BEAUTRIUM

BEAUTRIUM – Dusit Central Park Branch is designed under the B Shape concept, inspired by the letter “B,” the first initial of BEAUTRIUM. The curved geometry of the letter is interpreted and translated into interior design elements throughout the store. The main challenge of this branch lies in spatial planning, as the retail area is relatively compact and defined by irregular, non-linear wall lines, which could easily make the space feel narrow.

To address this, the PSD team developed a layout organized around three main circulation paths. The orientation of the product shelving was carefully adjusted to allow visual continuity from the storefront through to the garden view beyond, helping to open up sightlines and create a more airy and comfortable spatial experience. The storefront is designed with a V-shaped form, responding seamlessly to the angled interior walls. The ceiling features recessed volumes combined with uplighting, highlighting the ceiling texture and enhancing the sense of depth and dimension within the space . Above the shelving units, a continuous border element is integrated to accommodate LED screens and signage, creating rhythm and visual continuity throughout the store successfully delivering a cohesive spatial identity despite the compact footprint.