AI | Whitesp-ce


Interior Design, Retail Store Prototypes, Brand Design, Signage & Interior Graphics, Visual Merchandising, Marketing Communication

Whitespace partnered with Copperwired, the leading Apple reseller in Thailand, to envision a next-generation Branded prototype store for Apple Authorised Resellers.

“Instantly recognisable as being born of Apple DNA– Ai presents a powerfully minimal retail environment.”

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“Colors derived from Apple’s classic rainbow logo and motifs inspired by pixelated icons from the original MacOS are combined with modern typography to create something fresh and new.”

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“Copperwired know that customer services have been a key to building a loyal customer base over their twenty years in the business.”

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Apple intuition – An Experimental Apple Authorised Reseller Store

Having developed the iStudio Apple Premium Reseller store concept our client wanted to turn our attention to their Apple Authorised Reseller stores. As the premier Apple dealer in Thailand, Copperwired wanted to start with a clean slate, and reinvent the Apple reseller store of the future.

Without a global standard for Apple Authorised reseller stores, Copperwired wanted to create their own. These stores are intended for smaller locations and dont have the strict merchandising requirements of Premium Reseller stores. Clients typically require a less costly implementation budget. With this in mind, Whitespace designers undertook a fresh approach to Apple dealer stores.

Our scope of work included complete branding services, working with the clients given naming of Ai (Apple intuition). Our client wanted to position the stores targeting try Apple fans. With that in mind, our designers looked to the history of the Apple brand for inspiration. Our solution focused on fun, with a bit of nostalgia taking its colour scheme from the original Apple rainbow logo, the Hellogreeting from the original Mac launch screen, and the pixellated icons from the early Mac OS. We then made sure that the overall branding was also thoroughly clean and future-looking.

The overall image of the store conveys warmth and a minimalist, sophisticated design ethos. The open ceiling space is dominated by a large ring light fixture that provides iconic recognisability while remaining within budgetary constraints. We created tables with chunky wood legs recalling our iStudio stores but simplified and supporting impossibly thin white solid surfacing tabletops that appear to hover over the legs. We kept fixture types to a minimum, focusing on modularity allowing for almost infinite reconfigurations. The store has a major accessory focal wall, grouped into categories with the same wood elements used on the tables.

Overall, we believe Ai conveys the essence of the Apple brand and provides a user-friendly customer experience without compromise.


Copperwired Public Company Limited




Siam Discovery, Bangkok


Interior Design, Retail Store Prototypes, Brand Design, Signage & Interior Graphics, Visual Merchandising, Marketing Communication


Studio 1


Mr. Phanupol Bawornwiwut

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