[INTERVIEW] DEFINING THE “LUXURY CURATOR”: ARCHITECT VUONG DAO HOANG ON THE ART OF CURATING LUXURY INTERIORS

As Vietnam’s high-end interior market undergoes a profound shift from “Logomania,” the culture of overt logo display, to “Quiet Luxury,” the role of the curator has become more significant than ever. EUDS sat down with architect Vuong Dao Hoang to unpack the concept of the “Luxury Curator” and explore the stories behind the heritage icons showcased at EUDS Gallery of ICONS.

1. What are your thoughts on the concept of the “Luxury Curator,” which has been gaining increasing attention in recent years?

Architect Vuong Dao Hoang: I really appreciate this question because it touches upon the very essence of the profession. Etymologically, the word “Curator” comes from the Latin word “Curare,” meaning “to care.” A curator is not simply someone with a discerning eye for beauty. They also carry the responsibility of safeguarding genuine value. In a world of ever-expanding material abundance, the curator serves as a kind of ethical filter. They must possess both the conviction and integrity to look beyond fleeting forms of glamor, filtering out the superficial and preserving only what is truly refined, enduring, and worthy of being placed in the hands of their clients.  

2. How do you view the emergence of this model in Vietnam’s current interior design market?

Architect Vuong Dao Hoang: Vietnam’s market is certainly not short of companies importing high-quality furniture. However, importing and curating are two entirely different disciplines. Most businesses still operate primarily as “Distributors,” meaning they simply sell what the brands have to offer.  

A true Curator model requires the company to have a systematic and highly considered approach. From what I have observed, EUDS, European Design Solutions, is making a genuine effort to move in this direction. What I find particularly interesting is that EUDS does not position itself simply as a showroom, but rather as a cultural curator. Its portfolio brings together Poggenpohl, the pioneer of the modern kitchen; Poltrona Frau, a benchmark for Italian leather craftsmanship; Vispring, the inventor of the pocket spring and a brand chosen by the British Royal Family; and Schmalenbach, known for its one-of-a-kind cabinets. Bringing these brands together reflects a carefully considered understanding of how function and emotion can complement one another. It is an ambitious and challenging direction, but one that is essential if the market is to move beyond fragmentation.

EUDS is gradually building a distinctive portfolio of heritage-rich brands

3. From a professional perspective, what do you think sets EUDS’s curated brand portfolio apart?

Architect Vuong Dao Hoang: What I value most about this portfolio is its sense of curation and discernment. Looking at established names such as Poggenpohl, Poltrona Frau, and Vispring, one can immediately recognize EUDS’s refined aesthetic filter: it selects only true Icons with a long-standing heritage and mastery of exceptional craftsmanship, shaped through exacting production processes in Europe.  

To me, this portfolio represents far more than a collection of products. It is a testament to refined taste. When a company succeeds in bringing together such discerning and exceptional brands under one roof, it makes a powerful statement about its vision and holds great promise for the future.

It gives architects and designers the confidence that whatever EUDS brings to the market in the future, whether it is a simple spoon or a statement light fixture, will meet the same exacting standards. The consistency in quality, their respect for intellectual property, and their deep understanding of craftsmanship give us complete confidence when specifying and working with their products.

Architect Vuong Dao Hoang at EUDS showroom 

4. EUDS’s new showroom has been developed around the “Gallery of ICONS” concept. From your perspective, what role do experiential spaces like this play in the luxury interior design industry?

Architect Vuong Dao Hoang: This is an inevitable principle of psychology in the world of luxury. Once consumers reach a point of material abundance, they no longer respond to advertising or elaborate promises. They trust their intuition and their own experience.  

EUDS’s Gallery-style showroom addresses precisely this point of connection by offering an immersive, multisensory experience and inviting visitors to discover the stories behind each interior icon. In the luxury segment, silence speaks volumes. There is no need for anyone to explain. Let the client open and close a cabinet door, or lean back into a chair and experience it for themselves. That is when the human quality of a product truly reveals itself. For architects, this space creates an opportunity for clients to engage in their own dialogue with the products. Only through a sufficiently profound experience can they truly understand the value of the “Quiet Luxury” that we aspire to bring to life.

5. What message would you like to share with architects and clients who are seeking a truly luxurious living space in Vietnam?

Architect Vuong Dao Hoang: To create a great symphony, every role must be precisely defined. If we think of the home as a symphony and the architect as the Conductor, the one who holds the soul of the composition, then the Luxury Curator is the Concertmaster.

A Conductor needs a Concertmaster, someone with exceptional technical mastery and a deep understanding of the artistic vision, to translate every note into its most precise expression.

My message is this: Architects, interior designers, and Curators should collaborate like a Conductor and Concertmaster in a symphony orchestra. Let the Curator’s deep knowledge of materials and functionality support the architect or designer’s creative vision and artistic intent. It is the harmony between the Conductor and Concertmaster that ultimately creates living spaces that are both deeply moving and enduring.

ABOUT EUDS – EUROPEAN DESIGN SOLUTIONS

EUDS is a pioneer of the Luxury Curator model in Vietnam, offering exclusive distribution and comprehensive interior solutions from leading European heritage brands.

EUDS’s philosophy and vision come to life at the Gallery of ICONS, located at 72 Nguyen Co Thach Street in Ho Chi Minh City. Developed with design consultation from the Poltrona Frau architectural team, the space is conceived as a “living gallery,” where iconic pieces are brought together within a cohesive whole rather than presented as isolated displays.

The space is designed to offer a direct, immersive experience, allowing architects and clients to appreciate the materials, craftsmanship, and design philosophy behind each piece. As Architect Vuong Dao Hoang puts it: “In the luxury segment, silence speaks volumes. When clients experience a product firsthand, its true value speaks for itself.” Gallery of ICONS thus becomes a tangible point of connection with the enduring values of luxury in the high-end interior design market.

Contact EUDS – European Design Solutions

• Showroom Hà Nội: Tầng 1, Tòa MHDI, 60 Hoàng Quốc Việt, Cầu Giấy, Hà Nội
• Showroom Tp. Hồ Chí Minh: Tầng 1, Tòa B2 Sarimi, 72 Nguyễn Cơ Thạch, phường An Khánh
• Phone number: (+84) 948 69 1919 | (+84) 948 90 1818
• Website: https://euds.com.vn/