Featured store: Precita, Ho Chi Minh City

Emerging jewellery brand, Precita, has opened a stylish flagship in the centre of Ho Chi Minh City in Vietnam, designed by a Hong Kong company.

With its traditional focus being on monetary value, the Vietnamese jewellery market is proving a challenge for international brands. With that in mind, Stefano Tordiglione, chief designer for the company bearing his name, sought to create a balance between sensitivity and boldness, introducing fashionable jewellery pieces in a modern and chic light with an eye on the classic vogue. His client was Ben Thanh Jewelry JSC.

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Visitors to the bright, 150sqm store are drawn in by the jewellery cabinets with smooth lines of subtle blue edging. The grandeur and the historical structure of the Vietnamese building is softened by soft stucco white walls and large wall cabinets reminiscent of windows, where a sense of contemporary feel is highlighted in a touch of sky blue – the brand’s colour.

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The feature wall behind the circular display unit highlights a geometric pattern reinterpreting the word ‘Precita’ in oak and glass, a unique expression of the brands identity created by the designer.

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A VIP area displays higher-value items in a secluded area inside the boutique.

“Here transparent cabinets and mirrors are accompanied and differentiated by wooden lines, which descend to hold them suspended in an atmosphere of lightness and curiosity,” explains Tordiglione.

“The floor is a deliberately open space that looks out over the entryway, inviting a breath upon entry and exit with an ample double-height space over the 8m-high facade.”

The materials were chosen to represent the character of the brand. The cabinets are off-white, with subtle recalls of the Precita pattern in relief, rose-gold coloured metal edging the glass and brand pattern and colour.

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“The brand logo frame is given modern assurance by a scraped concrete background, while clean grey stone flooring is surrounded by oak to add warmth. Wood also holds the legs of the cabinets where they meet the floor, giving a sense of lightness. The store lights marry form and function, illuminating the precious pieces and also forming a starry night from the exterior.”

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The facade, inspired by American 1950s style, stands unique and clean.

Explains Tordiglione: “It expresses the defining elements of the store in layers – the cool blue lines against clean beige stone, the unique Precita pattern that forms the visual identity of this new brand.

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Together with the repeated light fixtures, they all combine to create a tone of graceful dynamism.

“At night the LED lights come on, framing and confirming the presence of a new brand, and a refreshed way of thinking about jewellery.”

Stefano Tordiglione Design Ltd completed the project in May of this year. Precita currently has three stores in Ho Chi Minh City.

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