GQ Apparel MBK / NaNA JOHNNY CO-> STUDIO


GQ Apparel MBK / NaNA JOHNNY CO-> STUDIO

© Kitti Vichai© Kitti Vichai© Kitti Vichai+ 37

© Kitti Vichai
© Kitti Vichai

Text description provided by the architects. GQ has named its new generation of products “SuperHero”. The “individual” clothing category was designed to help people through various “innovations”. Our location is in the Siam area of ​​Bangkok, Thailand. It is located on the 2nd floor of the MBK building, a former shopping center open since the 1970s.

© Kitti Vichai
© Kitti Vichai
Disposition
Disposition
© Kitti Vichai
© Kitti Vichai

The area is 77 square meters and the shape is almost square, which is not at all huge compared to the products that the brand wants to display. The main challenge of this work is that the space must look wide and not cramped, must be able to present a large number of products, and without a wall in the middle of the space. The design should also be adaptable and it should attract people to the mall area. The additional information provided by the brand is that they needed 30-40% on-site storage space and 2 fitting rooms.

© Kitti Vichai
© Kitti Vichai
Elevation
Elevation
© Kitti Vichai
© Kitti Vichai

First, we solved the problem of storage space and changing rooms. We used the space on the 3 walls from 2400mm up to the ceiling at 4400mm as storage space and filled both sides with POP sliding panels which can be adjusted in many variations. In the rear area we have installed the mezzanine which can be walked through from the side of the cash register. This is a steel structure attached to the original floor and finished with patterned glass to maintain the transparency of the wall while protecting the stock of the outdoor area at the same time.

© Kitti Vichai
© Kitti Vichai
© Kitti Vichai
© Kitti Vichai

GQ has agreed with us that the dressing rooms can only be used during certain times which means when not in use that space cannot create brand value, we also want the store be wider. Therefore, we chose not to build a dressing room at all, but to create a wall cabinet that can be used as stock by covering the facade with 3 mirror panels and installing 2 sets of curtains. Use them as 2 dressing rooms in certain situations only. When not in use, the mirror will help expand the store space.

© Kitti Vichai
© Kitti Vichai
© Kitti Vichai
© Kitti Vichai

The next step is to design the central area to be exceptional and unique with 3 keywords. ‘Superheroes’ + ‘Individual’ + ‘Innovation’. The baptized products “SUPERHERO” are centered on a floor in the shape of a red circle painted with the epoxy technique. The product is hung or folded on fixings which give it a different shape according to each type of garment. The variation can be adjusted depending on the situation inside the store such as promotional periods. The plain fixtures, which we call GQ ROBO, can be set up or taken down to attract locals in a seasonal promotion or taken down to the required proportion of sales during the regular period. All requirements can be adjusted based on future demands from GQ.

© Kitti Vichai
© Kitti Vichai



Leave a Reply

Your email address will not be published.