Take “pop-up” from the label of Siam Square’s Freitag store—it’s here to stay.

Behind the design of the eco-friendly Swiss brand's store is Zurich-based Corsin Zarn, who's designed most of the world's official Freitag stores.

Built into the space is a rotating exhibition, which is currently displaying items from the brand's history. The brand's takeover of the upstairs floor (formerly Hands and Heart Cafe) makes this Freitag store one of Asia’s biggest. 

Denim importers Pronto are putting that floorspace to good use, fully loading the store with over 2,000 of the signature bags fashioned from salvaged materials. The largest wall is dedicated to Freitag’s greatest hit, the Miami Vice bag (B3,900).

Following the Bangkok opening will be Chiang Mai’s own branch at One Nimman.