Siam Piwat’s Siam Discovery Won the ICSC’s 2018 VIVA Award
Siam Piwat’s Siam Discovery Won the ICSC’s 2018 VIVA Award as a game-changing, hybrid retail destination where products, services, and activities are brought together in a way that suits the lifestyle of Millennials.
The joint venture partner of ICONSIAM as well as the owner and operator of prestige retail developments such as Siam Paragon and Siam Center, Siam Piwat Co., Ltd., has just been presented the world’s most prestigious retail development award.
Siam Discovery’s concept and “cutting-edge design” of its retail destination won the heart of the judges of the world’s largest retail development association – the International Council of Shopping Centers (ICSC).
In a dazzling awards ceremony organized in Las Vegas, USA, Siam Discovery rose to take the top spot from among hundreds of projects from around the world competing to be the winner of the ICSC’s VIVA Award.
The ICSC’s VIVA Awards are presented, annually, by an independent expert jury to “recognize the best-of-the-best in the world of retail development”.
Chief Executive Officer of Siam Piwat Co., Ltd., Mrs Chadatip Chutrakul, said Siam Piwat’s strategy for growth is to do things in retail and retail development that have never been done before in Thailand or even the world. “We are committed to being a thought-leader on the global stage through co-creation with retailers and other partners in our developments. It’s Thailand 4.0 in action, and it proves that Thai creativity and collaboration can take our country’s flag to the top, even on the world stage,” she said.
Siam Discovery opened its doors to visitors in 1997. It underwent a THB 4,000 million re-build and reopened in 2016 as Thailand’s largest lifestyle speciality store and ‘the biggest arena of lifestyle experiments’. During the past 2 years, Siam Discovery has swept 6 global awards from prestigious competitions in the world of retailing. Among them is the World Retail Awards part of the World Retail Congress Global Series – Store Design of the Year 2017, for being world’s best-designed development. Siam Discovery was also chosen by the International Council of Shopping Centers to be the winners of the Gold Award – Design and Development Excellence Renovations/Expansions, for being Asia Pacific’s best-designed development, as well as the Gold Award – Marketing, Positioning & Brand Awareness, for being the project with the best execution in marketing, positioning and brand awareness in the Asia Pacific.
The judges of ICSC praised Siam Discovery for being transformative. “Siam Discovery is a highly imaginative project that gets away from individual stores and walls and into an immersive open experience. It is the first mall development that makes retail an experience as well as the spaces in between being exciting and stimulating. Siam Discovery brings the latest digital technology offerings to create an interactive and experiential retail environment”
“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 Millennials. Products are grouped without the constraints of a particular brand or school of design, in a way that puts the needs of the customer at the centre. Millennials want to discover their own style while exploring new experiences with other people. Here, they can experiment and discover what they like and what expresses their own identity best,” Mrs Chutrakul said.
The 2018 VIVA Awards program recognized the following properties and honorees for outstanding achievement in three categories: design and development; retail; and global marketing.
Design and Development winner: Siam Discovery — The Exploratorium
Siam Piwat Co., Ltd., together with architect firms Nendo and Urban Architects Co., Ltd., were recognized for their Siam Discovery — The Exploratorium project, located in Bangkok, Thailand. The centre’s transformative redevelopment resulted in an innovative lifestyle laboratory featuring merchandise from 50 retailers, displayed in unique, category-specific zones, and employed the latest digital technology to offer an interactive, experiential retail environment.