Nendo was chosen to design the interiors of one of the biggest retail complexes in Asia, developing the visitor experience around macro categories instead of single brands.
Nendo was called to provide the overall design of the Siam Discovery Arena in Bangkok, one of Asia’s largest retail complexes and ground floor for lifestyle experiments.
The task was a complete redevelopment plan, covering both interiors and exteriors, up to five floors of the complex. The existing building was quite deep with a narrow frontage that limited the flow of visitors at the front. To solve this problem the many existing circular atriums dotted through the building were extended and joined up to create a 58 meters long, canyon-like space.
In addition, a wall consisting of a stack of 202 frame-shaped boxes with video monitors, digital signage and merchandise displays were installed along one side of the atrium, serving as signage. For the exterior design, it was decided to open up the outside as much as possible reducing as many structural constraints as possible. The double layered facade was designed to protect from the strong Thailand heat.
Since this new retail space was a hybrid between a shopping center and department store, Nendo worked on the environmental design not only for the common use areas, but also all for the independent retail space. Rather than categorizing products by brand, the experience is organized around the “Lifestyle Laboratory” team, encouraging visitors to discover and enjoy a mixture of tastes and lifestyles.