News and Views
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 the millennial generation.
A 7-storey shopping mall
The International Council of Shopping Centers (ICSC) recognized Siam Discovery's design as the most cutting-edge in the world.
Siam Discovery is a 7-storey shopping mall that redefines the shopping experience with a sophisticated concept, developed in collaboration with Japanese design firm Nendo. The result is an impressive yet unconventional space, diverging from the traditional retail layout common in Bangkok. Each floor, referred to as a "Lab," follows a distinct theme, such as women’s fashion, digital appliances, or homeware.
As the flagship store for the Siam Piwat retail group, Siam Discovery focuses on creating a powerful brand experience. “Our purpose is no longer just to sell products but to provide an extraordinary and emotional experience that enables visitors to discover and express themselves,” says group CEO Chadatip Chutrakul.
The mall is segmented into various themed areas, including a digital lab, creative lab, and play lab, with lifestyle identity reflected in design elements like beakers, test tubes, and molecular motifs. Leading fashion brands like Issey Miyake, Comme des Garçons, and Yayoi Kusama are showcased in this unique space.
One of the standout features of Siam Discovery is its abandonment of traditional retail concepts, like individual stores. Instead, the entire space is open, allowing visitors to wander freely without being confined to specific retailers. This hybrid retail destination is designed to blend products, services, and experiences seamlessly, catering to the millennial lifestyle. Products are grouped based on customer needs rather than brand identity, placing the customer at the center of the retail journey.
At the forefront of retail interior design, branding, and signage systems, we aim to make shopping a dynamic and enjoyable experience, continuously benchmarking global best practices.
Contact us to discuss your shopping mall design, refurbishment program, or digital branding and social media needs.
