Dior Beauty’s new ICONSIAM flagship is a full-scale experiential lab for the Maison’s luxury empire. As the largest boutique in Southeast Asia, it debuts Dior’s "New Look" architectural concept, merging couture heritage with tech-enabled skincare diagnostics. Featuring a VVIC Lounge modelled after 30 Avenue Montaigne and the immersive Dior La Suite treatment room, the space deepens client loyalty through radical personalisation and sensory storytelling.

On lands at Bangkok’s ICONSIAM with a flagship that fuses Swiss precision and Thai inspiration. Drawing from Khon Kaen’s Blue Spring, the 826 sqm store features natural textures, curved design, and an interactive Magic Wall showcasing On’s innovations. Divided into zones for running, training, lifestyle, and tennis, it doubles as a hub for the city’s running community with workshops and run clubs. More than retail, it’s a cultural destination blending performance, storytellin

POP MART’s Global Landmark Store at ICONSIAM is a 760sqm playground where Thai heritage meets pop culture. A four-metre Molly in Chakri attire greets visitors, leading into fluid, river-inspired design, game-like collector zones, and the first POP MART Café outside China. From monumental installations to exclusive collectibles, every detail transforms the space into a cultural destination, part store, part theatre, all imagination.