Siam Piwat Group, Thailand’s leading world-class developer of global destinations, is redefining its high-end retail properties and co-creating spaces with retailers to reinforce its leadership in the luxury market, creating destinations that offer one of the most comprehensive arrays of luxury brands anywhere in the world.
At the leading edge of that initiative is Siam Paragon, currently undergoing a full-scale refurbishment and redevelopment program set to position it as the ‘New World of Luxury’.
Luxury businesses today have to provide many forms of indulgence for people of all ages and all walks of life. Siam Piwat is the owner and operator of global destinations Siam Paragon, IconSiam and Siam Premium Outlets Bangkok – Thailand’s only luxury outlet mall. Together, these properties account for the largest share of the luxury retail market in Thailand.
Caroline Murphy, president of sales and business relations at Siam Piwat Co, said the company’s strength in understanding global trends, the needs of affluent consumers and the requirements of leading luxury brands has helped propel Siam Piwat to the forefront of the luxury market. The company has worked with luxury brands to curate spaces and deliver distinct and exclusive experiences to luxury shoppers that go beyond the experiences of its rivals.
“Not only do we have a robust customer base that is extremely loyal to us, but we also have long-standing, trusted relationships with all the leading luxury brands,” she said. “They have full confidence in our ability to create world-class destinations, providing every brand the platform to achieve their highest sales in the region and often amongst their highest globally.”
Siam Paragon is a world-class landmark in the heart of Bangkok and a destination that has won the hearts of Thais and international visitors from around the globe for almost two decades. IconSiam, meanwhile – another global destination created by Siam Piwat – is celebrating its fifth anniversary this year. Described by Siam Piwat as a “game-changing landmark that has set new standards for the industry,” IconSiam is a one-of-a-kind luxury destination and a shining emblem of Thailand’s prosperity for surrounding communities and businesses.
Despite the challenges brought on by the Covid-19 pandemic, IconSiam has elevated the profile and appeal of the Chao Phraya River and turned the Thonburi side of Bangkok into one of the city’s fastest-developing business and tourism hubs. The centre is currently working to double the space allocated to luxury brands further strengthening its position as a must-visit shopping destination for global luxury brands.
Murphy is the executive behind Siam Piwat’s long-standing partnerships with the world’s leading luxury brands, fostering collaborations that continue to ensure Siam Paragon and IconSiam are positioned as the ultimate destination for luxury brands.
Tipanat Lenbury, senior executive VP of Siam Piwat’s sales and business relations division – a seasoned executive with more than two decades of expertise in luxury market management – has recently joined the Siam Piwat team.
“Siam Piwat is the most trusted luxury developer in Thailand and both Siam Paragon and IconSiam continue to be the preferred destinations for all luxury brands,” said Lenbury.
“This month sees the opening of the new Luxe Hall in Siam Paragon, showcasing 20 leading luxury brands, including new-to-market labels like Loro Piana with its first boutique in Thailand, the first men’s collection boutiques from Fendi and Louis Vuitton, and leading luxury watch brands Vacheron Constantin, Jaeger Le Coultre, IWC, Panerai, Piaget, Chopard and Franck Muller – all of them exclusive to Siam Paragon.”
Siam Paragon’s New World of Luxury
Siam Paragon embarked on a major transformation to create the ‘New World of Luxury,’ delivering a wide array of experiences that resonate with all visitors, establishing “a perfect community” for global citizens.
“Soaring to new heights of excellence to meet the lifestyle needs of the world of tomorrow, Siam Paragon is developing a ground-breaking, multifaceted concept that will be pioneered for the first time not only in Thailand but globally,” explained Murphy.
“With this renovation, Siam Paragon intends to enhance the breadth and depth of our luxury offer to a level unprecedented regionally, thereby attracting a new community of affluent younger customers who will become loyal fans of this exceptional destination,” she said.
Early this year, Siam Paragon opened a public space designed after listening to ideas submitted by its customers through the Wall of Wonders, an interactive wall where everyone was welcome to suggest exciting features they would like to see at the centre.
Various zones throughout the centre have evolved from those ideas to create a better destination for visitors from all backgrounds and countries.
Siam Piwat has also adopted technology to help stay abreast of changing trends, fulfil visitors’ lifestyle needs and deliver experiences that exceed expectations.
“We will redefine excellence yet again through collaboration with various retailers who have already opened phenomenally successful flagship stores with us,” said Murphy.
“As part of our next phase, we will be working with them to create one-of-a-kind iconic stores that will set a new benchmark of excellence in Thailand.”
The major renovations of Siam Paragon are already well underway with several of the new zones set to be revealed this year. The final revamped Siam Paragon will be celebrated at an official opening mid-next year as the centre repositions itself as the New World of Luxury.
