Celebrities share their vision of ‘The Art of Living Danishly’ at the new store that showcases the essence of Danish craftsmanship.
Bangkok — Index Living Mall (ILM), a leading retailer of furniture, home décor, and accessories tailored to urban lifestyles, marks the 10th anniversary of BoConcept Thailand with the launch of its third and largest flagship store in Southeast Asia, located in Thonglor. The new store offers a unique experience of Danish design, featuring furniture imported from Denmark—each piece a testament to distinctive craftsmanship. This milestone also marks a new chapter for the BoConcept brand with the appointment of Global Artistic Director Helena Christensen. She will bring a fresh vision to BoConcept, championing the concept of “The Art of Living Danishly”—a philosophy that combines timeless elegance, refined quality, and modern living.
Ms. Kridchanok Patamasatayasonthi, Managing Director of Index Living Mall PCL, said, “BoConcept is a globally renowned furniture brand, celebrated for its distinctive design, craftsmanship, and quality rooted in Danish tradition. For nearly 70 years, it has redefined how people live, work, and relax worldwide. This year marks the 10th anniversary of BoConcept in Thailand, and we’re commemorating the milestone with the grand opening of its new flagship store in Thonglor. This flagship—the largest in Southeast Asia—offers an immersive design experience. Customers can personalize their living spaces with over 120 premium fabric and genuine leather options imported from Denmark and Italy, all certified by OEKO-TEX® STANDARD 100. We also offer expert consultation and 3D design services to help bring each customer’s vision to life. Located in the DécorScape building on Thonglor Road, Bangkok’s premier lifestyle and business hub, the store features a dedicated Material Zone for design customization and curated areas for Living, Dining, Bedroom, Outdoor, and Home Office collections. The showroom also includes a ‘Designer Hub’—a collaborative space for designers and interior professionals—to inspire the creation of truly personalized homes."
“BoConcept is a premium Danish furniture brand founded in 1952 by Jens Ærthøj Jensen and Tage Mølholm, two Danish carpenters who infused every piece with Danish design DNA under the concept ‘LIVE STYLE, LIVE EKSTRAORDINÆR.’ Our designs go beyond everyday functionality—they are crafted as art pieces that elevate any living space, blending seamlessly with various interior styles. This aligns perfectly with today’s home décor trends, emphasizing modern simplicity, earth-toned palettes, and long-lasting quality—echoing the sustainable ‘Minimaluxe’ concept. BoConcept now has over 300 stores across 65 countries. Every showroom is thoughtfully designed to inspire, from furniture layout to lighting and sound, creating an immersive atmosphere that sparks ideas for living beautifully in the Danish style. To ensure a consistent and elevated experience, all our staff receive direct training from the brand, delivering the same BoConcept ‘Live Ekstraordinær’ standard to customers worldwide," added Mr. Mikael Kruse Jensen, CEO of BoConcept.
Timeless Danish Design – BoConcept Iconic
BoConcept’s hallmark is its ability to redefine the concept of “home" through simplicity and the distinctive appeal of urban Danish design. To mark the grand opening of its flagship store, the launch event drew a host of well-known personalities. Among them were 3 celebrities who shared their approaches to home décor: Preedakorn ‘Bank’ Metkriengchai, known for his individualistic taste; Tarm Chamnongarsa, a businessman with a global outlook; and Pitchaya ‘Donut’ Songskulchai, a creative force behind ‘AIMER,’ a fashion brand celebrated for its effortlessly refinement.
Preedakorn ‘Bank’ Metkriengchai, co-founder of bespoke tailoring brand RAMS, praised BoConcept for balancing aesthetics with functionality. “My favorite pieces are the Imola Chair and the Santiago Round Table. The chair’s bold, curved lines captivated me instantly, offering comfort that feels like a warm embrace. The table, though minimalist, serves as the heart of the home—bringing people together with its clean design and versatility. These aren’t just furniture pieces but living designs with stories and practicality that perfectly reflect my style.”
Stylish businessman Tarm Chamnongarsa shared his thoughts on BoConcept’s design: “What I love about BoConcept is its simplicity paired with strong design identity. The Salamanca Sofa‘s white modular design adapts to any space, with extra-large foam cushions and a flexible backrest that creates the perfect spot to unwind. Its subtle 1970s bohemian feel brings warmth to the living room. The customization options—over a hundred fabric and leather choices—are ideal for someone who wants something unique. The Santiago Round Table is another standout: minimalist, extendable, and perfect for gatherings, with subtle curves and hidden details that add character.”
Pitchaya ‘Donut’ Songskulchai, the force behind fashion brand AIMER, known for her effortlessly cool style, shared her inspiration when choosing furniture, “As a woman, I’m drawn to minimalist pieces, especially limited editions that feel unique and personal. The Sweet Art collection is a favorite because it blends Danish design with warm, hygge-inspired charm. Inspired by cakes and curved ceramics, these pieces have a soft, delicate look that adds a cozy warmth to any home. The pastel tones and clean, simple designs without distracting patterns reflect gentleness and brightness. BoConcept has captured this feeling perfectly—adding warmth and cuteness that makes a house feel cozy.”
Adding to the event, renowned mixologist Korkuer ‘Yo’ Deewattananukul crafted a series of exclusive signature cocktails, each inspired by BoConcept’s iconic furniture pieces.
The first, ‘Imola Sprite,’ draws inspiration from the bold curves of the Imola Chair. Served in a rounded wine glass echoing the chair’s tennis ball-inspired design, the cocktail features a refreshing sweet-and-sour profile—reminiscent of this iconic piece’s relaxed, uplifting feel.
Next, ‘Santiago SERENO’ reflects the essence of the Santiago Round Table. Presented in a curved glass mirroring the table’s minimalist yet refined silhouette, the drink combines fresh notes with the warm aroma of oak. Garnished with delicate light-purple flowers, it evokes a cozy, celebratory atmosphere—perfect for gatherings with family and close friends.
Finally, ‘Salamanca Light Floating’ channels the spirit of the Salamanca Sofa. Served in a sleek, elegant glass adorned with a small bouquet of white flowers, the cocktail offers a smooth, well-rounded flavor profile that imparts a sense of calm—like sinking into the plush comfort of this sofa.
These 3 specially designed cocktails beautifully connected BoConcept’s design with a unique sensory journey, adding a memorable touch to the evening’s ambiance.
Exclusive Grand Opening Offer! Enjoy an extra 5% discount with participating credit cards, valid until 30 April 2025.
Discover the art of Danish living through timeless and elegant home décor with ‘The Art of Living Danishly,’ available at all 3 BoConcept branches:
- BoConcept Thonglor – DécorScape Thonglor | Tel. 065-516-9337
- BoConcept Siam Paragon – 3rd Floor, Siam Paragon Shopping Center | Tel. 02-129-4657-8
- BoConcept Phuket – 1st Floor, Index Living Mall, Phuket Branch | Tel. 076-304-102
Explore more or inquire online at https://www.boconcept.com/en-th/. Follow the latest news via Facebook, Instagram, and LINE Official.
