Central Chidlom Undergoes “Store of Bangkok” Transformation

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As a long-time resident of Bangkok, I’ve witnessed the city’s transformation over the years, and I must say, Central Chidlom’s new look is nothing short of breathtaking! The seamless blend of global luxury with Thai heritage is truly remarkable, making it feel like stepping into a European department store with an exotic twist.

The main store of Central Retail, known as Central Chidlom, has undergone a major renovation, intending to redefine luxury shopping in Thailand using a daring design concept. Nicknamed “The Store of Bangkok,” this transformation combines international architectural mastery with unique Thai features to offer an exclusive, premium shopping journey that is tailored and refined.

The core of this renovation project is blending contemporary luxury with the rich Thai tradition, beautifully encapsulated by our original “Garden of Roses” concept. This theme honors Central Chidlom’s emblematic rose motif, embellishing the space with distinctive “Chidlom Pink” Terrazzo stones that echo the opulence of a European high-end department store. A stunning new illuminated glass frontage becomes the centerpiece, while the Sky Terrace entrance links the store directly to the Chit-Lom BTS station, offering both convenience and elegance in one seamless experience.

Ms. Natira Boonsri, CEO of Central Department Store Group (part of Central Retail), recently revealed that for more than five decades, Central Chidlom has been cherished by shoppers in Thailand and globally due to our unwavering focus on customer satisfaction. Our unique approach, encompassing strategic placement, carefully selected merchandise, and exceptional services, has been our signature. With a significant investment of 4 billion Thai Baht ($116 billion USD) and over 77 years of retail wisdom, we are redefining Central Chidlom as Thailand’s premier luxury department store. Our goal is to help each customer create their personalized lifestyle and individual identity. We believe that true luxury lies not in cost, but in the freedom to express one’s unique style and taste.

The transformation showcases design consistency throughout every interaction point. The revamped store identity features a redesigned “Chidlom Pink” logo and shopping bags that exude vivacity and elegance. To further emphasize this fresh look, Central Chidlom has adopted contemporary uniforms for their staff, with the intention of embodying the spirit of fashion and proficiency.

Collaborations significantly contribute to the storyline of design, as “Symbol Mania” showcases pieces from more than 25 budding artists, all inspired by the “Chidlom Pink” brand. These artistic combinations can be found in various realms such as art, fashion, and dining, seamlessly blending aesthetics and functionality to establish a retail space that caters to lifestyle preferences.

Barom “Tay” Bhicharnchitr, Head of Central Embassy and Flagship Store Development, announced that the renovation of Central Chidlom is a significant and essential project. It’s not just an architectural makeover, but a creative rethinking to offer an unmatched level of luxury for customers. The difficulty lies in modernizing Central Chidlom while maintaining its 50-year-old traditional allure as “BANGKOK’S STORE,” a well-known shopping attraction in the city. Our goal is to make Central Chidlom stand out and be unrivaled, not only through its redesigned structure but also by showcasing Thai culture with pride.

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2024-12-17 13:56