Nendo has transformed shopping space in Bangkok into a Lifestyle Lab
Design firm Nendo, which has offices in Japan and Milan, has transformed the new retail space in Bangkok into a Lifestyle Lab, bringing a variety of ways to display fashion products.
Created by order of the owner of the prestigious shopping establishments Siam Piwat, the new shopping center is declared as the “Largest platform for experiments with lifestyle” and represents a revolutionary concept for Thailand.
The new building for $ 112 million provides various types of interactive activities and an unexpected experience for customers, which allows it to be positioned as a “leader of thinking” of many well-known brands. The project, called Siam Discovery, covers 40 thousand square meters. meters of space. Particular attention is paid to the fact that customers can experiment and re-discover themselves by trying new products and ideas.
The complex is a cross between tradingthe center and the department store are notable for the large number of round atriums that were previously scattered throughout the building and now expanded and combined to form an elongated canyon-like space more than 58 meters that attracts visitors to the back of the building.
Nendo added a wall of 202 frame boxes, inside which are displays, digital advertising products and product samples. It is installed along one side of the atrium and serves as a guide throughout the store.
In addition, the wall attracts visitors to the top of the building, as it stretches from the first to the fourth floor. By changing the location of the escalators so that they pass through the atrium and the wall, the designers have simplified the movement of visitors to the store.
Nendo also worked on the outer part of the mall, revealing its facades to the maximum to get rid of the oppressive impression. To this end, the volume of the walls removed as much as allow constructive limitations. At the same time, in order to avoid overheating due to sun getting inside the building, Nendo created a two-layer facade, decorated with an ornament, echoing the installation from the “stored boxes” in the atrium.
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Since the new retail space is a hybrid of a shopping center and a department store, the studio worked not only on the design of common areas, but also on the premises of individual stores, which constitute a large part of the object, with the exception of some tenants' premises.
It is traced not so much the division into brands, as the general theme of "Lifestyle Labs".
“Its innovativeness will strengthen Siam Piwat’s reputation as Thailand’s thinking leader in trade, proving once again that we are able to create unparalleled objects that are not inferior to the best stores in the world, and will also increase the attractiveness of Bangkok as an important trading center for the Asian Economic Community and a favorite place of buyers from all over the world, ”said Ms. Chadatip Chutrakul, executive director of Siam Piwat.
Ms. Chutrakul added: “We have created a place where thousands of brands to create a lifestyle are selling better thanks to a single concept, in the center of which is the buyer. This means that everything that is presented in Siam Discovery is not ordered by brands or categories,as is customary in traditional retail trade, and in the interests of our visitors, because our goal is not just to sell goods, but to provide an unforgettable emotional experience for customers that will help them to open up and express themselves. ”
The main goal is to encourage customers to make discoveries and enjoy the combination of tastes and styles, which is reflected in the motives of 13 different points on the sales floors where there is laboratory equipment, including beakers, flasks, test tubes, schemes of the structure of molecules, DNA chains , microscopes, and also amoebas, smoke and bubbles for demonstration.
The studio so skillfully combines the finishing of the floor and ceiling in the common areas, which gives the impression of a cocktail of their different materials. In this way, Nendo created a relaxed atmosphere that made it easy for people to come into the shops.
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“All this activity is highly interactive. Visitors have plenty of opportunities to personalize their purchases. We also provide buyers with the opportunity to express their life beliefs, such as a healthy lifestyle and caring for the environment or a love of nature,and support these preferences through appropriate purchases and opportunities to interact with like-minded people. ”
“And then we reinforce these sensations by applying advanced digital technologies. This is a completely new and extremely interesting way of presenting products and life-styles associated with it, ”she said.
The studio has created a character nicknamed “Discovery Man”, which has become a symbol of the shopping complex. They wanted this image to express a desire for knowledge and creativity, so its head is a cube, similar to those used in the design of the entire building, slightly opened atop, as if something constantly jumps into it or pops out.
This character serves as a guide for the complex, and 30 artists from Thailand and other countries were chosen as one of the opening events to paint it and give it an appearance that adorns the shopping center.
Sam Piwat expects the new Siam Discovery to attract 100,000 visitors a day in the first year, about 35% of whom will come from abroad. Products are presented in five categories: Daily Goods, Fashion Products, Innovative Products and Services, Eco-Products and Branded Products from Siam.
Siam Piwat will also present a number of interesting approaches to nutrition.The points of sale of food and drinks are located among shops with non-food goods and leisure facilities. Under the food and drinks allotted more than 2500 square meters. meters of space throughout the building. In addition, for the first time in Thailand, one of the world's most famous catering chains will be represented here, the opening of which will become a sensation.