Gallery of ICONS: EUDS’s Journey in Creating a Refined Living Experience

On the evening of May 15, 2026, EUDS and its partner Tam Minh co-hosted the Grand Opening of the Gallery of ICONS showroom. More than a traditional opening ceremony, the event introduced a new perspective on luxury living in Vietnam, where interiors are experienced not simply as spaces, but as a journey through emotion, culture, and lifestyle.

Unlike a traditional showroom, the Gallery of ICONS is conceived as a curated space where every brand, material, and thoughtfully considered detail carries a story of its own. Here, guests do more than simply “view” the products. They step into a fully realized living environment, where emotions unfold through light, materials, craftsmanship, and a rich multisensory experience.

Within this iconic setting, EUDS brings together some of the world’s leading brands, united by a shared commitment to craftsmanship, heritage, and innovation. These include Poggenpohl, the world’s oldest kitchen furniture brand, founded in 1892; Poltrona Frau, renowned for its celebrated Italian leather craftsmanship; and Vispring, the pioneer behind the pocket spring system since 1901 and a benchmark in bespoke mattresses for the British Royal Family.
Also contributing to this contemporary living landscape are DEDON, a pioneer in luxury outdoor furniture, and Schmalenbach, known for its precision-engineered bespoke storage solutions. All are seamlessly brought together through the bespoke lighting solutions of Tam Minh, which enhance the architectural lines and reveal the authentic beauty of each material.

One of the most memorable highlights of the evening was a series of immersive, hands-on experiences that conveyed the spirit of “Quiet Luxury” in a natural and compelling way. At the heritage Poggenpohl kitchen, a live cooking performance by Chef Thach Ta, Founder of Fluid, allowed guests to experience firsthand not only the exceptional functionality of the kitchen system, but also its ability to foster connection and bring people together within the space.

Alongside this, the presence of international artisans from Poltrona Frau and DEDON offered guests a rare opportunity to witness the meticulous craftsmanship behind each creation. From every precisely executed leather stitch to the intricate hand-weaving of each fiber, every detail was completed before the eyes of the audience. It was a powerful reminder that true luxury is not defined by ostentation, but by time, mastery, and the depth of human creativity invested in every creation.

Speaking at the event, Federico Muzio, Vice President of Sales for Asia Pacific, Greater China and India at Poltrona Frau, expressed his strong confidence in the strategic partnership with EUDS, citing their shared vision and deep understanding of the brand’s heritage. He praised the EUDS team for its ability to convey the essence of Poltrona Frau to Vietnamese clients, presenting the brand not simply as a furniture house, but as an icon of a complete luxury lifestyle.

The Gallery of ICONS experience was further elevated through the presence of a distinguished group of international partners. Guests immersed themselves in contemporary floral artistry by Métaphore, enjoyed refined soundscapes through Bang & Olufsen’s audio systems, experienced the spirit of RIMOWA, and shared inspiring moments over glasses of Moët & Chandon champagne. Together, these collaborations transformed the Gallery of ICONS into a true destination for a community passionate about design and elevated living.

The creation of the Gallery of ICONS also represents EUDS’s long-term response to the increasingly discerning needs of Vietnam’s luxury clientele. Today’s high-end consumers are no longer simply seeking individual pieces of furniture, but a living environment that reflects their personal identity, cultural depth, and distinctive sense of style.

Speaking about the development vision for the Gallery of ICONS, Adam Fowler, Chairman of EUDS, shared:

“Vietnamese consumers are increasingly seeking deeper values for their homes, from heritage and a brand’s history to truly bespoke possibilities for personalization. Every brand represented at the Gallery of ICONS has been carefully curated to meet these evolving expectations. Together with Tam Minh and our global partners, we hope this space will become a meeting point for the design community and make a meaningful contribution to the future of the luxury interiors industry in Vietnam.”

The Gallery of ICONS is now officially open, welcoming clients, architects, and interior designers to explore, experience, and discover the world of exceptional design, while joining EUDS in creating living spaces that reflect a truly distinctive personal identity.