Located in the heart of Siam Square, the FREITAG Core F store is one of the brand’s earliest flagship stores in Thailand, housed in a 1960s British Council building designed by Sumet Jumsai, a renowned Thai modernist architect. After many years, the store finally gets its renovation.
The main intention is to take the store in a distinctly industrial direction—exposing and almost celebrating the storage itself. Rows of identical brown boxes sit behind sliding yellow industrial mesh, turning the warehouse into the store’s facade. Products come and go, making the stockroom part of the public experience.

The space is stripped back to its original surfaces, painted white, with raw grey concrete floors—a simple backdrop for storage, products and everyday operations.
Then there is the green stair. Inside the storage system, it works as equipment, helping staff reach higher racks and move boxes. When not needed, it slides towards the front and becomes a small piece of public furniture—a place to sit, wait or hang around. A red-and-green signal light switches on whenever it needs to move: a simple warehouse-style gimmick reminding everyone that the furniture is about to go back to work.
The existing staircase is also reused, with new railings based on our earlier FREITAG Silom design—another small gesture towards the brand’s spirit of giving things a second life.

Upstairs, the F-Table hosts exhibitions, product launches and workshops. At the rear, the repair corner makes FREITAG’s repair service visible. Skilled technicians work in front of large illuminated circular openings, reinterpreting one of Jumsai’s architectural motifs. Throughout the day, repair becomes a small performance: old bags quietly begin another life.