On January 30, SIS CONTINENTAL officially opened its doors at the Continental Saigon Hotel — a landmark that has stood at the heart of Ho Chi Minh City for over 145 years. On its opening day, the boutique space was activated as a natural continuation of its historical surroundings, where architecture, fashion, and human movement […]
On January 30, SIS CONTINENTAL officially opened its doors at the Continental Saigon Hotel — a landmark that has stood at the heart of Ho Chi Minh City for over 145 years. On its opening day, the boutique space was activated as a natural continuation of its historical surroundings, where architecture, fashion, and human movement coexisted in a shared, harmonious rhythm.
SIS CONTINENTAL boutique is introduced by S&S Group as a new milestone in the development of curated fashion spaces in Vietnam. The project reflects the group’s direction in creating spatial touchpoints that are thoughtfully structured, where brand identity, architecture, and experience are brought together within a deliberate framework. Through SIS CONTINENTAL, S&S Group continues to affirm a long-term approach, emphasizing the sustainability of experience and the ability to cultivate cultural value alongside its role in fashion distribution.
At the Grand Opening, guests were invited into a heritage setting defined by a sequence of interconnected vaulted corridors inspired by the architectural language of Parisian passages. Each display area unfolded as a distinct pause along the journey, gently guiding the eye and the senses in an intuitive flow. Leading fashion houses including TOM FORD, GIVENCHY, BERLUTI, and BRUNELLO CUCINELLI appeared in succession — each preserving its individual identity while being placed within a unified spatial structure, allowing products to be experienced in direct dialogue with space and light.
From this perspective, SIS CONTINENTAL approaches heritage architecture as a living entity. Rather than imposing heavy interventions or restructuring the space, contemporary elements are introduced in a manner that follows and respects the existing framework. Vaulted ceilings, classical columns, and time-worn architectural surfaces are left exposed, becoming visual counterpoints where the past continues to be present, accompanying the contemporary values represented by each maison.
This approach aligns naturally with Brunello Cucinelli’s philosophy of ‘Genius Loci’, where the soul of a place is understood as an essential starting point. In heritage settings, contemporary intervention is guided by restraint — not seeking to replace the past, but to restore and frame it so that historical presence can continue to coexist with future-oriented values.
Inside the Grand Opening space
Within this setting, the collections were presented in a manner closely aligned with real-life experience, focusing on silhouette, material surfaces, and craftsmanship details. Garments, accessories, and footwear no longer functioned as static displays, but became part of a continuous flow, allowing guests to observe, touch, and sense the distinctions born from the artisanal expertise unique to each fashion house.
Singer Bùi Lan Hương at the opening event
Actor Samuel An at the opening event
Model Thanh Trúc Trương at the opening event
KOL Lý Thành Cơ at the opening event
Art Director Viclee, KOL Huang Long, and KOL Lý Thành Cơ at the opening event
Alongside the display areas, a series of experiential activities unfolded as an additional narrative layer, expanding the story of craftsmanship within a contemporary context. Live portrait sketches were created directly within the boutique, capturing the demeanor and individuality of each guest through swift, decisive strokes. Rather than aiming for formal perfection, each sketch focused on capturing emotion and personality at the moment of presence.
Miss Global 2025 Như Vân experiencing the live illustration activity at the opening event
At another stop along the journey, Berluti’s Patina demonstration offered a direct view into the leather treatment process and the construction of handcrafted color layers. Each step — from selecting tonal nuances and adjusting intensity to building depth on the leather surface — was carried out slowly, in full view of the audience. The process revealed how a product is shaped not solely by technique, but by experience, sensibility, and the artisan’s patience.
Berluti colorist presenting the house’s exclusive Patina technique
Within the overall spatial composition, these experiential moments did not exist as isolated highlights, but operated in rhythm with the architecture and the products. From portrait sketches to layered Patina hues, all elements converged around a shared spirit: honoring craftsmanship and the presence of the human hand in the creative process.
As the event concluded, SIS CONTINENTAL emerged as a space where fashion and artisanal craft coexist within the living rhythm of heritage architecture. Set against the more-than-a-century-old structure of the Continental Saigon Hotel, SIS CONTINENTAL officially enters the city’s cultural flow as a new intersection between heritage artistry and contemporary fashion sensibility.
Discover SIS CONTINENTAL — where contemporary fashion, artisanal craftsmanship, and the rhythm of heritage architecture coexist, offering a way of experiencing fashion shaped by space, light, and human presence.
SIS CONTINENTAL
Continental Saigon Hotel
132–134 Dong Khoi Street, District 1, Ho Chi Minh City
Hotline: +84 28 730 79879
Opening hours: 10:00 – 21:00, Monday to Sunday
