one and half years ago leading japanese retailer beams tested the water with a pop-up store, and evidently bangkok's demographic of upward-moving young consumers liked what they saw. well, how could they not? beams has now returned to the thai capital to set up shop permanently, and it does so at the city's newest hub of leading lifestyle brands, the multi-storey emquartier mall. it's the japanese retailer's very first standalone store in southeast asia, and we have the impression it'll serve as a blueprint for rapid expansion across the region in the coming years. aiming for a broad client base, the store occupies a ground floor unit of approx. 170 sqm. [1,830 sq.ft.] and boasts an interior design that's less outspoken than that of beams' stores across japan, featuring different settings captured in white and beige, and accentuated by furniture pieces in dark wood. the new store carries is curated selection from beams' many collections, and includes men's and women's casual apparel, shoes and accessories. location: emquartier, 693 thanon sukhumvit, shop 1a-09/10 [sukhumvit].