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.
Siam Piwat Co., Ltd., the joint venture partner of ICONSIAM and owner and operator of prestige retail developments such as Siam Paragon and Siam Center, has just been presented with the world’s most prestigious retail development award.
Contents
Siam Discovery Cutting Edge Design
Siam Discovery’s concept and “innovative design” of its retail destination won the judges’ heart 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 took the top spot from among hundreds of projects from around the world competing to win 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.”
Global Growth of Siam Piwat’s Brand
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 before Thailand or even the world.
“We are committed to being a thought leader on the global co-creation stage with retailers and other partners in our developments.
It’s Thailand 4.0 in action, proving that Thai creativity and collaboration can take our country’s flag to the top, even on the world stage,” she said.
Siam Discovery Opening
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 specialty store and ‘the biggest arena of lifestyle experiments.’
During the past two years, Siam Discovery has swept six global awards from prestigious retail competitions.
Among them is the World Retail Awards, part of the World Retail Congress Global Series, Store Design of the Year 2017, for the world’s best-designed development.
The International Council of Shopping Centers also chose Siam Discovery to win the Gold Award—Design and Development Excellence Renovations/Expansions for being Asia Pacific’s best-designed development and the Gold Award—Marketing, Positioning & Brand Awareness for being the project with the best marketing, positioning, and brand awareness execution in Asia Pacific.
Judges’ Recommendations
The ICSC judges praised Siam Discovery for being transformative. “Siam Discovery is a highly imaginative project that moves away from individual stores and walls and into an immersive open experience.
The first mall development makes retail an experience and the spaces in between are exciting.
Siam Discovery brings the latest digital technology to create an interactive and experiential retail environment.”
“Siam Discovery is a game-changing, hybrid retail destination where products, services, and activities are combined in a way that suits Millennials’ lifestyles.
The group products are free of the constraints of a particular brand or school of design, putting the customer’s needs at the center.
Millennials want to discover their style while exploring new experiences with other people.
Here, they can experiment and discover what they like and what expresses their 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.
The project is located in Bangkok, Thailand. The center’s transformative redevelopment resulted in an innovative lifestyle laboratory featuring merchandise from 50 retailers.
The innovative displays in unique, category-specific zones used the latest digital technology to offer an interactive, experiential retail environment.
The Exterior and façade of Siam Discovery – The Exploratorium
