Zen Mark I – before the rioters struck Bangkok in May 2012 – drew praise from all corners of the world.

Globe-trotting retail design consultant, Howard Saunders, of London-based Echochamber described it as “the best department store in the world”.

Part of its appeal was that it thumbed its nose at traditional department store conventions. 

In place of piped music was a live DJ working from an open desk on the ground floor.

Instead of opulent pillars and polished brass fittings, Zen created atmosphere with props like a tank made from recycled junk and spray-painted with day glow orange paint.

It was fun and funky and living proof that department stores did have a future if you thought outside the conventional.

Then it was completely destroyed by fire and now, nearly two years later, it’s been rebuilt from a bare shell, the fire so destructive that designers could start over with a blank sheet of paper.
And it’s great.

The live DJ may have gone, and like most department stores the ground floor is dominated by a beauty hall, but it is bright and stylish, like the entire store.

Each of the six floors open to date (more, including an upmarket food court, have yet to come) has a different theme.

Concessions seem to work together rather than compete in ‘mini-mall’ style, as is so often the case in conventional department stores.

One of the key reasons for Zen’s success pre-fire was the way the store identified its target demographic and created a shopping experience for that audience.

Too often, department stores try to be all things to all shoppers, which is part of the reason the traditional department store model is dying a slow, painful death.

Zen Mark I focussed on a 20 to 39 years old demographic and enthralled them.

Zen in its new form is no different, although we suspect the demographic has been narrowed to something like “hip, cashed-up 30-somethings”. (Zen’s parent company Central Group never responded to invitations to be involved in this feature).

That does not exclude people outside that age-group: modern demographics is about targeting people by age of attitude, not years.

So in the beauty hall brands like Anna Sui and Yves Saint Laurent L’Homme have greater prominence than they might in other beauty halls. Sharing the floor are watch boutiques, eclectic giftware, edgy fashion labels and accessories.

The highly polished white tile floors of the beauty hall are contrasted on the same floor and elsewhere in the store with a more industrialised polished concrete look, and in the gift corner an almost giddying black and white square pattern.

Upstairs on level two is a gallery showcasing the works of local designers. We love the company’s commitment to fostering local innovation.
Featured designers for now include Cherir, Trash Palace, Rotsaniyom, Wonder Anatomie, Himma, Kon Love, Eight and a Half, Tiger Seven and Mosstories, names western tourists won’t have heard of but Thailand’s fashion elite will have.

This part of the store creates a visible point of difference with rival stores and a reason in itself to visit.

The rest of this floor is devoted to Women’s Elegance – contemporary fashion and evening wear.

Level three has a more casual look – fitness and aerobic gear, smart casual fashion, and underwear for women. (We’re told the women’s restroom demands a visit, but as it was peak trading at the time, Inside Retail couldn’t sneak a look. “Enlightening” was the adjective we heard to describe it…).

The fourth floor is for men – smart casual wear and business attire, timepieces, accessories, and the like. Stylish and modern and far from imposing. The whole department is again aimed at the 30-something attitude – no ‘stuffiness’ or formality here.

Level five is designer denim, street fashion, sportswear, swimwear and underwear for men.

Level six is home to a full size Muji store, toys for all ages, Build-A-Bear, travel goods, and digital gadgets.

Opening soon is level seven, featuring a foodcourt which is sure to be stylish if it even only matches the one destroyed in the fire.

Zen used to offer a range of international cuisine, much of it cooked before you, served at the table and paid for at one single cashier.

One concept of Zen that has survived into Mark II is the cleverly positioned ‘artwork’.

Every floor features unique focal points, such as a larger than life model with a towering plume of hair made entirely with wooden clothes pegs, and a giant Lego alien warrior.

Concessions have clearly been encouraged to be innovative and eye-catching in their space so as to complement the overall design, rather than just occupy leased space.

Overall, Zen has banished the ashes with a stylish, modern, appealing retail space.

It is, once again, one of the world’s most interesting and compelling department store offers.

This feature originalyl appeared in Inside Retail’s Magazine edition. Take up our special two year subscription special offer now.