THE SIAM FROZEN 

Project

SIAM FROZEN ROLL

The design concept of the Thai Roll Ice Cream outlet emphasizes a fun, vibrant, and engaging dessert experience inspired by the lively atmosphere of Thai street ice cream. Bold red architectural elements and playful graphic patterns create a strong visual identity that attracts attention and stimulates excitement, while the open counter layout allows customers to enjoy the ice cream rolling process as part of the experience. Colorful illustrations, neon signage, and ice-cream-inspired details enhance the youthful and Instagrammable character of the space, balanced by comfortable seating and warm materials to create an inviting environment for families and young customers in a modern retail setting.

The design concept of this Thai Roll Ice Cream outlet is inspired by the joyful, vibrant, and playful experience of street-style ice cream from Thailand, reinterpreted into a modern retail environment. The space is designed to attract attention, create excitement, and invite customers to engage both visually and socially.

Bold red architectural elements dominate the ceiling and façade, symbolizing energy, passion, and appetite stimulation. These sculptural ceiling forms create a strong visual identity while guiding customers toward the main service counter. The open layout emphasizes transparency, allowing customers to watch the ice cream-making process, which becomes a central performance and part of the brand experience.

The counter and wall surfaces are wrapped in colorful, illustrated patterns inspired by ice cream ingredients, toppings, and playful shapes. This graphic treatment reinforces a fun, youthful, and family-friendly atmosphere while reflecting the handcrafted nature of rolled ice cream. Neon signage and ice-cream-shaped icons add a contemporary and Instagrammable appeal, encouraging social interaction and brand recall.

The seating area is designed to be warm and welcoming, using soft pastel-colored chairs and light wood finishes to balance the bold red tones. This creates a comfortable space for families, friends, and couples to enjoy their desserts. Overall, the design blends Thai street food authenticity with modern mall aesthetics, creating an immersive dessert destination that is memorable, cheerful, and highly visual.

• Color Palette
  Dominant red for branding and excitement, balanced with pastel seating colors and warm wood textures.
  
  
• Ceiling Design
  Sculptural, layered red ceiling elements as a visual focal point and brand identifier.
  
  
• Open Counter Layout
  Transparent preparation area to showcase the ice cream rolling process as live entertainment.
  
  
• Graphic & Visual Identity
  Colorful illustrated patterns on counters and walls inspired by ice cream, toppings, and fun shapes.
  
  
• Lighting
  Combination of warm ambient lighting and accent lighting to highlight signage and counter areas.