Central Pattana is investing more than US$330 million in a new mixed-use development designed to strengthen Siam Square in Bangkok as a global destination for youth culture.

Developed in partnership with Japan’s Mitsubishi Estate, Central Central is scheduled to open its retail component in the second quarter of next year.

The project will combine retail, office and hospitality, anchored by a new platform called Cutting-Edge Retail, which aims to bring together more than 300 brands across fashion, lifestyle, food, sport and culture.

According to the developer, the project is designed around the concept ‘Young. Bold. Global.’ and aims to bring opportunities for young entrepreneurs, artists and brands while attracting both local visitors and international travellers.

“Every global metropolis has a district that serves as a centre for young people and creative culture. For Bangkok, we believe Siam Square is that place,” said Chanavat Uahwatanasakul, president and CEO of Central Pattana.

“Central Central will represent ‘The Future of Siam Square’ and an important step in our vision to help elevate Bangkok towards becoming a world-class city.”

Central Pattana said the project is intended to become Bangkok’s first platform dedicated to emerging brands, where commerce and culture intersect.

Inspired by Siam Square’s traditional shophouses, the flexible spaces are designed to accommodate pop-up stores and evolving retail concepts.

Alongside retail, the development will include a public Social Theatre for performances and creative events, an elevated Skyline Theatre with rooftop gardens, cafes and city views, and a range of food and beverage concepts showcasing international cuisines alongside popular local cafes.

The mixed-use development will also include a Future-Ready Workplace office component and Bangkok’s first 25hours Hotel, adding the city to the global lifestyle hotel’s portfolio.

Isareit Chirathivat, head of leasing at Central Pattana, said the project was built to encourage repeat visits through constantly changing experiences.

“Every visit to Central should offer something new and different – fun, fast and flexible,” he added.

• Further reading: Why Central Retail is improving (despite its misadventures).