Quiet luxury trend reshapes Vietnam's high-end interior market as Luxury Curator role gains prominence

Quiet Luxury is redefining the high-end interior market in Vietnam as the elite move away from signaling status with logos toward curated experiences. This shift underscores a deeper professionalization of the luxury interiors market, where a Luxury Curator acts as a gatekeeper to sustainable, meaningful pieces. Over the past decade, Vietnam’s luxury consumer market, especially high-end interiors, has grown significantly. The fashion of logos has given way to valued experiences curated by experts. Architect Vuong Dao Hoang notes that the Luxury Curator carries ethical weight; curators must filter out short-term flash to deliver only the most refined and durable pieces to clients. In Vietnam, European Design Solutions (EUDS) leads this model. Rather than importing single items, EUDS curates and certifies value, building a coherent interior ecosystem with European standards. To prove the trend toward quality and sustainability, EUDS has carefully selected brands with long histories. Poggenpohl, founded in 1892, is the world’s oldest kitchen brand in Germany, known for precision and long-term functionality. All products are made in Herford, Germany, using sustainably managed timber, low-emission materials, and low VOC finishes to create a safer living space. Poltrona Frau, established in 1912, is renowned for Pelle Frau leather and a meticulous 21-step tanning process, far exceeding typical 12–15 steps. The brand has supplied royal households and top names such as Ferrari, Porsche, Lamborghini, Singapore Airlines and Cathay Pacific, and has projects around the world including BMW Welt and Louis Vuitton Foundation. In addition to handcraft heritage, Poltrona Frau pursues sustainability through eco-friendly processes and premium materials as part of its ColorSphere 2.0 collection. Vispring, founded in 1901, pioneered the pocket spring mattress and is favored by the British royal family. It uses 100 percent natural, sustainable materials and independent springs that minimize motion transfer. Vispring offers a 30-year warranty. The bringing together of these storied brands under one roof demonstrates EUDS’s effort to professionalize Vietnam’s luxury interiors market, turning shopping into a process of collecting heritage values. The Gallery of ICONS showroom in Ho Chi Minh City, designed with input from Poltrona Frau, operates as a living gallery where brands are presented in a cohesive whole for visitors to feel materials, craft, and the design ethos behind each product, setting a new standard for the luxury interior experience in Vietnam.