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Siam Piwat introduces new retail concept to Thailand

RBR Staff Writer Published 31 May 2016

Siam Piwat, the owner and operator of prestige retail developments such as Siam Paragon and Siam Center, has opened the doors of its new Siam Discovery retail destination with much fanfare to a crowd of 5,000 people on May 28, 2016.

The new Siam Discovery, which has just undergone a US$112 million re-build, is spread across 40,000 square metres of space and is Thailand's largest lifestyle specialty store.

Siam Discovery calls itself Thailand's "biggest arena of lifestyle experiments" and places special emphasis on allowing visitors to experiment by trying out new products and new ideas and giving them opportunities to discover and re-discover themselves.

Mrs. Chadatip Chutrakul, Chief Executive Officer of Siam Piwat Co., Ltd. said: "Its innovativeness will reinforce Siam Piwat's reputation as a thought-leader in Thailand's retail sector, capable of creating unprecedented destinations that compete with the best of the world as well as support Bangkok's appeal as the retail hub of the ASEAN Economic Community (AEC) and a favourite shopping destination for the world."

Among the exciting debuts at Siam Discovery is a new Loft store with a design concept that is being utilised for the first time in the world and which is conceived by world-renowned designer Nendo and Loft Japan's designers. Nike is opening its only concept store in Southeast Asia. Issey Miyake will open its first concept store outside of Japan. It is called the World of Issey Miyake and offers a full line of products including, for the first time in Thailand, Issey Miyake's products for men. Home decoration brands like Hay, Tom Dixon and Kartell will open their first and only concept stores in Thailand. Artist's Design Products from world-class artists like Yayoi Kusama and Lisa Larson will have their first and only stores in Thailand. And, Adidas will open its largest concept store in Thailand and with an interactive store concept.

Mrs. Chutrakul added, "We have created a venue where more than 5,000 international and local lifestyle brands are brought together under a single universal concept that puts customers at the centre. That means everything presented at Siam Discovery is not organized by brand, or category, as in traditional retailing, but by visitors' interests, because our purpose is no longer just to sell products but to provide an extraordinary and emotional experience that allows visitors to discover and express themselves.

"These experiences are highly interactive and with lots of opportunities for visitors to personalize their purchases. We also empower visitors to make statements about their life preferences, whether it be about sustainability or a love of nature, and to support those preferences through their purchases, and through occasions to interact with like-minded people and communities," she said.

Mr. Oki Sato, the founder of "nendo" and one of the world's top designers who was voted as among the "100 Most Respected Japanese" by Newsweek Magazine, provided the overall design inspiration for the new Siam Discovery. It is nendo's largest project, ever, and his first in Thailand.

She expects the new Siam Discovery to attract, in the first year, 100,000 visitors a day, with around 35% being international visitors, and to double per-square-metre sales within a year.

 



Source: Company Press Release