Thai Treasure

The SoHo-inspired Siam Center shopping development in Bangkok is targeting the city’s tech- and fashion-forward shoppers with a redesign that features concept shops open on four sides and a focus on exclusive merchandise and menu items.

In collaboration with Urban Architects Co. Ltd. (Manchester, England), developer Siam Piwat (Bangkok) conducted the 1800 million Bht (about $55 million) redesign of Siam Center’s four floors – three for fashion, and a top level filled with exclusive dining options. Overall, some 20 percent of products sold are exclusive to the development, or are launched there ahead of other retail destinations. An internal design and display consultancy helps create storefronts consistent with joint marketing efforts among brands.

More than 500 LED screens and monitors throughout the building create a constantly changing ambiance, including rotating artwork from both Thai and international artists. The design itself combines industrial chic with modern touches, and avoids neutral lighting in favor of bolder statements, such as a mixed media “Illumination of Light” show.

“We often hear Thai people say that they want to see Bangkok as a shopping capital like New York, London or Hong Kong. Now…we proudly tell everybody that other countries will have to look to Bangkok to see how the most trendy shopping capital should look,” says Chadatip Chutrakul, ceo of Siam Piwat.