World’s best-designed mall is in Bangkok

5/30/2018
It calls itself an Exploratorium, not a mall or a shopping center. It houses its luxury retail tenants in Her Labs and His Labs, not stores. And, last week, the International Council of Shopping Centers called Siam Discovery the best-designed mall in the world.

At its VIVA Awards presentations in Las Vegas last week, ICSC presented the Bangkok center—totally reconceived and rebuilt in 2016—with its Design and Development award. Judges recognized Siam Discovery as a “transformative development” designed to present merchandise from 50 retailers in category-specific zones that employ technology to create an interactive shopping experience.

“Siam Discovery is a highly imaginative project that gets away from individual stores and walls and into an immersive open experience,” wrote the VIVA judges. “It is the first mall development that makes retail an experience as well as the spaces in between being exciting and stimulating.”

At Siam Discovery, competitive products are grouped together outside the constraints of brand marketing—a daring retail execution that considers the needs of the customer first, not the brand.

“Siam Discovery is a game-changing, hybrid retail destination where products, services, and activities are brought together in a way that suits the lifestyle of millennials,” said Chadatip Chutrakul, CEO of Siam Piwat, which owns the center.

“Siam Piwat’s strategy for growth is to do things in retail and retail development that have never been done before in Thailand or even the world,” she added.
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