BONIA steps up brand elevation with new concept store and brand muse

BONIA is sharpening its brand elevation journey with the opening of its reimagined concept store at Pavilion Kuala Lumpur, alongside the appointment of Thai actor and model Joong Archen as its brand muse for spring/summer 2026.

The dual move marks a significant moment for the 50-year-old house, bringing together immersive retail, celebrity influence, and a renewed focus on emotional connection as BONIA continues to evolve its accessible luxury positioning across the region.

Located on the fourth floor of Pavilion KL, the new concept store, dubbed the House of BONIA, draws deeply from the brand’s Italian roots. Inspired by the city of Bologna, where BONIA’s name and artisanal philosophy originate, the space translates heritage into a contemporary retail experience through warm terracotta tones, clay brickwork, and handcrafted textures.

According to Linda Chen, chief creative and marketing officer at BONIA, the concept store is designed as a physical extension of the brand’s story. “The House of BONIA is inspired by the soul of Bologna, Italy, the city from which our name evolved and where our journey began in 1974,” she told A+M. “Today, the reimagined concept store translates this legacy into a contemporary experience, reinforcing our brand elevation by bridging heritage with modern expression.”

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Designed in collaboration with architecture studio Linehouse, the store unfolds as a series of distinct rooms, each narrating a chapter of the brand’s evolution. From The Loggia, which pays homage to BONIA’s early craftsmanship with leather panels and 1970s luggage-inspired cabinetry, to the Pink Room dedicated to women’s collections, and the Green Room spotlighting BONIA’s expanding men’s leather goods offering, the space reflects the brand’s broader lifestyle ambitions.

“The store is thoughtfully zoned to showcase both women’s and men’s collections while maintaining a cohesive narrative,” Chen explained. “This allows BONIA’s evolution to be experienced organically, while ensuring each customer feels represented and engaged.”

Anchoring this new chapter is the appointment of Joong Archen as BONIA’s latest brand muse. Known for his refined yet approachable presence, Archen was selected for what Chen described as his natural alignment with BONIA’s evolving identity. “He embodies a quiet confidence, modern elegance, and authenticity that resonates strongly with today’s audience,” she said, adding that Archen represents “a new generation of masculinity, refined yet playful, which mirrors how BONIA bridges heritage with contemporary expression.”

The collaboration goes beyond a traditional seasonal campaign. BONIA has lined up on-ground experiences at the Pavilion KL store, exclusive fan and media events, interactive in-store activations, and limited-edition brand muse–inspired collectibles. Archen is also set to make a special appearance at the Pavilion KL store on 30 January 2026, supported by social media contests and gift-with-purchase initiatives.

This is also not the first time BONIA has engaged a notable personality as its ambassador. As part of its 50th anniversary celebrations, the brand tapped Nayeon from K-pop girl group sensation TWICE as ambassador in 2024. 

“Our key objectives are to deepen emotional connection, strengthen regional relevance, and reinforce BONIA’s position as an accessible luxury brand,” Chen said. “Through thoughtful collaborations, immersive retail, and meaningful storytelling, we aim to engage a new generation of consumers while delivering long-term brand value.”

As BONIA continues to expand its product range and refine its retail presence, Chen noted that brand building remains an ongoing journey. “While we have achieved a strong, confident positioning today, we continue to evolve with our customers, culture, and markets,” she said. “Staying relevant while honouring our heritage will always be at the heart of BONIA.”

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