The original Chitralada shop was set up as an outlet, to support the royal patronage project to improve rural life by extending villagers skill, provide additional income for rural families and preserve tradition, craftsmanship and national heritage.
The branch at Chitralada Palace was being relocated to a new site at Or-Tor-Kor market. Known for its emphasis on traditional food and craft, compliments Chitralada hand woven fabric and rural products. The relocation of the Chitralada shop from palace to market improves public accessibility and deepens public awareness of the royal project and Thailand’s heritage. The busy market is mainly laid with concrete and tarmac, with plant shops providing the only greenery in the vicinity. In line with Chitralada’s principle for better living the architect reduced the shop footprint so that nearly half of the entire site area was designed as green space. This provided natural shading of the building, as well as a meeting and resting place for everyone visiting Or-Tor-Kor market.
In order to achieve maximum open public space in such a limited site area without having to compromise business activity, all shelves and storage areas were radically arranged and redesigned. Once storage spaces were maximized, the building was carved and green area introduced. Although the overall floor area is smaller, shelves and storage area are doubled that of the previous shop.
The relocation also afforded the opportunity to rediscover and revitalize the shops identity. What began as a relocation project has manifested itself into a revitalization project. Traditional hand woven fabric, the original intention and identity of Chitralada, are brought to the front of the shop and allocated three times the display space was given previously. In the central section, retractable display shelves were utilized, allowing rolls of printed fabric to be stored efficiently and easily pulled out for display. Externally the Chitralada identity is reflected in the hand laid brick pattern that resembles distinctive pattern of Thai woven fabric displaying the organization virtue to all passersby.