Silver Interior Space and Exhibition Design · 2025
Geneus DNA and Gatta Multifunctional retail store
by After Design Living and Space Co.,Ltd.
- A' Design Award 2025 Silver Winner in Interior Space and Exhibition Design
- Awarded April 15, 2025
- CLIENT: After Design Living and Space Company Limited
- Estimated Number of Design Views: 27,091
- Verification code 07D724620D · Verify this award
About Geneus DNA and Gatta Multifunctional retail store
Geneus DNA and Gatta is a multifunctional retail interior that combines personalized genetic testing services with a cafe. The name Gatta comes from the four DNA bases A, C, G and T, symbolizing personalized health. The project occupies two adjacent units of 6 by 5 meters, totaling 60 square meters. One side offers genetic testing, while the other serves coffee. Stainless steel, transparent polycarbonate, curved lines and LED strip lighting create a futuristic look. The open layout guides visitors from science to comfort, making testing feel less intimidating.
Jittsuphang Virachditchaphong's Geneus DNA and Gatta Multifunctional retail store represents a compelling investigation into the possibilities of transformative commercial architecture, wherein the designer has conceived a spatial intervention that transcends conventional retail typologies through its employment of biomorphic structural language and material sophistication. The work positions itself within contemporary currents of parametric design and experiential retail, drawing upon traditions that recognize commercial environments as stages for meaningful human encounter rather than mere transactional settings. The technical achievement evidenced in the precisely fabricated aluminum rib system demonstrates exceptional command of metalworking craft and structural engineering, with each curved element maintaining consistent radii while creating the progressive perspectival diminution that activates the tunnel metaphor central to the spatial experience. Chromatic restraint serves the design's conceptual clarity, as the limited palette of silver, cream, and transparent elements allows the architectural gesture to communicate without chromatic distraction while simultaneously creating a sophisticated visual environment that suggests innovation and forward-thinking enterprise. The integration of functional hospitality elements within the sculptural envelope reveals thoughtful consideration of programmatic requirements, where the curved counter becomes both service station and social anchor, its elliptical form echoing the organic geometry of the enclosing structure. One observes how the designer has addressed the challenge of creating distinctive identity within the potentially overwhelming context of a larger commercial complex, employing the dramatic architectural intervention as a beacon that draws attention while the semi-transparent mesh panels maintain visual connection to surrounding retail activity. The selection of transparent ghost stools demonstrates sensitivity to maintaining spatial openness and visual permeability while providing necessary seating accommodation, their ethereal presence complementing rather than competing with the dominant metallic architecture. Visitors might contemplate how this environment transforms the ordinary act of purchasing refreshment into an architectural experience, inviting consideration of the evolving relationship between commerce, design, and contemporary expectations for meaningful spatial encounter.
Press Kit
- Unique Properties
- This interior concept integrates Geneus DNA’s personalized genetic services and GATTA Café, reflecting the brand’s innovation and accessibility. "GATTA" derives from the four DNA bases—A, C, G, T—symbolizing personalized health. Like DNA, the design adapts and merges functions dynamically, aligning with the brand’s focus on precision. Minimalist lines, clean details, and a futuristic palette express the brand’s ethos, connecting science with lifestyle.
- Dimensions & Packaging
- The project consists of two adjacent units, each measuring 6x5 meters, totaling 60 square meters. One side houses Geneus DNA, offering personalized genetic testing services, while the other is GATTA Café, a lifestyle-driven coffee shop. Though distinct in function, both spaces are unified through design to make the experience feel less intimidating, creating a seamless blend of science and lifestyle.
- Tags
- Retail Design, Geneus DNA, Gatta Cafe, Shop design, Store Design, After Design Living and Space, After Design Studio, Montfort del Rosario School of Architecture and Design, AAU
- Production Technology
- The design uses stainless steel, transparent polycarbonate, and curved lines to create a sleek, modern aesthetic that immerses visitors into the world of GATTA. LED strip lighting enhances the futuristic vibe, while the open layout adds functionality and visual appeal. The aroma of expertly crafted coffee fills the air, enhancing the experience. Every element is designed to make customers feel as though they’ve stepped into a world of innovation, leaving them with a lasting desire to return.
- Design Challenge
- The project faced several challenges: merging diverse functions in one space, balancing a bold brand vision with budget limits, and complying with strict mall rules such as height restrictions and visibility. We also had to ensure the design stood out without blocking nearby shops. New materials required on-site experimentation, and the client initially rejected the concept for feeling unwelcoming. With clear explanation and teamwork, we earned approval and completed the build within tight, nighttime-only hours.
- Project Duration
- The store, located on the G-floor of Seacon Square Mall in Srinakarin, Bangkok, Thailand, began construction in November 2023 and was completed in December 2023, taking approximately one month. Positioned in the central void of the mall, the shop benefits from high visibility, making it an eye-catching spot for visitors. The strength of the branding and design is so impactful that the mall invited the store to occupy this prime location, aiming to drive foot traffic and attract customers to the mall. This second branch follows the success and strong interest of the first location.
- Operation Flow
- This space operates as a dynamic fusion of two distinct functions—Geneus DNA store and GATTA Café—creating a seamless, interactive experience. The design transforms through adaptable layouts and precise material choices, guiding visitors from scientific discovery to lifestyle comfort. Key frames include the welcoming café area and the informative DNA zone, where customers engage in a personalized journey. The integration of technology, design, and ambiance ensures an optimized, memorable experience, fostering deeper engagement.
- Research
- This research combined in-depth brand analysis with user behavior studies to craft a space where advanced health tech meets everyday familiarity. Using interviews, surveys, and customer journey mapping, we uncovered key barriers—intimidation, inaccessibility, and unfamiliarity. By integrating these insights, the design transforms a clinical service into a lifestyle experience, enhancing engagement, supporting business growth, and redefining how society interacts with personalized healthcare
- Inspiration
- Inspired by the potential of personalized health, we envisioned a space where advanced genetic science is reimagined through design. The idea began with the challenge of making DNA testing feel less intimidating. By pairing it with a familiar café experience and drawing from the futuristic themes of the film Gattaca, we created a concept that transforms scientific exploration into a bold, engaging spatial narrative that sparks curiosity and connection
- Patents
- After Design Living and Space Co.,Ltd., 2025
Colors of Geneus DNA and Gatta Multifunctional retail store
Get Geneus DNA and Gatta Multifunctional retail store
Award-Winning Interior Design Services
We transform spaces into extraordinary environments that elevate your brand and enhance daily life. With over a decade of expertise in commercial and residential design, we blend innovation with functionality to create interiors that inspire, engage, and deliver lasting impact.
G0E23 Shop