U.S. Polo Assn. Returns to the Heart of Bangkok Unveiling a New Signature Space at Siam Paragon Conveying the “True to Polo” Identity Through an All-New Store Experience
U.S. Polo Assn. in Thailand connects the iconic sport of polo to off-field lifestyle, alongside the launch of “Sawasdee Bangkok” —an exclusive collection created in collaboration with Thai artist Benxblues—exclusively at Siam Paragon on October 28, 2026.
U.S. Polo Assn., the official brand of the United States Polo Association (USPA)—the governing body for the sport of polo in the United States since 1890—unveils the U.S. Polo Assn. Signature Space at Siam Paragon, 2nd Floor, Department Store Zone, spanning an area of 60 square meters. This location has been developed to serve as one of the key destinations that conveys the new direction of U.S. Polo Assn. in Thailand, seamlessly fusing active on-field energy (On-Field Performance), sidelines fashion lifestyle (Off-Field Lifestyle), rich athletic heritage (Sport Heritage), and a premium brand experience (Brand Experience) together. The opening of the Siam Paragon branch marks another milestone for U.S. Polo Assn. following a period of absence from the Thai market. The brand now returns under the management of a new official licensee, bringing an elevated brand experience to allow Thai consumers to gain a clearer understanding of U.S. Polo Assn., particularly its authentic connection to the sport of polo.
An Authentic Connection — From the Sport of Polo to a Tangible Experience
At the heart of this Signature Space lies the concept of “True to Polo,” which aims to bring the world of polo closer to Thai consumers—especially broader audiences—allowing them to experience and become acquainted with the sport firsthand.
Instead of serving merely as a retail product display, the store is designed as a mini Community Space that connects Fashion, Sport, and Brand Storytelling through visuals, audio, materials, and elements inspired by polo, enabling visitors to naturally experience and understand the heritage of U.S. Polo Assn.
This concept aligns with the global direction of U.S. Polo Assn., which emphasizes building brand experiences across both digital channels and physical stores. J. Michael Prince, President and CEO of USPA Global, remarked on the brand’s growth strategy: “Connecting with consumers in the channels they prefer is an essential part of Omnichannel Marketing, and the physical store plays a vital role in delivering experiences through the lens of sport, fashion, and authentic brand storytelling.”
“We believe that physical stores still possess the power to create experiences that digital channels cannot fully replace. The Siam Paragon branch was therefore designed to be more than just a retail sales space; it is a space where people can discover the story of U.S. Polo Assn., feel the energy and atmosphere of polo, and understand the authentic connection between the brand and the sport. We hope that the in-store experience will make polo feel more relatable, fun, and accessible for Thai consumers,” stated Pawinthapon Luedat, Head of Marketing Communications, U.S. Polo Assn. Thailand.
A Modern Polo Clubhouse
The design concept for the Siam Paragon branch builds upon the image of the U.S. Polo Assn. Clubhouse, refreshed to meet the desired Brand Experience being created in Thailand.
The interior decoration utilizes Ivory White as the primary color tone, seamlessly blended with the brand’s Signature Navy Blue and Red, while enhancing identity and connectivity tailored to outdoor sports to elevate the spatial atmosphere. The design reinterprets geometric forms from various polo elements, including:
Polo Mallet: Incorporates the straight shaft and mallet head silhouettes into various woodwork and structural elements.
Polo Ball: Employs circular patterns in the center of the store, inspired by the shape of the polo ball.
Display Fixtures & Hang Racks: Adapts shapes from polo sports equipment into display pedestals and clothing racks.
Additionally, the interior seamlessly weaves together elements that evoke the feeling of a lush field and the energy of an outdoor arena in true Clubhouse fashion, naturally bridging the fashion retail space with the brand’s Sport Heritage.
The ICON Polo Wall — More Than Just a Polo Shirt
Another key highlight of the store is the “Polo Wall,” a space that showcases polo shirts in a wide variety of colors, representing one of the iconic items that reflect the true identity of U.S. Polo Assn.
However, for the Siam Paragon branch, the Polo Wall has been elevated beyond a simple display of polo shirts by incorporating real sports equipment—including Polo Mallets, Polo Helmets, and Polo Balls—into an exhibition-style showcase to connect the products back to the brand’s authentic origins.
This area is surrounded by imagery and screens broadcasting actual polo matches, accompanied by ambient sounds from the field—ranging from the galloping of horses, mallets striking the ball, referee whistles, and cheering crowds—adding a dimension of Sight & Sound that allows visitors to immerse themselves even closer in the energy of polo.
This concept builds upon the global Store Experience of U.S. Polo Assn., which utilizes the Polo Wall and sports-inspired elements to immerse consumers in the Brand Story, while keeping Lifestyle Fashion and Product at the core of the in-store experience.
“Sawasdee Bangkok”— When U.S. Polo Assn. Meets Bangkok
To celebrate the return of U.S. Polo Assn. and the unveiling of its Signature Space at Siam Paragon, the brand is set to launch a special capsule collection, “Sawasdee Bangkok”– U.S. Polo Assn. x benxblues, created and available exclusively at the Siam Paragon branch.
This special collection is a Collaboration with Thai illustrator BenxBlues, depicting the intersection between U.S. Polo Assn.’s Sport Heritage and the vibrant colors and character of Bangkok through artistic illustrations.
Iconic elements of Bangkok—ranging from tuk-tuks, Wat Arun, and Khaosan Road to street food culture like Pad Thai—are blended with horses, players, and elements of polo. This creates a fun and playful narrative that symbolizes the journey of U.S. Polo Assn. from the United States to “land” in Bangkok once again.
“Sawasdee Bangkok” is therefore more than just a local collaboration; it bridges the brand’s global heritage with local culture to create a unique new story tailored specifically for Thailand.
The “Sawasdee Bangkok” collection will officially launch and go on sale on October 28, 2026, alongside the Grand Opening event of U.S. Polo Assn. Siam Paragon.
A New Chapter for U.S. Polo Assn. Thailand
The Siam Paragon branch is not merely a new store opening, but marks a “new chapter” for the brand in Thailand. Positioned as a flagship Signature Space, it encapsulates the full vision and commitment of U.S. Polo Assn. Thailand—spanning product DNA (Product), rich athletic heritage (Sport Heritage), narrative expression (Brand Storytelling), to delivering a premium in-store atmosphere (Store Experience). Choosing Siam Paragon, located in the heart of Bangkok, serves as a major milestone offering Thai consumers and international tourists the opportunity to experience and connect with U.S. Polo Assn. in a new dimension. This
reflects the brand’s confidence through establishing a physical store that acts not just as a retail venue, but as a space bridging the connection between “people, the brand, and the sport of polo” —the true origins of the brand. U.S. Polo Assn. Siam Paragon is located on the 2nd Floor, Department Store Zone, Siam Paragon, covering an area of 60 square meters, and will host its Grand Opening alongside the launch of the “Sawasdee Bangkok” collection on October 28, 2026.
