Siam Discovery ‘Breaks the Rules’

Bangkok shopping centre Siam Discovery has been wrapped in a giant vinyl curtain to raise awareness of the centre’s redevelopment and planned reopening early next year.

Owner Siam Piwat says the revamped mall will reopen in the first quarter of next year with a completely renewed retail concept and execution. It follows the success redevelopment of the neighbouring Siam Centre which was reopened in 2013 and was recently named amongst the world’s best shopping centres by the US-based ICSC.

Siam Piwat is spending 4 billion baht (US$112 million) in revamping both the interior and exterior of the Siam Discovery.

The company has already adopted the campaign theme “Break the Rules” to promote the renewed retail destination when it reopens.

The giant vinyl wrapper which has now appeared on the building is designed not just to prmote the redevelopment but to match international safety standards.

Located in the center of Pathumwan Intersection, the vinyl has been formed into a gigantic billboard on which is the graphic designing of shattering glass.

“This symbolic image represents a familiar sight of Siam district before being changed to make a better creation,” said a Siam Piwat spokesperson.

“It is absolutely the talk of the town among both Thais and foreign tourists who look forward to seeing the new look of Siam Discovery. This will also modify Siam district to maintain its rank of being Thailand’s everlasting shopping destination.”