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What happens when a brand treats its store as a stage? Meet the creators behind Bangkok’s most personal, playful, and culturally rich flagship spaces.
The crack of old wooden floors, the sound of chefs cooking with a wok, or the smell of a newly polished table; every detail builds its own sense of place, a cultural landscape that carries us across memories. It is the invisible thread combining culture, heritage, and identity into the spaces we inhabit.
In the world of retail, this philosophy transforms a shopfront into a stage where a brand’s soul comes alive. Across Thailand, Koktail has recognised a new wave of fashion and lifestyle brands embracing this approach and leaving behind uniform department store counters to create flagship stores, studios, and concept spaces with personality and local flavour.
We wandered into the newly opened Seire Collective, walking beside Thanaporn “Tammy” Amornkasemwong, its founder, as she shared how the landscapes have shaped her brand’s identity.
The Love of Hands and Heritage
“Hi! I’m Tammy, the owner of Seire Collective. We’ve just opened our first flagship store at Somkid Place.”
The moment Tammy pushes open the door to Seire, we step into a space that feels both luminous and intimate. It’s just a single room, yet it somehow carries a distinctive energy. Every corner hints at a story through its design. To kick things off, Tammy takes us back to the brand’s roots.
“Seire began with handicrafts and grew out of a research platform exploring the fibres of clothing. Most of what we create is born in collaboration with local artisans from Thailand to India.”
Tammy spoke about her love for craft, a passion that traces back to her university days studying architecture. Her research project delved into the landscapes of culture, observing how people live in a place, how communities form, and how traditions shape the way they work with their hands.
Through this journey, each discovery pulled her deeper into the world of craft, revealing a living archive of people, culture, and memory. From this Seire was born through Tammy’s vision of weaving tradition into contemporary form.
A Story of Seire in Space
“When I first stepped into this building, I loved how it felt like a hidden pocket of space tucked inside the Chidlom neighborhood. And then there’s the view where you actually get the bridge framed right outside the window.”
As we moved through with Tammy, we asked why she chose to open here, in a spot caught between a department store, an office tower and the rhythm of local living. Her answer was simple: the bridge. The Chidlom bridge, arching into view, became more than a backdrop; it transformed the building into a quiet juxtaposition, where the weight of commerce that meets the intimacy of community finds its place inbetween.
For Tammy fabric is memory stitched in thread, culture folded into pattern, identity carried in touch. Here surrounded by the bridge’s crossing lines, she saw a chance for Seire to create its own story where one honours the craft and people.
“Opening a space outside the shopping mall feels like stepping into a story. Moving through Soi Somkid and taking in the sights and local rhythms before arriving transforms an ordinary journey into an experience. It sets the stage to discover both the neighbourhood and the story Seire brings to life.”
At the heart of the story, Tammy opens up about why she chose not to place her brand in the halls of department stores. For her, craft deserves more than a counter. The building itself becomes part of the narrative. The spacious room allows the brand to breathe: in one corner, a collection of Thai local fabrics is displayed, while another showcases a jewellery collection from India. This gives her brand depth and texture and allows guests to slowly look around the place and explore piece by piece.
“I want people to touch the textiles, feel their handmade textures and slight imperfections. Those small inconsistencies are the charm of my brand, and this space brings that story to life.”
Seire Collective
2nd Floor, 6/19 Somkid Place, Soi Somkid, Lumphini, Pathum Wan, Bangkok
New Chapters Written Outside the Mall
As we walked out of Soi Somkid after visiting Seire, we realised something stirring: more and more brands are choosing to open outside the mall. It’s like a new lens zooming into the locale where streets, neighbourhoods, and daily rhythms become part of the brand’s identity. It’s like slipping on a new pair of glasses and suddenly seeing Bangkok’s communities, rhythms, and everyday moments as part of the brand experience itself.
Every collection has its place, every piece has its corner. That’s the beauty of having a flagship outside the confines of a mall: it gives the brand space to tell its full story. Every room reveals a different facet of the brand’s world.
Curious to explore this movement, we went brand-hopping and discovered four more flagships rewriting their stories beyond the mall.
1. Sretsis
After debuting its flagship store in Aoyama back in 2012 and later at Central Embassy (both of which have since closed), Sretsis has now taken root in Soi Ton Son with a new store. The moment you arrive, you’re met with pink from the gates to the wallpaper to a small shrine, an immersive world built on the brand’s signature whimsy. Set inside an old house, the space feels expansive, which also carries the full breadth of Sretsis’ storytelling while curating nearly every piece in its archive. There’s even a customised room where guests can create one-of-a-kind outfits and a dining room and cafe for the band’s food and beverage creations.
But the pink is more than a fashion aesthetic as that pink house itself speaks to Sretsis’ essence: a brand born from the love of three Sukhahuta sisters (Klyduan “Ib” , Pimdao “Oei”, and Matina “Air”), stitched together with family warmth, femininity, and playfulness. Here the flagship transforms into a kind of dollhouse with a whimsical, and alive spirit. It resists the anonymity of department store counters, instead offering a true home where the story of sisterhood, craft, and love is woven into every detail.
38 Soi Ton Son, Lumphini, Pathum Wan, Bangkok
2. Mitr
At Siam Square, Mitr has carved out its own sun-kissed corner of Thai fashion. The owner, Milin Wintachai, an architecture graduate with a passion for fashion, envisioned the label around light, airy pieces designed for summer days, beach escapes, and everyday ease. First born on Instagram, the brand has expanded its growth across malls. But this time, stepping out of the mall was intentional. Mitr sought a space where shoppers could pause, meander, and relax in the brand’s atmosphere. The flagship invites visitors to feel the flow: flimsy silhouettes, a mindful pick of sustainable fabrics, and a brand philosophy rooted in comfort.
The space itself mirrors that rhythm. Designed like a modern resort, it’s layered with earth-toned walls clad in Golhem’s natural clay tiles and corners ready for both lounging and snapping a picture. In Siam Square, the city’s most democratic fashion ground, Mitr offers accessible, eco-minded products always carrying the spirit of summer.
240/5 Siam Square Soi 2, Wang Mai, Pathum Wan, Bangkok
3. PATTARAPHAN
Launching its first flagship in Thonglor feels like a natural evolution for PATTARAPHAN. The neighbourhood is Bangkok’s epicentre of quiet sophistication where cafés, galleries, boutiques coexist with daily life, attracting a crowd that values individuality over spectacle. It’s a place defined by contrasts, much like the brand itself: modern yet rooted, rebellious yet refined. This dynamic makes it the perfect setting for a brand that tells detailed personal stories through its jewellery.
Thonglor’s cosmopolitan energy aligns with PATTARAPHAN’s vision of jewellery as personal and culturally resonant. Pattaraphan “Nok” Salirathavibhaga, the owner, views her jewellery as an adornment for the skin, a vision reflected in her name, which means “beautiful skin.” A graduate of Pratt Institute in New York City, she brings together jewellery and memory to create pieces that are both personal and meaningful. Pieces include homages to childhood experiences, encounters with local animals, or playful moments like melting candles in her grandmother’s Buddha room, turning each creation into a narrative.
263 Thong Lo Alley 13, Khlong Tan Nuea, Watthana, Bangkok
4. Imnotamorningperson
Owned by Tumlueng Jarauypond, the brand was first spotted on Instagram. Imnotamorningperson captures the youthful energy of Bangkok and has now planted its flag in Asoke, right in the heart of the city. For Tumlueng, the brand is personal, born from her own identity, taste and inspiration from her mother, a seamstress whose craft shaped her understanding of clothes. Known for reworked vintage and classic styles, the brand channels nostalgia into everyday essentials.
The store feels like stepping into a walk-in closet straight out of a girl’s dream that is chic, casual and alluring. With the brand positioning itself as a go-to for everyday essentials, the space mirrors that ethos: simple, minimal, and timeless. Located in the buzz of city life, the location amplifies the brand’s urban vibe.
16 Sukhumvit Rd, Khlong Toei Nuea, Watthana, Bangkok
