of One Central Saigon as the symbolic centre of the city.

Our scope also extends to the strategic positioning and marketing of The Ritz-Carlton Residences, Saigon.

The work is now underway with the official launch expected May 2026.