Siam Discovery is nearing the completion of its THB4 billion renovation and will reopen in the second quarter of this year, according the project’s developer Siam Piwat Co. The company which owns and operates Siam Discover along with other retail developments such as Siam Paragon, Siam Center and Paradise Park, announced that the project will bring a revolutionary new retail concept to Thailand when it opens.
“The new Siam Discovery is the first hybrid retail destination in Thailand. We have created a venue where thousands of lifestyle brands are brought together under a single universal concept that puts customers at the center, rather than brands,” Chadatip Chutrakul, chief executive officer of Siam Piwat Co., explained. “That means everything presented at Siam Discovery is not organized by brand, or category, as in traditional retailing, but by the visitors’ interest, because our purpose is no longer just to sell products but to provide an extraordinary and emotional experience to the visitor allowing them to discover themselves, as well as express themselves.”
The new Siam Discovery is called ‘The Exploratorium’ and is seen more as a ‘lifestyle lab’ because it allows individuals to explore who they want to be and what is the style that best reflects their true self.
“We enhance that experience by presenting a story rather than just products, and by making the experience in our store highly interactive as well as allowing visitors to personalize their purchases,” Chadatip detailed. “We give visitors opportunities to make a statement about their life preferences, whether it be about sustainability or a love of nature, and to support those preferences through their purchases, and through occasions to interact with like-minded people and communities. And then we further enhance those experiences through the power of the most advanced digital technology.”
Visitors are also able to experiment with creating their own style as the new Siam Discovery also provides bespoke personalization opportunities that let customers tailor their purchases to their own personal preferences.
“Our role as a retailer has advanced to another level and become one of managing visitors’ experiences and emotions at the destination, rather than just one of managing products, categories and displays,” she added. “We target all genders and all age groups, and there is something for everyone at all price points.”
