Explore iTVC’s Hanoi Centre: Where Retail Art Meets Hanoi’s Cultural Heritage

Inspired by 175 Nguyen Thai Hoc

Set to open its doors in late 2025, Hanoi Centre has already captivated the hearts of both young individuals and families alike. Its appeal lies in the harmonious blend of lush green spaces and the preservation of a centuries-old banyan tree, nestled in the heart of the capital. Beyond its contemporary facade, the address at 175 Nguyen Thai Hoc boasts a rich historical tapestry. A journey through time reveals its past as a coin mint during the Indochina era, later transforming into the Tien House Prison, and subsequently the Tien Bo Printing House, which holds cherished memories for generations of Hanoi residents. These layers of history converge to create a unique urban narrative, where the past and present intertwine seamlessly.

This narrative is beautifully captured in the iTVC, where the essence of “The Centre of Times” is unveiled. Rather than contrasting modernity with heritage, Hanoi Centre chooses to weave the imprints of various eras into a unified story. The film eschews a linear approach, opting instead for seamless match-cut editing between streets, people, and experiential moments, creating an endless flow. Hanoi’s identity emerges organically through everyday details, placed in a contemporary context that feels both familiar and modern. The characters in the video are not mere models but embody the essence of the city, reflecting the selves that customers can see mirrored in Hanoi’s rhythm of life. At its core, “The Centre of Times” celebrates a distinct trait of the capital’s people: the art of refined living.

Each individual is a piece of Hanoi, and each person carries a version of “Hanoi” within themselves (Image from Video)

Celebrating Hanoi’s Refinement Through Retail Art

The essence of Hanoi’s refinement is beautifully captured in the ancient folk verse, “The highest peak is Ba Vi Mountain / The most historic, the most beautiful, is Thang Long Capital.” This unique lifestyle elevates the “Capital’s essence” to a gold standard of cultural values. Hanoi’s refinement is not about external opulence but about the depth of a harmonious lifestyle, measured manners, and refined aesthetics. Hanoians appreciate authenticity, savor the right flavors in the right seasons, and embrace simplicity with elegance in their dress. This refinement is further crystallized through timeless pastimes such as flower appreciation, tea ceremonies, and keeping pet birds—activities that require inner tranquility. In Hanoi, every daily need is elevated into an art form.

Hanoi’s culinary refinement extends beyond taste to encompass dining with style (Setting: Vua Cha Ca Restaurant – Hanoi Centre, Image from Video)

In Hanoi Centre’s iTVC, this spirit is reinterpreted through a modern retail lens, where shopping, dining, and entertainment merge into a unified urban rhythm. The film guides viewers through a series of emotional moments, showcasing various urban spaces and experiences. This spirit is further amplified at Hanoi Centre through a curated selection of international brands and first-of-their-kind store models, including Urban Revivo, BERSHKA, ZARA Concept Store, adidas Hanoi Brand Center, BOSS Flagship Store, Coach, and Swarovski. The culinary experience offers a fusion of international and local flavors, featuring OVO Egg Tart, Japanese green tea Nagocha, and Vua Cha Ca. Entertainment options are equally diverse, with Galaxy CineX cinemas and the Timezone interactive zone, creating a multi-layered complex that caters to all tastes. At Hanoi Centre, shopping transcends mere transaction—it becomes a way to express one’s aesthetic and immerse oneself in Hanoi’s unique rhythm of life.

Hanoi Centre’s modern space seamlessly integrates into the quintessential Hanoi refined shopping experience (Image from Video)

Beyond a mere advertisement, Hanoi Centre’s iTVC captures slices of life from events held at the center, extending the narrative of this destination. “The Centre of Times” is more than a communication message—it’s a reflection of urban life in the heart of Hanoi, a city where heritage and modernity coexist harmoniously.