ho chi minh city: l'usine store opening

newly opened l'usine certainly has raised the bar for cool retail in ho chi minh city. the combined store, café and gallery was conceived by paul norriss and his business partner darren chew. the two stumbled across an exceptional lofty space in a 19th century building downtown, and were immediately taken by the grandeur. a garment factory [hence the name l'usine, meaning factory] in bygone colonial times, the place had become pretty rundown. norriss and chew restored the 400 sqm. space to its former glory, creating a unique retail environment that very much evokes the sultry charm of indochina in the 1930s. l'usine's store aims to serve a savvy clientele and stocks a wide range of edgy brands for men and women that are exclusive to vietnam. the merchandise includes apparel brands such as rittenhouse, twenty8twelve and penfield, but also shoes, accessories, homewares and supercool vintage track bikes. the café, oozing a sophisticated colonial-industrial vibe, is located in front. it caters to famished shoppers with sandwiches, cakes and refined teas, and also features an outdoor terrace. separated from the store by a giant steel door is l'usine's gallery space. each month the work of a selected artist will be put on display here. location: 151/1 dong khoi street [district 1]. © l'usine