Thai luxury brand BOYY makes a big splash in Bangkok‘s fast-evolving luxury retail arena. Founded almost two decades ago in New York City by husband-and-wife team Jesse Dorsey and Wannasiri Kongman, the company has since relocated its operations to both the bustling Thai capital and Milan. Given the founders’ backgrounds, BOYY maintains an international yet quirky perspective, offering women’s handbags, shoes, accessories and clothing to a clientele with a similar global mindset and playful fashion sense. Operating a number of stores in Bangkok, the brand upped the ante last year with a striking flagship store in Milan‘s highly prestigious Duomo district, and now, it has inaugurated an equivalent retail space in what’s arguably Bangkok‘s most prestigious shopping centre—Central Embassy.
The retail space, situated on Level 2, sees a renewed collaboration with FOS a.k.a. Thomas Poulsen, a Danish artist based in Copenhagen. And if you ask us, the store introduces a brand new retail aesthetic in the upper segment of retail, not only in Bangkok, but in all of Southeast Asia. The design is lightyears away from the usually polished and glitzy aesthetic found in luxury retail in the region, and instead, it tickles the shoppers’ senses with a raw, Brutalist-inspired backdrop. Unsurprisingly, the design concept, dubbed A city (read: the flagship store) within a city (read: the shopping centre) within a city (read: Bangkok), aims to create a more engaging ambiance, one where shoppers immerse themselves in an adventurous kind of unpredictability and a more profound sense of personalisation.
A backdrop of exposed concrete bricks – mind you, the bricks are even alternated by curtains with such a motif – is paired with a series of volumes crafted from matching aerated concrete blocks and meticulously dipped in a beige hue, serving as dividers and displays at the same time. Artsy accents, such as tiered metal wall lamps, an undulating, bright red metal clothing rack, and a decorative glazed metal ring, cheekily offer a contras to the predominant austerity of the premises. Apart from the aforementioned light fixtures, functional lighting is provided by ceiling light spots, and notably, expansive suspended light boxes which add to the visual dynamic of the retail space. The new BOYY flagship store stocks the brand’s full range of women’s apparel, handbags, shoes, and accessories. © superfuture.com
BOYY
Central Embassy, 1031 Thanon Ploenchit, Shop L2-20/1R
Bangkok 10330
Telephone +66 2 1605843
Daily 10am-9pm
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