Testing ground

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.