Hermès is using the renovated duplex at ICONSIAM in Bangkok as both a design statement and a strategic bet on Thailand’s fast-rising luxury spend, with a concept that leans heavily into riverfront views, local craft, and a full-line merchandising mix across all 16 métiers. The house positions the store as a luminous “journey of discovery,” guiding clients from leather and equestrian icons to beauty, ready-to-wear, and home, in a space that looks directly onto the Chao Phraya River.
Store concept and layout
The renovated Hermès ICONSIAM store reopened on November 27, 2025, as an expanded, double-height duplex wrapped in a full glass façade. Originally inaugurated in 2018, it remains one of three Hermès locations in Bangkok, alongside Siam Paragon and Central Embassy, but now operates as the city’s riverfront flagship.
The store sits at ICONLUXE in ICONSIAM, with its main entrance on the upper level and a second entrance at ground level connected to the luxury district. Opening hours run from 10 am to 8 pm, seven days a week, signposting the brand’s intention to serve both local clientele and tourists moving through the riverside mixed-use development.
Design details and materials
The interior and façade were conceived by Paris architecture agency RDAI, which designs Hermès boutiques globally. The pink marble ex‑libris at the main entrance leads into terracotta‑flecked terrazzo flooring, while a sweeping terrazzo staircase connects the upper level to the ground floor.
Locally hand‑woven rattan appears as a curved structural column that visually separates the men’s universe on one side from women’s ready‑to‑wear and shoes on the other, echoing traditional Thai craftsmanship. Aquatic-toned ombré carpets and handmade fabric wall panels pick up the colors and movement of the Chao Phraya River, reinforcing the riverfront setting.
Art, craftsmanship, and Thai influences
Artworks throughout the boutique link Hermès’ heritage with Bangkok’s creative scene. Pieces include historical works from the Émile Hermès collection and contemporary photography, such as “Nocturne 3” by Marie Joubert, together with rattan‑and‑metal horse sculptures specially created by Thai artist Terawat Teankaprasith.
In addition to global assortments, the store carries Thailand‑inspired pieces such as a Muay Thai‑influenced kit bag in H canvas and turquoise swift calfskin, and matching leather boxing gloves featuring a tiger head illustration by naturalist Robert Dallet, conceived as a tribute to local culture. These touches help differentiate the ICONSIAM boutique from other Hermès locations in Asia, emphasizing locality within a global brand language.
Merchandising mix and client journey
Across its two levels, the store brings together all 16 métiers in a vertically choreographed path. The upper floor focuses on women’s silk and fashion jewellery near the entrance, then flows into men’s silk, an intimate beauty and fragrance area, and on to women’s ready‑to‑wear and footwear.
The lower level houses watches and fine jewellery in a lounge-like setting, with equestrian collections and leather goods positioned toward the back, lit by generous natural light. Homeware and furniture sit near the ground-floor entrance, framed by green marble and the signature Faubourg mosaic under Hermès’ Grecques lighting, reinforcing the link back to 24 Faubourg Saint-Honoré in Paris.
Iconsiam’s luxury positioning
Beyond core assortments, Hermès ICONSIAM has introduced special items that pay tribute to Thailand’s culture, including two products inspired by Muay Thai: a kit bag crafted in H canvas and turquoise swift calfskin, and matching leather boxing gloves decorated with calfskin badges and a tiger-head illustration by naturalist Robert Dallet. These Thai-inspired pieces align with Hermès’ broader strategy of tailoring local exclusives to deepen engagement with key client communities.
For ICONSIAM, the reopening of a significantly upgraded Hermès flagship bolsters ICONLUXE, the mall’s 25,000 square metre luxury zone that now houses more than 30 global fashion, jewellery and watch brands including Louis Vuitton, Dior, Cartier and Gucci. The riverside destination was recently recognised as one of the world’s most influential retail destinations and has been awarded as Thailand’s best luxury shopping mall, underlining its importance as a magnet for international luxury houses.
