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HMKM redesigns the destination mensfloor at the Siam Paragon Mall, Bangkok. Set within the infamous Paragon Department Store in Siam Paragon Mall, the menswear area is a huge 5,000sqm space and part of a 10,00sqm floor shared with sportswear. An urban, industrial aesthetic prevails in the branded menswear areas, with each brand set within a strong architectural framework. Materials vary according to the desired mood of specific areas: for example, casual wear uses timber frames and panels, which are patterned with contours to resemble a road map.

The Thai designers area – to highlight the creative, experimental nature of Thai men’s fashion – is fashioned like a laboratory, with white metal and yellow accent framework, and honeycomb acrylic white panels. Business wear is housed in a unique space with strong, black and metal graphic display frames echoing the multi-height skyscrapers of a modern city skyline. Silver and black graphics heighten the urban aesthetic.

A destination accessories area, featuring luxury imported bags and small leather goods has a strong retro, domestic feel. Display furniture takes its cue from the 1950s/60s, except for a dramatic 8m long high glossed display cabinet, which resembles a carved Edwardian bar, spot lit vitrines below as well as above the counter. Polished brass elements enhance the quasi-domestic feel, as do oblong frosted glass pendant lights, which hang over the displays.

Simpler forms and materials are deployed in mainstream accessories, while the densely merchandised shoe area stands out thanks to freestanding and perimeter honeycomb display shelves. A simple, monochrome black and white aesthetic informs the central promotional area in the circulation atrium, to allow multiple flexibility for sales and seasonal offers. The strength of the architectural framing has revolutionized the ease and clarity of shopping this vast floor, allowing the brands to be showcased correctly and the customer to navigate successfully.

Photography by Jonathan Leijonhufvud
Design by HMKM

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