Bangkok, 2016

Project: 24 Kilates ”The Vault”.

Client: 24 Kilates.

Location: Bangkok, Thailand.

Author: External Reference, Carmelo Zappulla, Nacho Toribio & Chu Uroz. 


Awards: Nomination Award | Shenzhen Global Design Award.

When conceiving exclusive retail stores, it is necessary to understand what is the shopping experience that a particular brand wants its customers to enjoy. Designing the customer journey from the moment it enters the shop to the moment it meets the product offers the opportunity to involve the customer on an emotional level. Working with the luxury feel that 24 Kilates associates with its products, the store has been conceived as an exclusive, almost forbidden, area, only accessible to a few selected ones. Working with the brand in profiling the customers and understanding their needs and expectations, we have managed to achieve an outstanding result in their involvement with the brand.
The interior looks like an exclusive treasury filled with safes and safety boxes. The main installation of the interior recalls the doors of a safe and features the logo of the brand. Shoes are arranged in lockers which have different configurations and structures. This helps hide products from customers’ view for a while, which invites customers to discover products. All this confers further magic and uniqueness to the items exhibited.
The project features two areas. The golden one, which recalls the name of the company, hosts the showroom, in which products are shown. In the other area, customers can try the shoes they have previously selected in the golden area. This area, occasionally, also features music events and DJs’ performances. The whole interior is in gold and black. These two contrasting colors have a great impact on the customers, as they are associated with luxury and exclusivity.