Reported by Mr. Sirasit Tatiyapantharak [#RETAILman | #RETAILmanX]

Central Pattana Public Company Limited, Thailand’s leading sustainable real estate developer, has unveiled ‘CenTRal cENtrAL’, a next-generation mixed-use landmark at Pathumwan intersection, with a total project value of over THB 11 billion. The retail component is scheduled to open in Q2/2027. The project is designed to support the continued development of Siam Square as a Global Youth Culture Destination – a centre of creativity, young energy and urban life under the concept Young. Bold. Global. Every component of the project is developed around one unified concept, marking a first of its kind in Thailand. CenTRal cENtrAL will also introduce a new social public space to inspire youth collaboration and contribute to the country’s future creative economy, while attracting new talent, creative entrepreneurs and high-spending travellers from around the world.

Mr. Chanavat Uahwatanasakul, President and Chief Executive Officer of Central Pattana Plc., said: “Every global metropolis has a district that serves as a centre for young people and creative culture. For Bangkok, we believe Siam Square is that place. For more than six decades, Siam Square has helped shape culture and has been a space where generations of people have had the confidence to think, create and express themselves. Today, we are committed to supporting the next stage of Siam Square’s development as a ‘Global Youth Culture Destination’, a place where young people, creators, entrepreneurs and people from around the world can live, work, visit and grow together. This is aligned with Chulalongkorn University’s long-standing intention to develop Siam Square as a place that continues to create value for society.

“CenTRal cENtrAL will represent ‘The Future of Siam Square’ and an important step in our vision to help elevate Bangkok towards becoming a world-class city. We are pushing the boundaries of what a retail-led development can do, from a place people visit, to a place that shapes how a new generation lives, works, creates and contributes to the city. This is the ambition behind Young. Bold. Global.

“This project is a next-generation mixed-use development, with every component designed to be distinctive and new to Thailand. With a total project value of over THB 11 billion, the retail component is scheduled to open in Q2/2027. The project will comprise Cutting-Edge Retail, a space that creates new trends and gives brands and young entrepreneurs opportunities to grow; Future-Ready Workplace, a future-facing workplace designed to attract talent from around the world; and 25hours Hotel, a globally recognised hotel brand known for creating properties with a distinctive character in each city, currently present in only 13 cities worldwide, with Bangkok soon to be added to its global collection. The project also reflects an important collaboration between Central Pattana and Mitsubishi Estate, one of Japan’s leading urban developers with more than a century of experience. Both companies share a common vision for future urban development – creating places that connect people, businesses and communities, and enable them to grow together sustainably.”

Mr. Masanori Iwase, Senior Executive Officer of Mitsubishi Estate Co., Ltd., said: “For more than a century, Mitsubishi Estate has been shaping cities through long-term vision, integrated urban development and strong partnerships. Throughout our more than 100-year history, we have believed that great cities are created by places that enrich people’s everyday lives and enable communities to thrive. We are honoured to collaborate with Central Pattana on CenTRal cENtrAL, a project that reflects our shared philosophy of integrated urban development and our common ambition to create places where people, businesses and communities can grow together. We believe Bangkok is one of Asia’s most dynamic cities, and Siam Square holds a unique position at the heart of its creative energy. Through this partnership, we hope to bring our global expertise in city-making to help shape the future of this district while creating lasting value for Bangkok and future generations.” 

‘CenTRal cENtrAL’ – Young. Bold. Global.

Dr. Nattakit Tangpoonsinthana, Chief Marketing Officer of Central Pattana Plc., said: “World-class cities are often defined by strong Youth Culture districts, such as Harajuku in Japan, Seongsu in South Korea, Tsim Sha Tsui in Hong Kong and Shoreditch in London. For Bangkok, Siam Square holds that role. We are therefore developing ‘CenTRal cENtrAL’ as a Global Magnet for Young Mindsets, bringing together Global Young Mindsets, Global Talent and Global Affluent Travelers. We will also introduce ‘CEntRal Future Makers’, a platform to support new talent and creative entrepreneurs in co-creating new ideas. The project will include over 3,400 sq.m. of social public space to promote youth co-creation and support young people and students from all institutions. It will be a space for art, performance, fashion, music, sport, food and new emerging cultures. CenTRal cENtrAL will also connect with the Ratchaprasong district and centralwOrld, our global flagship destination, to help create a stronger Network of Districts for Bangkok.”

Mr. Isareit Chirathivat, Head of Leasing of Central Pattana Plc., said: “For decades, Siam Square has set the stage for new trends. It is where many local brands have grown into nationally recognised names, and where global brands choose to build awareness and forge meaningful connections with Thai consumers. People come to Siam Square not simply to shop, but to seek inspiration, discover what's new, and experience the latest trends before anyone else. That is why Siam Square remains one of the world's most strategic retail destinations for leading brands – a place where they have the opportunity to influence consumer behaviour and shape the direction of the market.

We aim to bring a new ‘First Ever’ phenomenon to Siam Square once again, including First Time in Thailand, First Test in Market and First Concept in Asia. Through its Cutting-Edge Retail concept, featuring more than 300 brands, ‘CenTRal cENtrAL’ will become Bangkok's first emerging brands platform, where commerce and culture overlap to bring together new brands and experiences from across Asia. We want this project to become a starting point for new trends, a place that supports pop-up retail and cultural activations, while creating fresh experiences for every visit. In food and beverage, the project will curate new food cultures from around the world and bring together popular neighbourhood cafés from across Bangkok in one place. It will also attract sport and active lifestyle brands, as well as hobby and culture brands that are gaining momentum globally. Every visit to CenTRal cENtrAL should offer something new and different and Fun, Fast & Flexible.”

Ms. Juthatham Chirathivat, Head of Business & Design Development of Central Pattana Plc., said: “We intend for ‘CenTRal cENtrAL’ to become a new landmark and a new image of Bangkok on the global stage, creating a New Bangkok Urban Scene through its public rooftop garden, a city-view destination that people from around the world will want to visit and check in. Most importantly, the architecture must be globally distinctive, meaningful and able to add value to the city. We therefore looked back at the DNA of Siam Square, which has long been closely connected to fashion. Since fashion begins with fabric, this became the inspiration for the architectural concept ‘Fabric of the Future’, reinterpreted in a contemporary and distinctive way unlike anything done before. Fashion forms and the movement of fabric are translated into the language of the building façade. The design also combines contemporary architecture with the memory of the place. Another key element of the project is ‘Social Theatre’, conceived as a public gathering house where everyone can express creative energy and take part in a wide range of activities.”

Project Information

‘CenTRal cENtrAL’ has a total project value of over THB 11 billion. This next-generation mixed-use project is designed as an important missing piece that completes Pathumwan intersection. Located on a 7-rai land plot, the project has a total gross building area of 141,000 sq.m. and comprises a retail component, that will welcome more than 300 brands, scheduled to open in Q2/2027; an office building, scheduled to open in Q4/2027; and a hotel, scheduled to open in Q1/2029.

The project reflects the concept Young. Bold. Global. through its distinctive name, ‘CenTRal cENtrAL’, and its unconventional brand identity, which expresses the courage to think differently and the spirit of continuous creativity that has long been part of Central Pattana’s DNA. The repetition of the word “central” also reflects the charm of Thai language while reinforcing the significance of the location as a centre of Youth Culture and one of Bangkok’s key urban centres.

Target Group: Global Magnet for Young Mindsets

• Global Young Mindsets: Youth is not defined only by age, but by the courage to think differently, experiment and create something new. This includes artists, creators, entrepreneurs and a new generation driving the creator-led economy.
• Global Talent: Top-tier talent from around the world, including start-ups, technology, creative industries and other sectors.
• Global Affluent Travellers: Marking its first debut in Thailand, 25hours Hotel is a globally renowned playful luxury hospitality brand, with each property uniquely inspired by the character of its city. Present in only 13 cities worldwide, the brand will attract high-quality, high-spending travellers, further strengthening Bangkok's economy and tourism sector.

The Powerful Location

• A catchment of over 1.2 million people, covering residents, office workers, students and the creative, art and sport communities of Siam Square.
• More than 50 million visitors per year to the area.
• Regular traffic generated by the project’s 12-storey office building, accommodating approximately 2,500 office workers, together with the 349-room 25hours Hotel, which will attract affluent travellers from around the world.
• A highly connected location served by mass transit and surrounded by office buildings, hotels and educational institutions.

Project Highlights

• ‘Social Theatre’: A public gathering space at the heart of the project, designed for art, performance and creative activities. Open to everyone to express themselves and test new ideas, the space will be surrounded by an immersive LED experience that creates a new form of urban engagement.
• 'Skyline Theatre': An elevated public space that connects people with the city through panoramic rooftop views, a public garden, cafés, and dining destinations, offering a new perspective over Pathumwan Intersection. Designed as a place to pause, gather, and connect, it is set to become a new gateway to Siam Square.
• ‘The Urban Ground’, ‘Designer Maison’, ‘The Wardrobe’, ‘Passion Field’ and ‘Motion Ground’ – Flexible retail spaces inspired by the shophouse culture of Siam Square. These spaces are designed to support pop-up culture and respond quickly to changing trends across fashion, lifestyle, sport and gadgets. They will create opportunities for Thai brands, emerging brands, young designers and brands from across Asia to test new ideas and present new concepts on an ongoing basis.
• New food and café concepts: The project will bring together diverse food culture experiences from around the world and popular neighbourhood cafés from across Bangkok in one place. Highlights include ‘Social Haus’, an all-day dining zone suited to urban lifestyles; ‘Friend Table’ and ‘Join Joy’, dining and mingling hubs; and a rooftop café within ‘Skyline Theatre’.

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