BOYY Space #5, Chili Market

BOYY SPACE 05: CHILI MARKET: A CELEBRATION OF WARMTH, HERITAGE, AUDACITY, AND CONNECTION

BOYY unveils its latest BOYY SPACE 05: CHILI MARKET at IconSiam in Bangkok, Thailand, celebrating the dichotomy of the chili's comfort and danger.

Launching March 19, 2025, this immersive concept draws inspiration from BOYY's multicultural DNA, spotlighting the chili's universal presence across different cultures.

More than just a spice, the chili is a symbol of warmth, identity, daringness, resilience, deeply embedded in Thai and Italian traditions.

More Than Just a Spice 
In Thailand, the chili is woven into everyday life - not just in cuisine, but as a reminder of home, belonging, and cultural identity.

In Italy, the peperoncino (chili pepper) is revered not only for its flavor but as a talisman of strength and good fortune. Traditionally worn as a pendant or hung in homes, it is believed to ward off negativity and the "evil eye", much like protective amulets in Thai culture.

This shared symbolism of protection and resilience aligns with BOYY's ethos, blending meaning, heritage, and timeless design into an experiential retail journey.

An Immersive Cultural Experience 
BOYY SPACE 05: CHILI MARKET is more than just a store: it's a conceptual installation where fashion, culture, and sentiment merge. Through exclusive product design offerings and immersive storytelling, BOYY redefines the retail experience, creating a space that bridges cultural heritage with personal nostalgia.

BOYY SPACE 05: CHILI MARKET continues to push the boundaries of retail offering not just a space, but a story that celebrates heritage, connection, and the beauty of cultural fusion.