Siam Discovery will open its doors on May 28 and will become Thailand’s largest lifestyle speciality store. The 40,000-square-metre complex will also be the Kingdom’s “Biggest Arena of Lifestyle Experiments” in retail space.
Mayuree Chaipromprasith, senior vice president for business promotion at Siam Piwat, said that with the facelift the new Siam Discovery complex would serve individual shoppers who are curious and want to try new things as well as discover new experiences.
“Both Siam Paragon, Siam Center, and the latest new Siam Paragon will have their own unique positioning, and will not cannibalise each another,” said Mayuree.
She said Siam Paragon offers high-end fashion brands, while Siam Center will serve people who look for trendy fashion products made by local Thai designers. Siam Discovery, however, will provide hybrid lifestyle products, a combination of imported luxury and local brands.
“The three shopping complexes will share the core values of Siam Piwat, which are: understanding [shoppers and tenants]; trustworthy; missionary; daring [with new innovations that break the rules]; and a commitment to excellence,” said Mayuree.
She said the new Siam Discovery will offer lifestyle experiments for individual consumers in their areas of interest. The complex will create hybrid experiences in retail space, which will break all retailing rules.
Charnchai Cherdchuwong-thanakorn, senior executive vice president for retail business development at Siam Piwat, |said the company will spend Bt300 million on the grand opening event and opening promotions of Siam Discovery, which aim to make Bangkok the retail hub of the Asean Economic Community (AEC) and the world’s favourite shopping destination.
“The new Siam Discovery marks the introduction to Thailand of a new retail concept – a hybrid retail destination spread across 40,000 square metres. We expect to double |our sales per square metre with the new concept as well as |reinforce our reputation as a thought-leader in Thailand’s retail sector, creating unprecedented destinations that compete with the best of the world’s destinations,” he said.
Charnchai said that highlight brands or stores at the new Siam Discovery centre will be divided into five different categories: everyday products; trend products; innovative products and services; sustainable products; and collaborations and Absolute Siam products.
“We expect the new Siam Discovery complex to draw approximately 100,000 shoppers a day in the first 12 months, of which 65 per cent will be Thais and the rest 35 per cent foreigners,” Charnchai said.