The Mall Group / Paragon Menswear
Set within the Paragon Department Store in Siam Paragon Mall, the menswear area is a huge 5,000sqm space and part of a 10,00sqm floor shared with sportswear. 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. A destination accessories area, featuring luxury imported bags and small leather goods has a strong retro, domestic feel. 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. 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.