One Central, Saigon,
Media Launch

JANUARY 2026

Our latest international project: One Central Saigon. We’re proud to share that Brand & Co has been appointed to lead the branding, strategy, activation and marketing for this landmark development in Ho Chi Minh City.

Recently unveiled at an exclusive media launch in Saigon, the project marks a significant moment not only for the city, but for the future of integrated luxury development across Vietnam.

Rising in the heart of District 1, One Central Saigon is more than an architectural statement. Positioned beside the iconic Ben Thanh Market and surrounded by some of the city’s most significant cultural and commercial landmarks, it represents a new chapter for Saigon, where heritage, ambition and contemporary life converge at a global scale.

Envisioned as a world-class integrated ecosystem, One Central Saigon brings together ultra-luxury hospitality, branded residences, curated retail and dining, and premium commercial workplaces within one connected destination. More than a mixed-use development, it has been conceived as a cultural and civic landmark, one that reflects the energy, creativity and international future of modern Vietnam.

The recent media launch offered a first look into this bold vision, introducing a project designed to become a defining symbol of Saigon’s continued evolution on the world stage. From architecture and urban integration through to lifestyle and experience, every element has been considered to create a destination that feels globally significant, while remaining deeply connected to the spirit of the city.

We’re honoured to partner with Masterise Group on this extraordinary project and look forward to shaping a brand that reflects the ambition, confidence and cultural momentum driving Vietnam forward.