The launch event of the ROX Signature brand was held at the Ariyana Convention Centre (Danang) on the morning of July 26. ROX Signature marks a bold beginning in the journey of shaping new living standards at an international level with its pioneering project, The Legend Danang.
A New-Era Declaration of Luxury Living
The luxury real estate market in Vietnam is entering a phase of redefining value. Beyond prime locations and lavish designs, this segment increasingly emphasizes sustainable living values, comprehensive amenities, and distinctive lifestyle experiences. This shift reflects the evolving tastes and demands of the elite class while demonstrating the advancement of the market.
Keeping pace with this trend, ROX Signature emerges as a statement of sophisticated and elegant living in the new era. As a high-end real estate brand under the ROX Group ecosystem, ROX Signature is set to develop three product lines: Elite, Prime, and Prestige.
The moment of ROX Signature's brand debut
The developer not only creates upscale projects but also aims to build iconic structures in strategic locations across regions, adhering to top-tier standards and international operations—becoming a living statement for the elite.
Each development by ROX Signature carries a unique identity while contributing to the narrative of sustainable urban development in its respective location.
Rather than catering to the mass market, ROX Signature targets pioneering clients—those in search of enduring value and a distinct personal identity in their living space. This is how the brand positions itself as a developer redefining lifestyle standards in the market.
The name ROX Signature embodies the concept of personal imprint and the unique lifestyle of each owner. It also affirms the brand's commitment to creating legacy properties that reflect individuality and long-lasting value over time.
Speaking at the brand launch ceremony, Ms. Le Thu Trang, CEO of ROX Signature, stated, "We believe that every individual is unique, carrying their own dreams, aspirations, and lifestyle. Therefore, their living space must also affirm that uniqueness—an artistic creation marked by a personal signature that cannot be replicated. With that profound belief, ROX Signature was born not merely to construct but to craft soulful living spaces. We are committed to creating iconic structures, partnering with leading international firms, and applying technology and art to deliver the most fulfilling living experience for our distinguished community."
Ms. Le Thu Trang, CEO of ROX Signature, speaking at the brand launch event and project introduction
The Birth of a Legend by the Han River
Also at the event, ROX Signature officially introduced its first iconic project: The Legend Danang—a personalized living space dedicated to the elite in Danang City. The project boasts a prime location at plot A20, An Hai Ward, with four frontages on Ngo Quyen, Mai Hac De, Vo Van Kiet, and Ly Nam De streets—right at the foot of Dragon Bridge. With a total investment exceeding VND 3,000 billion, The Legend Danang is developed on an 11,487 sqm site, featuring two towers: a 29-storey luxury apartment tower with 3 basement levels, and a 25-storey international 5-star hotel tower also with 3 basement levels, offering high-end commercial apartments, serviced residences, and hotel rooms to the market.
ROX Signature representative introducing The Legend Danang project
Driven by the ambition to create a true icon continuing the legacy of the Han River, ROX Signature has dedicated its full efforts to this debut project—from development strategy and architectural design to landscaping, operational standards, and living experiences.
The Legend Danang is located next to Dragon Bridge, continuing the urban flow with a modern and inspiring presence
The developer has collaborated with leading strategic partners to ensure the project's stature and international lifestyle standards. Among them, HBA Singapore is shaping the 5-star architectural and interior design; NDA Landscape—master of landscape artistry—is creating a home-resort retreat in the city center; Boydens Engineering delivers optimal MEP solutions to European green standards; and Ardor Green provides strategic consultancy on sustainable development following the international EDGE standard.
The Legend Danang offers a 5-star resort-style experience through its exclusive concierge amenities such as: a 5-star reception lounge, 3D golf, cinema room, business lounge, banquet hall, dual four-season infinity pools, and a sky observatory with panoramic views of the Han River.
5-star resort living experience at The Legend Danang
Thanks to this, the project has quickly carved out a distinct position in the market from the outset. Beyond its value creation based on international standards, The Legend Danang is making a strong impression through its methodical development strategy and the credibility of the ROX Signature brand, with core competencies inherited from the ROX Group ecosystem.
The Legend Danang is generating a strong impetus for the high-end real estate market in the Central region and is expected to become a new visual landmark on the city's skyline. The project also contributes to the vision of transforming Danang into a livable, sustainable, and identity-rich international city.
More than just a luxury real estate product for the elite, the project serves as ROX Signature's first statement on aesthetic taste, personal identity, and refined, enduring lifestyle standards. From this pioneering project, ROX Signature will continue its journey of creating legacy developments at iconic locations in other key urban centers nationwide.
With the brand launch event, ROX Signature not only officially introduces a new real estate icon but also delivers a strong message: the era of exceptional lifestyle standards has begun. And The Legend Danang—a new legend on Danang land—has been born, setting the standard for refined living and inspiring its deserving owners.