The Mall Group / Paragon Beauty Hall
HMKM has transformed the 5000sqm Paragon Beauty Hall within Bangkok’s famous Siam Paragon Mall, infusing it with a sophisticated international style and giving The Mall Group a critical edge in Bangkok’s increasingly competitive market.
HMKM’s vision was to create a stunning overall identity to unify and define the beauty hall. An open plan format creates a more dynamic pace to the shopping experience, allowing customers to circulate freely through assorted premium and mid-market make-up and skincare brands, and a new destination fragrance section. Vistas are created to draw the customers across the department thanks to key visual merchandising areas, highlighted with bespoke, flower-like chandelier lighting formed of illuminated acrylic rods that cluster in the center and then unfurl along the edge of each ceiling ‘petal’.
In the destination fragrance department bespoke furniture inspired by faceted fragrance bottles is finished in champagne metalwork, with backlit shelves highlighting scents.