Thai mall operator Siam Piwat has unveiled a new digital technology retailing concept called Cee.Store at its Siam Discovery property.  

Cee is the nickname of Chatpawee Trichachawanwong, pictured above, dubbed Thailand’s ‘IT Princess’ who is a tech promoter, but the CEE part of the name stands for Consumer Electronic Entertainment. The product range will highlight her insights into products that target consumer needs. 

Siam Piwat, which owns Siam Paragon, Siam Center and Siam Discovery, and is a partner in IconSiam, has partnered with IT importer and Copperwired subsidiary Koan in the concept.  

Chairoj Sridecharinkul, executive VP at Siam Piwat Retail Holding said that during the recent Covid-19 crisis, Siam Discovery took the opportunity to revamp its 1000sqm lifestyle technology, IT and gadget zone Digital Lab, one of the centre’s most successful zones. 

Described as “a fresh take on lifestyle IT and gadgets commerce space,” Cee.Store aims to create a community for IT and gadget lovers, anchored around Cee. 

She says the slogan ‘Cee-lected Tech are Here,’ [sic] “speaks of the store as a new check-in spot for techies”. 

Customers of the store will learn how to use and engage with innovations. “Also, it will be a fun and exciting learning centre for new technologies, a meeting place for people with similar interests and passions to connect and make friends,” she says.

Following the personality theme, the store will sell goods selected by Cee for their ‘fashion in function’ along with exclusive collaboration items. A ‘Chef‘s Table of Technology’ will host events focusing on community engagement and gadgets and ‘Gadget Hub for Trendsetter’ will host talks by experts and demonstrations. 

Poramet Riancharoensuk CEO of Copperwired, says the concept partnership with Siam Piwat is part of a broader company strategy to strengthen its position as “the leader of the IT and gadgets industry”.