,Thailand

The Mall outshines competitors in Thailand’s bustling shopping scene 

It bagged 4 trophies at Retail Asia Awards 2021.

Challenged to redesign and repurpose a traditional suburban mall, The Mall Group came out winning with the highly innovative The Mall Lifestore Ngamwongwan. The new mall is an entirely different experience complete with a customer-centric design inspired by local artistry, community engagement, advanced technology, and exceptional leisure, dining, and creative options. 

This traditional mall has been transformed not only physically  but also with the branding and execution - the whole 360-degree change to uplift it and be a “lifestore”, engage new customers, as well as introduce new famous brands to this store and make this mall a happy place to live life. 

Breaking down the barriers between a traditional Thai department store layout and a shopping complex, The Mall Lifestore Ngamwongwan is based on a smooth-flow design between zones, carrying shoppers seamlessly through seven shopping, dining, and entertainment levels.

The Mall Lifestore Ngamwongwan provides a wide range of attractions and areas catering to different age groups, especially to family-centric Thais. These include Harborland, a huge children’s fun park, Fantasia Lagoon - one of Thailand’s only rooftop water parks, a digital games zone, cinema, and regular art projects with community members.

The entire shopping complex also incorporates an abundance of natural greenery, 30% of the complex specifically, outstanding with a 12 meters height dining glasshouse, providing visitors with a refuge from the busy streets. Visitors who simply want to rest can find sanctuary in The Mall Lifestore Ngamwongwan--no need to leave the city. 

Parking is also a breeze with Thailand’s first-ever reserve parking via mobile app, so visitors can truly enjoy their experience from start to finish.

After a full day, visitors can choose from a vast catalogue of dining options designed to appeal to all market segments and budgets. Name any cuisine available, and The Mall Lifestore Ngamwongwan has it. 

Winning all three categories, Mall of the Year - Thailand, Brand Transformation of the Year - Thailand, and Store Design of the Year -Thailand, The Mall Lifestore Ngamwongwan is definitely a trailblazer. It is considered a great success in terms of design, functionality, and customer traffic. 

The Mall Group also bagged Supermarket of the Year - Thailand for The Gourmet Market, the country’s premium supermarket brand offering exclusive gourmet items from all over the world. After a 360° transformation involving a complete overhaul of design, merchandising, and customer interaction, The Gourmet Market opened its new stores within 10 months without closing its doors.

World class gourmet destination

The supermarket launched its Farm to Table range, supporting over 2,000 SMEs and farmers across Thailand. A specialist rice station also offers the widest ever selection of rice varieties from around the country and in-house rice-milling service. 

The Gourmet Market also extended and enhanced its unique dine-in areas, complete with a You Hunt We Cook and 80° Below outlets offering special activities as well as the normal dine-in services. These activities include exquisite dishes cooked to perfection by celebrity and Michelin-starred chefs. 

Amidst COVID-19, The Gourmet Market offered a Chat & Shop service, allowing customers to order from the entire supermarket catalogue, including high-end gourmet items, for same-day delivery. Transactions dipped at the start of the pandemic but rebounded and increased significantly at 20%.

Watch the interview below to know more about their winning projects:

 

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