Siam Discovery about to launch ‘retail revolution’

After a Bht 4000 million (US$113 million) overhaul, Siam Discovery will re-open in Bangkok this month as a self-described “hybrid retail development”.

As well as Thailand’s largest lifestyle speciality store, the complex will feature an “arena of lifestyle experiments”.

Opening on May 28, the complex is owned and run by Siam Piwat, which also has Siam Paragon, Siam Center, Paradise Park and, in a joint venture, IconSiam. This new development will be sub-branded The Exploratorium, and introduce what CEO Chadatip Chutrakul describes as a “revolutionary new retail concept”.

This concept is spread across 50,000 sqm, and senior executive vice-president Charnchai Cherdchuwongthanakorn says the company expects to double its sales per square metre as well as reinforce Siam Piwat’s reputation as a thought-leader in Thailand’s retail sector.

Siam Discovery – The Exploratorium will encourage visitors to experiment and discover what they like. Without the constraints of a particular brand or school of design, products are brought together under a single universal concept that puts customers at the centre, says the company.

Charnchai says that in its first year the eight-level complex is expected to draw 100,000 visitors a day, with a mix of 65 per Thais and 35 per cent tourists. Before the renovation the centre had 750,000 visitors a day.

There are many firsts and concept stores in the centre…

• In a partnership with the Department of Export Promotion, Siam Discovery will feature award-winning designers in the Objects of Desire Store.

• Nike will launch its only concept store for Southeast Asia, including a personalised embroidery service.

• Designer Issey Miyake which have its first concept store outside of Japan, called the World of Issey Miyake and offering products for men for the first time in Thailand.

• Home decorative brands like Hay, Kartell and Tom Dixon and Kartell will open their first concept stores in Thailand, and artists Lisa Larson and Yayoi Kusama will make their Thailand debut.

• As well featuring designs from Tokyo Fashion Week, Siam Discovery will highlight Asian designers with brands such as Beautiful People, Discord by Yoji Yamamoto, Dressed Undressed, Factotum and Yoshio Kubo being introduced to Thailand.

• As a world first, music magazine Billboard will have a cafe with a food-and-drink corner catered by Dean & Deluca and a live radio show.

• An innovative retail service developed by Siam Discovery will offer customers a personal stylist and a private dressing room.

• Tokyo Bike will offer cycling products and equipment as well as a customised bicycle fitting service and a test-ride space.

• Starbucks Coffee will feature a coffee drip for hard-core coffee fans, plus furniture made from recycled coffee grounds.

Siam Piwat is spending Bht 300 million on the grand opening. But first, 500 members of the public will be able to experience the space first by entering an online draw. Also before the opening, a 7m-tall “Discovery Man” will go on a promotional roadshow throughout Bangkok.

A Discovery Man exhibition at the opening of Siam Discovery is being curated by Japanese designer Oki Sato, who was chief advisor for the building’s design and interior.

A highlight during the grand opening period will be Social Discovery, an interactive exhibition that is a collaboration between Siam Discovery and creative designer Black Egg. It will combine storytelling with digital technology to create an experience themed “When Obsession Becomes Identity”.