BOYY Space #4 by FOS, Central Embassy

The latest iteration of the creative partnership is an audacious pursuit within the realm of luxury retail, and their most ambitious. BOYY and FOS are navigating an unconventional course in spatial design with the brand's new base in Thailand at Central Embassy, considered the most prestigious shopping location in the country. 

Departing from the constraints of a traditional, foreseeable luxury retail environment, their ambition is to craft an ambiance where consumer encounters are characterised by both unpredictability and a profound sense of personalisation. The concept transcends mere physicality, envisioning a dynamic, interactive luxury retail setting where individuals engage with art and products in a manner intricately linked to their personal references and memories. This progressive approach challenges the conventional landscape of luxury retail, aspiring for nuanced adjustments and manipulations that elevate awareness within these refined environments.

The collaboration between BOYY’s co-founders, Jesse Dorsey and Wannasiri Kongman, and FOS began at the

Milan flagship space on Via Bagutta. The design themes initiated in the BOYY store in Via Bagutta find continuity in the Embassy space.  As an artist, FOS's work revolves predominantly around utilising space as a foundational element—understanding the surroundings, their characteristics, and limitations is integral to his artistic approach. The Embassy space is envisioned as “a city (the shop) within a city (the shopping mall) within a city (Bangkok)”.

FOS has deliberately chosen industrial materials not commonly associated with luxury environments. The 'buildings,' resembling structures, are predominantly crafted from polished, subtly coloured  aerated concrete blocks. The subtleties of luxury emerge from the meticulous process of achieving the desired finish on these materials, demanding a high level of craftsmanship and a substantial amount of manual labour. This transformative process turns the ordinary into a form of art, embodying the philosophy that underlines BOYY's unique take on contemporary luxury.

Within these 'buildings,' one can explore an array of windows, openings, and distinctive architectural features. Through these, BOYY's creations – whether bags, footwear, or clothing – reveal themselves, artfully framed by these design elements. 

‘When one entity stands alone, it exudes a singular presence. However, with the presence of another entity, it transforms into an environment. When something else enters this environment, a situation unfolds. In the Embassy space, the interior constitutes one entity, while the entire product range stands as a separate entity; yet, these two coexist and create an environment, and when consumers engage, it turns into a unique situation. The interplay between the products and the interior gives rise to an entirely new narrative in collaboration with the consumers.’ FOS says. 

Embracing this approach to the space introduces inherent uncertainty regarding the type of experience consumers might encounter. Similar to engaging with art, individuals summon their references and memories, intertwining them with their present perceptions. This is what lends intrigue to the approach—the experience becomes profoundly personal and individualised. Jesse concludes, ‘Even within a commercial context, we aspire to explore the potential for subtle alterations or manipulations that could heighten our awareness within these environments.’