Company: Gratitude Design

Project name: SHU

Location: Bangkok, Thailand

Designer/ Architect: Warakorn Termwattanapakdee

Manufacturer: King Big Wood

Stakeholder/ Owner: SHU Global

In a market where retail spaces often follow predictable formulas, SHU’s reimagined store breaks the mold - boldly redefining the shopping experience as a curated journey of identity and emotion. Designed by Gratitude Design, the space draws inspiration from SHU’s iconic Sofa Shu model, translating the brand’s core value of softness into a physical environment. Flowing lines, gradient mirrors, and ergonomic gondolas double as both product displays and places of rest - blurring the line between function and feeling.
 

Rather than overwhelm with visual noise, the design invites calm exploration. Clean grid layouts, architectural lighting, and seamless zoning guide movement intuitively. Every detail - from the curve of a mirror to the glow behind a logo - is deliberate, echoing SHU’s rise from a local favorite to a globally minded lifestyle brand. A minimal yet expressive palette ensures flexibility, letting the design evolve while staying rooted in identity.
 

SHU’s approach reflects a deeper truth - that in the digital age, physical retail thrives when it becomes immersive, emotional, and human. This is more than a store - it’s a statement of future-facing design.
 

Discover the world of SHU