Read on FashionNetwork.comAcne Studios Debuts in Thailand with First Bangkok Store at Siam Paragon
Swedish luxury fashion house Acne Studios has launched its inaugural standalone store in Thailand, establishing a new flagship in Bangkok's prestigious Siam Paragon shopping mall. Designed by creative director Jonny Johansson and architecture firm Halleroed, the store embodies the brand's minimalist aesthetic and signature pink hue, featuring custom furnishings and showcasing the Fall/Winter 2025 collections. This strategic expansion strengthens Acne Studios' footprint in the Asia-Pacific market, following its recent opening in Tokyo.
Acne Studios, the renowned Swedish luxury fashion brand, has marked a significant milestone in its global retail expansion with the opening of its first standalone store in Thailand. Located in the heart of Bangkok, the capital city, this new flagship represents a strategic entry into a key Southeast Asian market, reinforcing the brand's growing presence across the Asia-Pacific region.
Strategic Location and Store Design
The new Acne Studios boutique is situated within Siam Paragon, one of Bangkok's most iconic and high-traffic luxury shopping destinations in the Siam district. This choice of location places the brand among other premium retailers, targeting both local fashion-conscious consumers and international tourists. The store's design is a collaborative vision between Acne Studios' creative director, Jonny Johansson, and the acclaimed Swedish architecture studio, Halleroed.
True to the brand's identity, the store facade and interior are washed in Acne Studios' signature light pink hue. The exterior features pink granite, a material that extends into the interior flooring and is incorporated into a series of monolithic pillars. Matte plaster walls provide a clean, minimalist backdrop, creating a cohesive and immersive brand environment.
Curated Interiors and Product Offering
The minimalist aesthetic of the space is carefully punctuated by bespoke furnishings and fixtures from the brand's longtime collaborators. Seating designed by British furniture designer Max Lamb adds a sculptural element, while geometric stainless steel features, including a distinctive metal payment desk, introduce an industrial contrast. Lighting designed by French artist Benoit Lalloz in the form of strip lighting completes the ambiance.
According to the brand's press release, this dialogue between materials, furnishings, and lighting achieves what Johansson and Halleroed describe as an ‘unexpected harmony’—a concept that directly reflects the core principles of Acne Studios' collections, which are rooted in juxtaposition, creativity, and play. Inside, customers will find a comprehensive range of the brand's Fall/Winter 2025 collections for both men and women, alongside footwear, accessories, and the new Camero bag.
Market Expansion and Celebratory Launch
The opening of the Bangkok store is a calculated step in Acne Studios' ongoing Asia-Pacific growth strategy. This move comes shortly after the brand's recent launch of a store in the Aoyama district of Tokyo, Japan, indicating a focused effort to capture market share in key Asian fashion capitals. To commemorate the Bangkok debut, Acne Studios is releasing a limited-edition 'Acne Studios Loves Bangkok' T-shirt and a series of early Trompe L’œil product drops, creating exclusivity and buzz around the launch.
This expansion into Thailand highlights the brand's confidence in the region's luxury retail potential and its commitment to presenting its unique design philosophy in physically immersive environments. The Bangkok store serves not only as a point of sale but as a brand landmark that communicates Acne Studios' values of art, design, and contemporary fashion directly to a new audience.
