The Store Scout | SIAM DISCOVERY Bangkok
BY MARISSA TORSIELLO
Japanese studio, Nendo, has completed its biggest-ever project: the exterior and interior renovation of a 40,000 square meter department store in Bangkok, Thailand. Siam Center was built in 1973 being one of Bangkok’s first malls and introduced a new way of shopping.
Instead of categorizing products by brand like traditional department stores, Siam Discovery planned the mall without the constraints of one specific brand or designer. Products are brought together under a single roof with the universal concept that puts customers in the center of it all. The various retail points present customers with a range of lifestyle experiences. They provide a choice of more than 5,000 international and local brands at every price range so customers can choose, mix, match, try, and continue to change with ease.
Siam Discovery is The Biggest Arena of Lifestyle Experiments packed with exhilarating experiences that say ‘come play with us’ to visitors. People can come in to experiment and discover what they like and what expresses their own identity best.
Siam Discovery is launching many retailers including a new Loft store with a design concept that is being utilized for the first time ever and is developed by designer Nendo and Loft Japan’s designers. Nike is opening its one and only concept store in Southeast Asia, Adidas will open its biggest store to date featuring an interactive aspect, Issey Miyake will open its first concept store outside of Japan, and home decoration brands including Hay and Kartell will open their first stores in Thailand.
Nendo blended the finishes on the floors and ceilings in the main areas and retail spaces in a way which gives a look of different materials mixed together. By doing this, they created an environment where customers can be relaxed and feel free to go into the stores. Categories from art to music and food are put into this mall with technology including “My IG Wall”, which is an installation allowing shoppers to share their Instagram accounts on a plasma-filled wall. As the retail market grows at a fast pace, retail stores continue to come up with new strategies to keep up with the ongoing changes and adapt to them quickly. From the ground up, Siam Discovery is a one-stop lifestyle destination where consumers can be exposed to new ideas and inspired.
For the launch of the new and improved space, Siam Discovery held “Explorer Day,” where creatives of different experts came together to experience the activation. This renovation really shows their understanding of how retail is not all about shopping these days, it’s about producing an ever-changing experience for customers with a dynamic and energetic feel.
Rama I Rd, Pathum Wan, Bangkok 10330, Thailand