Bangkok--6 Mar--Hill & Knowlton Thailand Amarin Plaza today announced the first of a kind cooperation for the retail industry with its teaming with Asia Books and Blue Cup Coffee to launch ‘Book Lounge @ Amarin’, Thailand’s biggest foreign book outlet and lifestyle-themed bookstore. The objective of the new concept lounge is to provide book lovers with more than 150,000 titles of books and magazines in an urban ambience and aromatic atmosphere on the fourth floor of Amarin Plaza, while also providing a value oriented and fun shopping experience in the Ratchaprasong district. Mr Rungyos Chantapasa, Vice President of Business Development of Erawan Ratchaprasong Company Limited, the operator of Amarin Plaza said, “In the past year, Amarin Plaza was subject to a major refurbishing and redecorating process along with an upgrade in the standard of services designed to better respond to the needs of our target customers, including office workers and tourists. The new ‘Book Lounge @ Amarin’, is a great example of our new 'lifestyle oriented' approach and one that communicates with our common demographic customer group." Mr Phumate Manuphibul, Managing Director Asia Books Company Limited said, “Because of Amarin Plaza’s strategic, high traffic and easily accessible location via the BTS skytrain, at Chidlom and the professional management team behind the shopping centre we are confident that working with Amarin Plaza and Blue Cup Coffee in the launch of our first ever Asia Books Book Outlet here will be an outstanding success.” Book Outlet by Asia Books Book Lounge @ Amarin is Thailand’s first foreign book outlet operated by the foreign books distributor, Asia Books, providing more than 150,00 titles of imported books and magazines at value prices in line with the growing demands of the English language reader market. Khun Vitoon Sila-On, Vice President of Business Development and Restaurant Marketing, S&P Syndicate Public Company Limited added, “We are proud to announce that Book Lounge @ Amarin project is our first cooperation with two leading brands, Amarin Plaza and Asia Books. And we believe that good books and fine coffee by award-winning baristas are truly matched, especially when served in the right atmosphere such as Amarin Plaza. We all believe that Book Lounge @ Amarin is the place to be.” Book Lounge @ Amarin is the first lifestyle concept book store in Thailand, originated by cooperation of three business partners — Amarin Plaza, Asia Books, and Blue Cup Coffee, covering over 400 square meters on the fourth floor of Amarin Plaza in Ratchaprasong district. The store will officially open in April 2008. For further information, please contact; Saowapa Sukuntee / Pishnu Plaikaew Hill & Knowlton Thailand Tel. 0-2627-3501 ext. 191 and 154 Email [email protected]