HMKM has transformed the 5000sqm Paragon Beauty Hall within Bangkok’s famous Siam Paragon Mall, infusing it with a sophisticated international style and giving The Mall Group a critical edge in Bangkok’s increasingly competitive market. HMKM’s vision was to create a stunning overall identity to unify and define the beauty hall.
An open plan format creates a more dynamic pace to the shopping experience, allowing customers to circulate freely through assorted premium and mid-market make-up and skincare brands, and a new destination fragrance section. Vistas are created to draw the customers across the department thanks to key visual merchandising (VM) areas, highlighted with bespoke, flower-like chandelier lighting formed of illuminated acrylic rods that cluster in the center and then unfurl along the edge of each ceiling ‘petal’.
For a distinctive Thai touch, dark teak is used on the slender frames of freestanding and perimeter bays, as well as individual gondolas and beauty counters. Etched glass and mirrors, soft champagnes and gold’s add warmth, detail and texture to the displays, providing Paragon with a sophisticated hallmark presentation, which also complements the global
beauty brands’ displays.
Petal shaped painted plasterboard panels stretch across the entire ceiling, with each petal-like cluster edged in gold leaf, and peppered with narrow spotlights to intensify focus on the displays. Clever lighting (by Paul Nulty) coupled with the appealing finishes palette give the department a seductive shimmer. In the destination fragrance department bespoke furniture inspired by faceted fragrance bottles is finished in champagne metalwork, with backlit shelves highlighting scents.
Photography by Jonathan Leijonhufvud
Design by HMKM
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