Bangkok--4 Dec--4D Communications
the New Project in the Center Point of Siam Square; and the Re-vamp of Gateway Ekamai
TCC Land, anticipating the AEC, has designated an ‘ASIATIQUE’ team' to head the development efforts of 3 giant projects -- ASIATIQUE Phase 2, Digital Gateway Siam Square, and Gateway Ekamai -- after quickly propelling ASIATIQUE into a world class travel destination, with a ‘lifestyle shopping’ concept that fills a market void.
Mr. Napat Charoenkul, Managing Director, Retail Group of TCC Land Co., Ltd., the real estate developer in the retail sector who experienced much success in Thailand, said, “From the success of developing ASIATIQUE THE RIVERFRONT into a world class tourist destination, the company is confident of the team’s experience and capabilities. We also see the opportunity and the local void in the new ‘Community Shopping Center' concept, which is larger than the Community Mall but smaller that the Shopping Center. This format will offer consumers more contemporary lifestyle choices. We will apply this concept to Gateway Ekamai. In addition, we have planned the second phase of ASIATIQUE to leverage its success. And finally, we will transform the look and design of teen hangout, Digital Gateway Siam Square, into Center Point of Siam Square, to better meet the needs of teens and young working adults, as in the past.
“Throughout the 3 years of development for ASIATIQUE, we have seen ample proof of the team’s capacity. From our analysis, we found that we originally set a goal for visitors to ASIATIQUE on a regular workday at more than 15,000 people. But the actual figure is 30,000 people per day, which jumps to 200,000 people per day during the important festivals, such as Songkran, Loy Krathong and the New Year Countdown. Also, we have been well received by travelers, organizations and foreign investors; and have emerged as a must-see destination of over 300 tour companies. This has continuously increased our visitor numbers in terms of tour groups, FIT, and MICE. It also helped our PR efforts reach all corners of the globe; the latest is that ASIATIQUE was chosen by Trip Advisor as its First Shopping Partner in the world. Moreover, we have been honored by visits from the heads of many countries, as well as have been contacted by four large foreign investors from China, Japan, Malaysia and America to bring the ASIATIQUE concept to those countries.”
Mr. Napat Charoenkul added, “We feel tremendously proud that, today, we have been able to alter the property development model on both sides of the Chao Phraya River to restore the banks to the economic glory of the old days, creating good public use and benefit for the country. We have also elevated the concept of the Night Market to one that is on par with the best in the world in terms of cleanliness, order, color, quality of goods/services and safety. These successes reflect the capacity of the ASIATIQUE team who were able to turn old, abandoned and largelydisregarded warehouses by the river on a small 4-lane road into what it has become today. The ASIATIQUE team is now ready to transform other projects into success with the slogan, “We only create the ultimate in lifestyle that’s distinguished from the rest”.
Since the end of 2014, TCC Land has planned the development of 3 projects, including the enhancement and return of Center Point of Siam Square; a new lifestyle business model in Thailand at Gateway Ekamai; and the development of Phase 2 of ASIATIQUE THE RIVERFRONT. As for the details of all 3 projects, Mr. Napat said, “The re-vamping of Gateway Ekamai will take on a Market Repositioning, which is focused on fixed brands and the target customers that were originally anticipated. The mix of shops and attractions will better respond to the needs of the target customers. Gateway Ekamai will become Thailand’s first Community Shopping Center, which is a fusion of the Community Mall and Shopping Center formats. This format has been successful abroad as it can fulfill consumers every need, while filling in the gaps in the Community Mall, which can be too small (floor space of 6,000-8,000 sqm), with too few shops. At the same time, this format attempts to reduce the weaknesses of the Shopping Center, which is too big (floor space of 60,000-100,000 sqm) and wastes too much time for the consumer on each visit. The Community Shopping Center will generally have an area of 25,000-35,000 sqm, with a range of comprehensive, diverse and dynamic offerings. Here, customers feel that they can use the services more frequently in a casual atmosphere akin to that in the home. The Ekamai area is well suited for this new concept for Gateway Ekamai as it is a densely settled area, encompassing Thonglor, Ekamai, Rama 4 and Prakhanong, which are directly connected by the BTS. Moreover, there is no large shopping mall within a 5-kilometer radius. These are the advantages of the new Gateway Ekamai Community Shopping Center, the second home of the community that will be officially unveiled around the middle of 2015.”
As for Digital Gateway Siam Square, Mr. Napat said, “We will be creating a new brand under the name Center Point of Siam Square. It will have a new look, new stores, and a new target group of customers. This is considered the return of a legendary teenager hangout. Center Point of Siam Square will present a place that resonates with teens, focusing on those 15 years of age until First Jobbers who are around 25 years old. As such, the shops and décor will revolve around the Beauty Fashion concept. The stores will begin to be adapted at the end of 2014 until mid-2015. The front of the center will be a place for activities geared towards teens, as well as a Hang Out spot for the young. The team is confident that this will mark the return of Center Point of Siam Square to its former glory as a place for teens.
“And lastly, the greatness of Phase 2 of ASIATIQUE THE RIVERFRONT will encompass the adjustment of shops in the development to better correspond to the needs of customers, including both foreign and Thais. Also, the expansion of Phase 2 will take place in the side parking lot next to the large activity lot next to the river. Phase 2 will add the things that are missing, such as family restaurants, fashion stores, designer products for Thai customers, and branded goods that are required by Thai and foreign customers. In addition, there will also be a hotel to serve the increasing numbers of tourists who wish to stay by the Chao Phraya River, as well as meeting rooms and facilities to serve the MICE market for local and international groups who wish to host day and nighttime events at Asiatique. From their experience, the team knows the needs of the target customers. As such, the team is highly confident that Phase 2 of ASIATIQUE will make the entire development a landmark by the river that gives customers the full riverside experience. We will launch the new development at the end of 2016,” Mr. Napat confidently stated.
“From experience and effort of the team last year, we understand the behavioral needs of customers, including having the creativity needed to develop new things and introduce new concepts to the Thai market. Most importantly, we will strengthen the mother company. We are confident that the 3 projects will achieve the success of Asiatique. The prime location of the other 2 projects, in the middle of Siam Square and the middle of Thonglor-Ekamai-Prakanong, when compared with the location of Asiatique before we developed the land, make the team even more confident of success after the new re-vamping of the brands into something that the team can build on in future projects. All 3 projects will come on stream from 2015 to the end of 2016,” Mr. Napat concluded.