POP MART has once again collaborated with X+Living to launch a new store at Icon Siam in Bangkok, Thailand, which is acclaimed as one of the “top luxury shopping landmarks in Southeast Asia.” The POP MART Shanghai Nanjing East Road Hongyi Flagship Store, which was completed in 2022 and opened in September of the same year, was also designed by X+Living.
As a landmark store, this new location not only demonstrates the brand's cultural influence worldwide but also affirms its rising momentum in the international market.
The designer uses dreams as a narrative thread, organizing the space from exterior to interior and from bottom to top, connecting a fantastical dreamscape through the themes of “Lullaby—Shallow Dreams—Deep Dreams.”
The entrance serves as the prelude to the dream, where a music-box-like structure plays a sensory lullaby, marking the beginning of the dream journey. The first-floor display area, with its vortex-like dynamics, gently ushering visitors into the fantasy of the dream. The second-floor display area, a pixelated “dream cube” world, symbolizes the free creativity found in the depths of dreams. Finally, the café area becomes the boundary between dream and reality, its fairytale-like atmosphere echoing the lingering magic of the adventure.
The space, organized through a series of progressively unfolding layers, offers an immersive experience where the senses and imagination intertwine.
Entrance
Lullaby: Music Box
The entrance is designed as an intricate music box, where the designer incorporates the existing beams and the thickness of the side walls into the visual composition, forming the boundaries of the box-like frame.
On one side of the façade, a golden winding key is embedded into the wall, using a tangible installation to convey the imagery of the dream's awakening, hinting at the flow of emotions and the unveiling of the story.
The second-floor façade is set back to create an appropriate depth, with IP characters peeking from behind beaded curtains like elves spying on dreams, playfully inviting viewers closer. On the first floor, a window display features a Ferris wheel-shaped stand centered on LABUBU, symbolizing the cyclical nature of dreams.
The warm, rich color palette deepens the vintage charm and dramatic atmosphere. The music box acts as the narrative prologue, sparking an emotional response. It gently sets the dream's melody in motion, quietly opening the journey through the dreamscape.
Terrace
Theatre of Dream
Leveraging the unique location atop the mall's seventh-floor terrace, the designer transforms the outdoor façade into a dreamlike theater in the city skyline, echoing the brand concept where the unknown brings delight. The building as a whole is conceived as a dramatic box, creating visual suspense.
The interior of the first-floor façade is clad in purple metal panels, featuring folds that resemble theatrical curtains. The second-floor façade is covered in a bright, rich yellow, creating a strong contrast with the purple below and highlighting the brand's striking identity.
The 4-meter-tall MOLLY art installation is dressed in elaborate traditional Thai Chakri attire, sitting with hands pressed together atop Thailand's national animal, the elephant, as if greeting every visitor to the city.
The pixelated building-block-shaped furnitures resemble cube fragments falling from a pop toy box, scattered freely and recombinable at will, creating a small urban scene that blends relaxation, social interaction, and playful fun.
1F Display Area
Vortex of Dreams
The design's starting point is not to enter reality, but to lead into imagination. “Set Sail” is the first chapter of the dream journey. It is not a conventional starting point, but a shift of consciousness—a transition from reality into the dream.
Upon entering the space, the spiral path, like a vortex of the dream, gradually draws both sight and body inward. The designer seeks to give tangible form to the pull of a dream, guiding visitors away from the bustle of everyday life.
From the main corridor, two side paths branch off toward the two major functional areas—the MEGA Collection and the POP BEAN Area. This layout not only accommodates the brand's diverse product offerings but also ensures efficient visitor flow during peak hours.
The MEGA Collection houses larger, thematically strong IP series, designed to attract visitors for photo opportunities while providing ample circulation and waiting space for peak times. The POP BEAN Area, with a more approachable scale, creates an immersive experience through a looping, compact layout that encourages detailed browsing and exploration.
Located along Thailand's largest river, the Chao Phraya, the project reflects the country's water culture in its spatial narrative. The space swirls like an eddy of water and the pull of a dream; its flowing lines resolve into the cadence of a musical staff, quietly echoing the theme struck by the opening of the music box.
Floor, walls, and ceiling cease to be separate planes; instead, they are perceived as a single, continuously woven three-dimensional fabric. Lines meander through every dimension, forging a non-linear, gravity-defying synesthesia.
Island and wall fixtures shift shape and color in a synchronized, rhythmic cadence; grids of varying scales weave a scenographic language, conjuring the staccato rhythm of half-remembered dreams.
2F Display Area
Dream Cube
Passing through the vortex, visitors enter a deeper dream. Lines become further dispersed, and the space transforms into a “Dream Cube” world pieced together from fantastical imagination. Colors and structures fragment and recombine before the eyes, symbolizing the dissolution of the dream world and weaving a surreal, otherworldly scene.
The physical contours of the space contract inward in layers, while the gradient of colors, overlapping structures, and deepening visual focal points create a psychological expectation: The secret waits further within.
The nonlinear, staggered grid-like order echoes the form of the pop toys while evolving into a “pixel cube” narrative within the space. The stacked, colorful blocks also reflect the architectural features of Thailand's historic Wat Arun pagoda: countless small-scale modules layered densely yet openly, orderly yet mysterious.
Colors deconstruct the unified plane into numerous colorful boxes, pixelating the way the space is perceived.
Each box holds a different story, and every movement rearranges one's inner imagination. Just as in the world of POP MART, where selecting, combining, and displaying a variety of collectible toys allows one to construct a personal aesthetic and curated artistic moments.
2F Café
Fairy Tale: Where Dream Meets Reality
The Fairytale Café provides a quiet place to settle after all adventures, symbolizing that only after experiencing the dream can reality shine with a fairytale-like radiance.
For the brand's first overseas Fairytale Café, the designer drew inspiration from classical Western architectural language, using elements such as colonnades, arches, moldings, and reliefs as a foundation. Through the integration of IP characters, these classical elements are imbued with playful, lively energy.
They seem to cross over from dreams, quietly entering reality and blending into everyday life. They serve not only as functional elements but also as the hidden protagonists of the space.
The color palette continues this emotional tension between dream and wakefulness: the pale blue ceiling evokes a lingering dream at dawn, while the pinkish-red brings a touch of warm reality.
POP MART Bangkok ICON SIAM Flagship Store is more than a store—it's a fairy tale. Visitors ascend through nested dreams, then surface to the “real” world, only to find that reality isn't the opposite of the dream, but its afterglow. The wonders they meet, the colors they absorb, the emotions they carry do not fade. Instead, they settle inside as a quiet, lasting echo.
Everyone who steps into POP MART keeps the story going, extending the unfinished dream in their own private epilogue.
POP MART has once again collaborated with X+Living to launch a new store at Icon Siam in Bangkok, Thailand, which is acclaimed as one of the “top luxury shopping landmarks in Southeast Asia.” The POP MART Shanghai Nanjing East Road Hongyi Flagship Store, which was completed in 2022 and opened in September of the same year, was also designed by X+Living.
As a landmark store, this new location not only demonstrates the brand's cultural influence worldwide but also affirms its rising momentum in the international market.
The designer uses dreams as a narrative thread, organizing the space from exterior to interior and from bottom to top, connecting a fantastical dreamscape through the themes of “Lullaby—Shallow Dreams—Deep Dreams.”
The entrance serves as the prelude to the dream, where a music-box-like structure plays a sensory lullaby, marking the beginning of the dream journey. The first-floor display area, with its vortex-like dynamics, gently ushering visitors into the fantasy of the dream. The second-floor display area, a pixelated “dream cube” world, symbolizes the free creativity found in the depths of dreams. Finally, the café area becomes the boundary between dream and reality, its fairytale-like atmosphere echoing the lingering magic of the adventure.
The space, organized through a series of progressively unfolding layers, offers an immersive experience where the senses and imagination intertwine.
Entrance
Lullaby: Music Box
The entrance is designed as an intricate music box, where the designer incorporates the existing beams and the thickness of the side walls into the visual composition, forming the boundaries of the box-like frame.
On one side of the façade, a golden winding key is embedded into the wall, using a tangible installation to convey the imagery of the dream's awakening, hinting at the flow of emotions and the unveiling of the story.
The second-floor façade is set back to create an appropriate depth, with IP characters peeking from behind beaded curtains like elves spying on dreams, playfully inviting viewers closer. On the first floor, a window display features a Ferris wheel-shaped stand centered on LABUBU, symbolizing the cyclical nature of dreams.
The warm, rich color palette deepens the vintage charm and dramatic atmosphere. The music box acts as the narrative prologue, sparking an emotional response. It gently sets the dream's melody in motion, quietly opening the journey through the dreamscape.
Terrace
Theatre of Dream
Leveraging the unique location atop the mall's seventh-floor terrace, the designer transforms the outdoor façade into a dreamlike theater in the city skyline, echoing the brand concept where the unknown brings delight. The building as a whole is conceived as a dramatic box, creating visual suspense.
The interior of the first-floor façade is clad in purple metal panels, featuring folds that resemble theatrical curtains. The second-floor façade is covered in a bright, rich yellow, creating a strong contrast with the purple below and highlighting the brand's striking identity.
The 4-meter-tall MOLLY art installation is dressed in elaborate traditional Thai Chakri attire, sitting with hands pressed together atop Thailand's national animal, the elephant, as if greeting every visitor to the city.
The pixelated building-block-shaped furnitures resemble cube fragments falling from a pop toy box, scattered freely and recombinable at will, creating a small urban scene that blends relaxation, social interaction, and playful fun.
1F Display Area
Vortex of Dreams
The design's starting point is not to enter reality, but to lead into imagination. “Set Sail” is the first chapter of the dream journey. It is not a conventional starting point, but a shift of consciousness—a transition from reality into the dream.
Upon entering the space, the spiral path, like a vortex of the dream, gradually draws both sight and body inward. The designer seeks to give tangible form to the pull of a dream, guiding visitors away from the bustle of everyday life.
From the main corridor, two side paths branch off toward the two major functional areas—the MEGA Collection and the POP BEAN Area. This layout not only accommodates the brand's diverse product offerings but also ensures efficient visitor flow during peak hours.
The MEGA Collection houses larger, thematically strong IP series, designed to attract visitors for photo opportunities while providing ample circulation and waiting space for peak times. The POP BEAN Area, with a more approachable scale, creates an immersive experience through a looping, compact layout that encourages detailed browsing and exploration.
Located along Thailand's largest river, the Chao Phraya, the project reflects the country's water culture in its spatial narrative. The space swirls like an eddy of water and the pull of a dream; its flowing lines resolve into the cadence of a musical staff, quietly echoing the theme struck by the opening of the music box.
Floor, walls, and ceiling cease to be separate planes; instead, they are perceived as a single, continuously woven three-dimensional fabric. Lines meander through every dimension, forging a non-linear, gravity-defying synesthesia.
Island and wall fixtures shift shape and color in a synchronized, rhythmic cadence; grids of varying scales weave a scenographic language, conjuring the staccato rhythm of half-remembered dreams.
2F Display Area
Dream Cube
Passing through the vortex, visitors enter a deeper dream. Lines become further dispersed, and the space transforms into a “Dream Cube” world pieced together from fantastical imagination. Colors and structures fragment and recombine before the eyes, symbolizing the dissolution of the dream world and weaving a surreal, otherworldly scene.
The physical contours of the space contract inward in layers, while the gradient of colors, overlapping structures, and deepening visual focal points create a psychological expectation: The secret waits further within.
The nonlinear, staggered grid-like order echoes the form of the pop toys while evolving into a “pixel cube” narrative within the space. The stacked, colorful blocks also reflect the architectural features of Thailand's historic Wat Arun pagoda: countless small-scale modules layered densely yet openly, orderly yet mysterious.
Colors deconstruct the unified plane into numerous colorful boxes, pixelating the way the space is perceived.
Each box holds a different story, and every movement rearranges one's inner imagination. Just as in the world of POP MART, where selecting, combining, and displaying a variety of collectible toys allows one to construct a personal aesthetic and curated artistic moments.
2F Café
Fairy Tale: Where Dream Meets Reality
The Fairytale Café provides a quiet place to settle after all adventures, symbolizing that only after experiencing the dream can reality shine with a fairytale-like radiance.
For the brand's first overseas Fairytale Café, the designer drew inspiration from classical Western architectural language, using elements such as colonnades, arches, moldings, and reliefs as a foundation. Through the integration of IP characters, these classical elements are imbued with playful, lively energy.
They seem to cross over from dreams, quietly entering reality and blending into everyday life. They serve not only as functional elements but also as the hidden protagonists of the space.
The color palette continues this emotional tension between dream and wakefulness: the pale blue ceiling evokes a lingering dream at dawn, while the pinkish-red brings a touch of warm reality.
POP MART Bangkok ICON SIAM Flagship Store is more than a store—it's a fairy tale. Visitors ascend through nested dreams, then surface to the “real” world, only to find that reality isn't the opposite of the dream, but its afterglow. The wonders they meet, the colors they absorb, the emotions they carry do not fade. Instead, they settle inside as a quiet, lasting echo.
Everyone who steps into POP MART keeps the story going, extending the unfinished dream in their own private epilogue.
