5 things to know about the new BOYY flagship store at Central Embassy

Designed by FOS, check out the latest BOYY flagship store at Central Embassy, under the sophisticated concept of “a city within a city within a city.”

Just last Saturday, BOYY held an ultra-exclusive store opening at Central Embassy, graced by the presence of the brand’s co-founders, Jesse Dorsey and Wannasiri Kongman. Featuring a one-of-a-kind concept and distinct product presentations, here’s everything you need to know about it.

[All images courtesy of BOYY]

5 things to know about the new BOYY flagship store at Central Embassy

1. The shop was designed by FOS

BOYY recently announced a collaboration with FOS (Thomas Poulsen), an acclaimed Danish artist who is renowned for his innovative use of space. FOS has a unique design philosophy that emphasises a deep understanding of the environment, including its unique attributes, essence, and constraints. This approach has helped him create captivating sculptures, immersive installations, mesmerising music compositions, cutting-edge architectural endeavours, and exquisite designs that have left an indelible mark on the art world. Additionally, FOS has collaborated with numerous luxury brands, making him a sought-after artist in many creative realms.

2. It has a very unique concept

The collaboration between BOYY’s co-founders and FOS began at the Milan flagship space on Via Bagutta. Together, they adapted to the design context of the flagship dedicated to the streets of Milan, but with Eastern influences to resonate with its Asian clients. However, what we truly love is the store’s concept of “a city (the shop) within a city (the shopping mall) within a city (Bangkok).”

3. There’s a street-like interior

Although the interior and decor of this flagship is different, the store still perfectly embodies BOYY’s urban vibe and identity. The industrial elements, from the lights to the faded concrete, hanging rails, street lamps, and carpets in various shades of grey, create a raw and edgy atmosphere. It feels as if you’re walking down the bustling streets, but you’re actually shopping inside a mall. 

4. You’ll find displays of their Spring/Summer 2024 collection

During the grand opening of BOYY’s new flagship store, they proudly showcased their latest production, the SS24 collection. This line features two classic shades, Cherry Red and Eturia Blue, combined with innovative materials and bold new designs. Fans of the brand will be pleased to see the return of some of their beloved items, such as the Romeo bag from the classic Buckle collection, now available in Epsom and Byron leather. Additionally, BOYY has produced other new bags, inspired by a set of monster face drawings by the founder’s son, that are cute and playful.

5. It is a constantly changing store

Although the brand shared that the flagship isn’t fully complete, they did mention that the store will be in a constant state of change — just like a city that’s always growing and evolving. Today, BOYY has four flagship stores, with one located in Milan and three in Thailand, including branches in Gaysorn Tower and Siam Paragon.