Siam Discovery by Nendo, Bangkok. Photography by Tegumi Oka Siam Discovery by Nendo, Bangkok. Photography by Tegumi Oka
Siam Discovery by Nendo, Bangkok. Photography by Tegumi Oka Siam Discovery by Nendo, Bangkok. Photography by Tegumi Oka
Siam Discovery by Nendo, Bangkok. Photography by Tegumi Oka Siam Discovery by Nendo, Bangkok. Photography by Tegumi Oka
Siam Discovery by Nendo, Bangkok. Photography by Tegumi Oka Siam Discovery by Nendo, Bangkok. Photography by Tegumi Oka
Siam Discovery by Nendo, Bangkok. Photography by Tegumi Oka Siam Discovery by Nendo, Bangkok. Photography by Tegumi Oka

Testing ground

02 : 06 : 2016 Seoul : Explorium Retail : Nendo

Bangkok – Japanese design studio Nendo has completed its most ambitious retail space to date in the Thai capital.

  • The 40,000-square-metre space is a shopping mall-deparment store hybrid
  • Described as a ‘lifestyle laboratory’ by Nendo, the space encourages consumers to linger as well as buy

Siam Discovery is a new flagship store from the Siam Piwat retail group that focuses on 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 space is divided into several distinct areas, including a digital laboratory, creative laboratory and play laboratory. The lifestyle laboratory identity is further reflected in design details such as beakers, test tubes and molecular structures. The concept store will house leading brands including Issey Miyake and Comme des Garçons alongside more experimental offerings from artists such as Yayoi Kusama.

The Big Picture

Physical retail is re-inventing itself to survive in the digital age, which is leading to the rise of Explorium Retail, as LS:N Global examines in our Revelation Brands macrotrend.

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