Vietnam Runway store makes four.

The new store is its smallest and takes centreplace on the first floor of the refurbished Diamond Plaza in downtown Ho Ci Minh City.

Branded RRR Runway, it follows the format of the third store in the network, aimed at a younger shopper and stocking “affordable luxury brands”, or diffusion brands, such as McQ, Marc by Marc, See by Chloe, Diane von Furstenberg, Jil Sander Navy, Tara Jarmon, Piazza Sempione, Paul Smith Junior, Little Marc and Gaultier Junior.

Runway was launched in 2008 to introduce a wide range of fashion to Vietnam. It has two large stores in Hanoi and Ho Chi Minh City’s Vincom Plaza.

Early this year it opened its first RRR store at Crescent Mall in the popular expatriate area District 7.

Each store is distinctly different in its interior design and fitout, with Runway using Italian architects to devise and implement themes.

The Diamond Plaza store is entirely encased in glass. Some 7200 polycarbonate poles painted shiny white hang from the ceiling, at different lengths, creating a curved cave like or cocoon feel. Downlighting creates a special effect using reflections.

In the middle of the shop, in a rigid white cube, are a fitting room, storage and cash desk.

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