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Deep Roots

Concept store Siwilai elevates the traditional Thai market through local and international curated offerings

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The spirit of Bangkok comes alive in its chaotic, market-lined sidestreets: Connecting neighborhoods, surprises unfold along the narrow lanes, referred to by locals as sois. Whimsical in its notion of exploration, Siwilai’s concept store fully embraces its hometown’s rich heritage – its Thai name translates to civilized; today it represents a progression toward contemporary culture.

The evolution of Thailand’s Chao Phraya River – once a trading post, now a humming cosmopolitan hub – inspired Siwilai’s uncommon mix of high-end and affordable merchandise.

The 2710-square-foot store features upscale, ready-to-wear fashions alongside handcrafted Thai goods, as well as vintage finds, beauty products, multimedia, toys and electronic gadgets – all curated by the store’s buying team and its owner and mastermind, Barom Bhicharnchitr. It was his goal to create a store that could showcase Thai culture, while incorporating international apparel designs that would appeal to the area’s active arts scene.

Familiar with Yabu Pushelberg’s work on Central Embassy’s Park Hyatt – the adjacent hotel attached to the retail complex where the store is situated – Bhicharnchitr selected the Toronto-based design firm to develop his vision. Avoiding monochromatic, over-polished aesthetics, Siwilai sets itself apart from traditional luxury stores with its all-natural, locally sourced materials and interactive experiences.

“Today people want something that’s more pure, honest and authentic in their environment,” says Glenn Pushelberg, co-founder, Yabu Pushelberg. Adds George Yabu, co-founder, Yabu Pushelberg, “We believe there’s a real shift in what people value … I think [the design] can be a little more modest, [and] it can be bespoke and special.” 

DEMOCRATIC DISPLAYS

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Minimalist fixtures form clean lines for product – items are merchandised by department, but with a metaphorical mix of classes: All brands are displayed together, regardless of significantly ranging price points. The store’s many niches create a sense of discovery, while vibrantly colored wooden walls and its hand-carved entrance doors are subtle references to the country’s long history of artistry and craftsmanship. Its interior was formed with the technological consumer in mind, but not in a literal sense.

“It’s a challenge … to compel a shopper to come to a bricks-and-mortar store, because of the competition of online shopping and its convenience,” Pushelberg says. “What’s going to make this consumer go up [to] the top level of this retail complex [to Siwilai]?”

With this in mind, the designers created a flexible area in the store’s center, allowing for events and an exhibit space for the retailer’s curated collections. The area is outlined by wooden frames clad with gessoed canvas that can be adjusted to any configuration. Well aware that the feature would be useless if it couldn’t be easily maneuvered, the designers made the frames light enough so a single sales associate could easily set up or rearrange the area.

CAFÉ SOCIETY

Along with its temporary exhibit space, the store includes Rocket Coffeebar – a full-service restaurant where shoppers can take a moment to enjoy a meal, along with coffee, a freshly cracked coconut, smoothies and juices, or a variety of spirits from around the world in the café’s indoor dining area, at its marble bar-top or on its outdoor wraparound terrace.

“You can’t help getting that big-city feel when standing by the bar with the world-class concept store on one [side] and the balcony with a city-skyline backdrop on the other,” says Thomas Anostam, partner, Sapparot Group (Bangkok), Rocket’s owning company. The collaboration between the already-established Rocket chain and Siwilai has been mutually beneficial. “Customers who come to the store show curiosity toward the coffeebar and vice-versa,” Anostam says.

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With an abundance of international appeal, Siwilai stands out in its attention to detail, with every aspect of the experience taken into account.

“From one [luxury retail store] to another, they use a lot of neutral, white spaces, and after a while, you tend to [become] desensitized,” Yabu says. “We really wanted to give a vernacular context … with all the accessibility on the Internet, you have to give it a sense of place … and reinforce a compelling reason to go there and to get off your computer, or get off the main street of every capital, and do something different.” 

PROJECT SUPPLIERS

Retailer
Siwilai, Bangkok

Design
Yabu Pushelberg, New York: Marcia MacDonald, team leader; Jonathan Sotto, designer; Sam Khouvongsavanh, senior designer; Emillie Jones, intermediate designer; Glenn Pushelberg, founder; George Yabu, founder; Tara Browne, studio director (Toronto); Johnathan Garrison, studio director (New York); Alex Chan, project manager

Signage/Graphics
Chandelier Creative, New York

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Lighting Consultant
Inverse Lighting Design Ltd., London

Audio/Visual
AtKrist Co. Ltd., Bangkok

Architecture and General Contractor
IWA Design, Co. Ltd., Singapore

Photography: Dennis Lo, Hong Kong

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