Nestled in the newly inaugurated One Bangkok shopping mall in the heart of the Thai capital, the 54,000-square-foot King Power City Boutique redefines luxury retail with a sense of wonder and imagination. Spanish designer-artist Jaime Hayon and his studio Hayon Studio reinvent a typically mundane, uninviting duty-free store by transforming King Power’s first downtown outpost into a vibrant, artful space. It fuses function, fantasy, and joy with luxurious sophistication for a captivating shopping experience.
From the moment a visitor steps inside the boutique, the visual impact is undeniable. The interiors are a masterclass in storytelling with Hayon weaving a narrative through bold forms and playful details. Organic curves, flowing lines, and a progression of archways dominate the space, creating a sense of movement and energy that draws visitors deeper inside.
The store reveals an art gallery–like ambience defined by micro-architectural pods that divide the space into distinct zones, from beauty and timepieces, to liquor and fragrances. Shimmering glass and mirror installations play with light and perception, while grand arches and pillars lend a monumental elegance. When journeying between levels, visitors have the sensation of walking amid fluffy clouds and adventuring within a magical, otherworldly environment.
The restrained color palette with metallic accents adds to the boutique’s dreamlike quality. “My idea was to have a sort of cloud for shoppers, something very clean and whitish with a lot of textures,” Hayon told AN Interior. “If you don’t use color, if you keep it simple, you will see only the products, which are the ones creating the color. I also wanted grandeur, so high ceilings and columns. Duty free is very complex, so to make something clean and harmonious and to standardize a concept are what I’ve tried to do there.”
Standout features are the Here and Now sculptures, majestic anthropomorphic winged creatures symbolizing positivity and energy. One bird strides with confidence, representing excellence and integrity, while the other lifts its gaze skyward, inspiring dreams of limitless possibilities. These interconnected works not only enrich the shopping experience, but also invite visitors to pause, reflect, and embrace the transformative power of art.
“The way I approach a project like this is to try to make something unique and artistic, which is based on aesthetics and approaching functionality with sensations of touch and mood,” Hayon explained. “It’s really important to understand who I’m doing it for. When making art, I’m not thinking about the final user, just myself; it’s like looking in a mirror. When I’m doing something commercial—a chair or a space—I need to think about the users. Putting myself in their place makes it easier to visualize what could be. All of my projects, including for King Power, Hyundai, or The Standard, always carry that balance between an artistic vision and functional performance. It has to be just right; I cannot imagine not having comfort, the right light, or a fantastic sensation. Everything has to be balanced.”
A prime example of Hayon’s global influence and his ability to adapt his aesthetic to different cultural contexts, King Power City Boutique is more than a store—it’s a reimagining of what retail spaces can be. By creating an environment that prioritizes experience and emotion, he challenges the conventional approach to shopping. And in a time when e-commerce dominates, Hayon’s design serves as a reminder of the irreplaceable value of physical spaces that inspire and connect.