HMKM redesigns the Paragon Department Store's Menswear in Siam Paragon Mall, the menswear
area is a huge at 5,000sqm. 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.
Paragon Department Store Men's Wear is Designed by London based firm HMKM
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