Geneus DNA and Gatta
Multifunctional retail store for After Design Living and Space Company Limited
This interior concept integrates Geneus DNA’s personalized genetic services with GATTA Café, reflecting innovation and a healthy lifestyle. "GATTA" comes from the four DNA bases—A, C, G, T—symbolizing personalized health. The design adapts and merges functions dynamically, aligning with the brand’s focus on precision. Minimalist lines, clean details, and a futuristic palette embody the brand’s ethos, connecting science with lifestyle. Despite facing many challenges, the project was successfully completed and became a stunning success
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Geneus DNA and GATTA by Jittsuphang Virachditchaphong
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Multifunctional retail store by Jittsuphang Virachditchaphong
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Jittsuphang Virachditchaphong Geneus DNA and GATTA
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Jittsuphang Virachditchaphong Multifunctional retail store
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Geneus DNA and Gatta Multifunctional retail store Press Releases
Discover our press releases for Geneus DNA and Gatta available in the following languages: English.
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.
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
Project Overview
Geneus DNA and Gatta Multifunctional retail store has been a Silver winner in the Interior Space and Exhibition Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Image Credits
For design images and photos please credit Jittsuphang Virachditchaphong.
Silver Recognition
Jittsuphang Virachditchaphong was recognized with the coveted Silver A' Design Award in 2025, a testament to excellence of their work Geneus DNA and Gatta Multifunctional retail store.
Jittsuphang Virachditchaphong Press Releases
We provide a series of press releases on Jittsuphang Virachditchaphong that journalists and press members can freely incorporate into their narratives. Immediate access is granted to 1 press releases for all journalists.
Geneus DNA and GATTA Café Redefine Retail with Futuristic, Multifunctional Space at Seacon Square Bangkok
Bangkok, Thailand - December 2023 - After Design Living and Space unveils Geneus DNA and GATTA Café, a groundbreaking 60-square-meter retail concept at Seacon Square Mall that seamlessly blends personalized genetic services with a lifestyle-driven café experience, making advanced health technology approachable and engaging for all visitors.
Jittsuphang Virachditchaphong Newsroom
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