Everyday Apparels’ Subtle, Serene Retail Space

 The Bangkok store of Thai fashion label Everyday Apparels takes its cues from the idea of a secluded city garden, with intriguing material juxtapositions that reflect the brand’s identity. Designer Sawinya Chavanich of local architecture and interior design practice Subject Subject shares more about her studio’s approach to the brief

Design Anthology: How did you first meet the client?

Sawinya Chavanich: We met the owner of Everyday Apparels through an old client for whom we’d also designed a retail shop. We started out with Everyday Apparels by designing a pop-up shop, and then as the brand grew and became more successful, we eventually got to design this flagship store in Gaysorn Village, a luxury shopping complex in Ratchaprasong, a district in the heart of Bangkok. As a young design company, it's exciting for us to see our clients’ business grow as we grow along with them.

What was their brief to you for the project?

Given that Everyday Apparels is still an emerging brand, we didn't get much of a brief for this project. We worked closely with the client to develop a persona for the space and came up with a list of key attributes for the store — things like embracing simplicity, showcasing the quality and details of the clothing, and balancing liveliness and subtlety. There was one main request from the client, though: an area with lounge seating where customers can take a break and relax while browsing the items.

What’s great about the neighbourhood and what makes the location unique?

Ratchaprasong is one of the busiest neighbourhoods in Bangkok, which is great for foot traffic. Gaysorn Village is one of many shopping malls in the area, but it has a bit of a different vibe in the way it allows for moments of calm, quiet and relaxation versus the in-your-face luxury and stimuli of many of the other malls in Ratchaprasong. 

Everyday Apparels is located in Gaysorn Walk, a part of the mall that was designed to mimic the experience of wandering down a quaint, winding street where you might find a new art gallery or bookstore. We really liked that this mall feels like it’s trying to be more than just a shopping complex and encourages a sense of whimsy and spontaneity.

How did you approach the project — what design references/narrative did you try to incorporate into space?

The customer experience was crucial to this project. Everyday Apparels strives to make customers feel completely comfortable in their clothing, so we wanted to translate that feeling into the space. When we considered the layout of the shopping mall and the store’s location on Gaysorn Walk, we asked ourselves what might grab our attention as we walked down a city street. The answer we came to was a backyard, an inviting space calling out to the passer-by with lots of plants and comfortable seating. The backyard concept then gave us the idea of a glasshouse as another engaging visual element that could pique customers' interest.

Please tell us a little about the material choices for space. 

We thought a lot about how we could make the space feel lively while still embracing subtlety and simplicity. We kept the space bright and warm by using light wood flooring, while dark wood slats were selected for the back counter to create an anchor point, creating a strong contrast with the white curtain in the foreground.

We love the juxtaposition of materials. When you pick the right materials you can bring a playfulness to the space that doesn't feel overpowering. We used lots of contrasting textures in close proximity, such as shiny metal frames with rough stone, rigid marble and flowing curtains, and smooth wood grain beside rough, speckled gravel. 

Please tell us about some of the custom pieces for space.

Most of the furniture, including the clothing racks, was custom designed. The brand is very much about clothes you can wear every day, so we wanted to combine sleek modern materials with things that felt commonplace to give a cheeky interpretation of ‘the everyday’. For example, the custom clothing racks are made of steel frames with a base of found stone — two mundane materials that when paired together feel elevated.  

Do you have a favourite element or design detail in the architecture or interiors?

While we loved designing all the custom millwork details around the store, it’s the front facade that’s truly our favourite. Made from steel and glass with an open top, the facade really helps to make the space feel open and airy, unlike the typical mall retail shops that make you feel trapped in one box among many. 

What other features are you most excited about?

The fitting room and lounge area in the middle of the shop really help bring to life our intention for the space. We placed the two next to each other to create a zone that invites pause and interaction. Seeing customers chat to each other or take a break to just sit helps bring the inviting vibe we had hoped to create. We set out to design something that felt like a backyard, an extension of a home, so when customers come in and make it feel like a home, that really brings us joy.

Images / Chaiyawat Chaiyachot