Born into a dynasty of Thai power retailers, Barom Bhicharnchitr eventually joined the family business after graduating from a college on the U.S. East Coast. But while taking up the position of managing director of Central Embassy, arguably the leading luxury shopping centre in Bangkok, the promising executive also launched SIWILAI on its premises, a quirky multi-brand store concept with a strong personal touch since it reflected much of his personal interests. Since its inception in 2014, the SIWILAI store very much captured the zeitgeist among the Thai capital’s jeunesse dorée at the time, a savvy, educated and also well-heeled demographic who had been around the block more than once, seeking a cool lifestyle, entertainment, and last but not least, matching style. In short, all the things they indulged in while studying or travelling abroad.
SIWILAI‘s offerings resonated quite well, and to such an extent that the store spawned popular satellite venues at Central Embassy in the years after its launch, such as a café, rooftop bar, a music bar, and just a few months ago, a design-led club in the buzzing Thonglor area of town. Mind you, Bhicharnchitr also masterminded Central The Original Store, a rather brilliant initiative which put the roots of Central Group, his family’s retail business, front and centre by way of another cleverly created hybrid retail concept for young consumers. Going back to SIWILAI, the store truly is a cornerstone of modern Thai youth culture and lifestyle. And now, coinciding with its tenth anniversary, it has relocated to new premises on Level 2 of the glitzy shopping centre, rubbing shoulders with boutiques of like-minded brands, such as BOYY, Stüssy and Mr. Porter.
For the design of the new store, Bhicharnchitr tapped Tripster, Tokyo-based design practice which previously designed the store’s affiliated club venue. In stark contrast to SIWILAI‘s previous retail space on Level 5, which saw an infusion of timber and subtle references to Thailand’s rich culture, the new store has a distinctly industrial and somewhat raw aesthetic. A backdrop of exposed concrete blocks is overlaid by a steel grid and glass onto which various shelves and cabinets are attached, creating intriguing visual layering that’s not only totally in sync with the current sensibilities of its target demographic, but also with Bangkok‘s high-paced and continuously transforming urban culture.
Another steel grid hovers overhead with three rows of ceiling lights embedded. Adding to the industrial backdrop is concreting flooring, which sees certain section overlaid with square stainless steel plates. Furnishings complement the theme, comprising a mixture of timber displays and cabinets, steel display tables, clothing racks, and last but not least, an elongated steel and timber sales counter which can easily double as a bar during in-house events. In the adjacent glass-encased annex, all furnishings are timber. The new SIWILAI store continues to cater to its in-the-know clientele with a tightly curated range of products by leading brands from across the planet, including A.P.C., Casablanca, ASICS, Carhartt WIP, WACKO MARIA, Human Made and AMI. © superfuture
SIWILAI
Central Embassy, 1031 Thanon Ploenchit, Shop L2-19 (Ploenchit)
Bangkok 10330
Telephone +66 2 1605809
Daily 10am-8pm
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