Boy London Siam Center
Revolutionizing the image of today's retail to be more flexible
and modern to resonate with the evolving trend

Boy London is a streetwear staple with its iconic eagle, which few people realize that this British brand was born into punk fashion with a modern, rebellious vibe since streetwear or wearing a casual T-shirt was still deemed undesirable back in the day. In a broad sense, Boy London is a symbol of anti-conservatism. These stories of the past have inspired the design of Boy London’s brand-new retail outlet, located on the M floor of Siam Center which Nana Johnny co->studio interpreted how to design the space within the sales area to enable the creation of new ideas to revolutionize the old image and make the shop space flexible and adaptable to any situation.

Overcome the limited space constraint challenge

“The Covid-19 has changed people’s lifestyles as well as retail. Retail stores are more focusing on online sales. There must be enough space for live broadcasting and a sufficient stock area. Of course, the storefront is still required. However, it will not be used for hard selling but will give customers a better understanding of the experience or the brand’s story,” said Khun Gak- Siraphop Pulsri, one of the designers at Nana Johnny co->studio.

Not only that, but Khun Gak also stated that the first things to consider when designing a retail store in a mall are the mall’s or even the brand’s rules and regulations. The project space, which is only 41 square meters, must be divided into two parts: inventory and sales space. The shop’s first drawback, thus, is its limited size and its rather little distance from the ceiling. Hence, every product display rhythm must be meaningful to the brand.

Twister means ‘to change or deform’

The architects proposed a space transformation using spindles and intersections called Twister for flexibility and the ability to modify the display area for different collections. “Twister means changing or deforming, which we believe reflects the same opposition or differences just like the brand and allows the retail’s shape to change over time to make it more unique from other brands around the area.”

“We started setting up the poles by treating the pivot axis to be both a wall and a display area to limit the boundaries of the entry and also to be able to hang products as well. The entrance can be rotated and repositioned as needed. Siam Center regularly hosts events such as collaborations with Thai artists and sometimes fashion shows. The store’s design allows it to be rotated in the same direction as the surrounding area,” Khun Tar- Thanasuan Chutmawong remarked.

The retail plan
The diagram showing the Twister concept

Something More: With products that include hats, shirts, long-sleeved shirts or pants, where the shirt is longer than usual due to its street style. The various spindles have the advantage that they can support a wider range of product displays at various levels. Inside the stock space, the designers created a wall plane and enhance it with lighting. This area will be used for broadcasting on occasion. The counter area is also unique compared to other merchants in that it is concealed behind the scenes to lessening the ambience of waiting in line to check out, which is what makes the small shop even more chaotic.

The remaining wall of the display zone is designed with mirrors to make the shop look wider. One of the shop’s original pillars has been converted into a showcase space by the designer. Digital screens are arranged to present the image to those who pass by to see first because the store is located near an escalator where people walk up and down most of the day.

The mirrors are not intended to be simple but include clips that are attached to the mirrors as a gimmick that can sometimes display hats or other items. It’s also a gimmick that the designers plan to show the pattern of some shirts to give customers a hint in the direction of upcoming collections. According to the design team’s initial intention, it is a semi-exhibition concept that redefines the retail store.

The motto ‘Leave The Boy Alone,’ which the designers chose to conceal at the top and sides, is another trivial point that indicates the distinction and resonates with the brand. It makes no difference whether the customer notices it or not. “For a typical store, the store sign usually on the bottom intended to shout out the name of the shop as much as possible. However, for this store, the sign of this shop is at the top.  Unless you look above, the sign for this store is obscured,” Khun Gak joked.

Modern, high-end, and youth are reflected through images and materials.

In keeping with the brand’s image which is street, modern, popular among youngsters and quite luxurious, the material has to present these stories. The designers choose stainless steel, which is timeless in its way. It can be used to add a touch of luxury or can be raw and cool.

The design team

As for the Ceiling area where there is rather limited distance, the designers use metal sheets with a pattern of round holes (Perforated Sheet), to partially reduce the clogging of the ceiling distance by using the see-through effect of the material. The swivel axis of the Twister also contains a bolt that can be securely fastened to any perforated surface. The floor is made of simple, long-lasting materials like Terrazzo, and is accented by the KLAND emblem, the brand that brought Boy London to Thailand.

Location: Siam Center, Bangkok, Thailand
Area : 41 Sq.m.
Design Team: Siraphop Pulsri, Thanasuan Chutmawong, Kitti Vichai
Contractor : Fine26
Photography By: Jinnawat Borihankijanan

Rangsima Arunthanavut

Rangsima Arunthanavut