Luxury Evolution: Central Chidlom Receives Bt 4 Billion Investment For Grand Transformation

Tuesday, March 26, 2024

On March 26, 2024, Central Department Store, a division of Central Retail Corporation, unveiled plans for a significant investment of 4 billion baht aimed at revitalizing Central Chidlom into the premier shopping destination in Bangkok, dubbed “The Store of Bangkok.” With a vision to redefine luxury retail, the endeavor seeks to deliver a seamless “One-Stop-Shopping” experience for patrons. Through avant-garde design, refined architecture, and a meticulously curated array of global luxury brands, Central Chidlom endeavors to set unprecedented standards in luxury retail. By prioritizing exceptional customer service, the establishment aims to captivate the discerning clientele, establishing itself as an aspirational hub for shoppers and heralding a new era of opulence in Bangkok’s retail landscape.

Natira Boonsri, CEO of the Central Department Store Group under Central Retail, unveiled, “Established in 1974, the store has strategically positioned itself in the heart of the city to cater to high-end customers and pioneered the concept of ‘One-Stop-Shopping’ in Thailand. Evolving over more than five decades alongside Thai customers and the retail industry, today marks another significant step as Central Chidlom ventures towards becoming a luxury department store. We no longer see Central Chidlom simply as a department store; it is now The Store of Bangkok, the epitome of shopping sophistication for both Thai and international clientele.”

Branded as “The Store of Bangkok,” the revamped Central Chidlom embodies the overarching vision of the Central Department Store group to be the quintessential destination for perpetual inspiration across life’s myriad moments. Encompassing three fundamental principles in its redesign, the store endeavors to cement its status as a pinnacle of luxury departmental excellence:

Dubbed “The Store of Design & Concept,” Central Chidlom joins forces with a top-tier architectural firm in Thailand and a global consultancy to craft contemporary architecture that seamlessly blends with the Thai lifestyle while embracing international flair:¹

1. Enriching the Experience: Enlarging the central area of the store to cultivate a spacious and airy atmosphere, epitomizing luxury and tranquility, and delivering a tailored shopping journey catering to every product category.
2. Raising Architectural Standards: Revamping the iconic exterior facade of Central Chidlom to infuse a modern aesthetic. By opting for frosted white glass panels capable of dynamic illumination and color transformations after dark, Central Chidlom is poised to become a vibrant and iconic landmark in the heart of Bangkok.
3. Enhancing Accessibility: Introducing a Sky Bridge on the first floor for direct access to the luxury section, while expanding the existing Sky Bridge on the second floor to streamline customer navigation within Central Chidlom’s premises.
   
4. Dubbed “The Store of Curated Destinations,” Central Chidlom epitomizes the essence of a destination in itself, bringing together a diverse spectrum of brands under one roof:
5. Luxury Haven: Unveiling a realm of opulence with Luxe Galerie, showcasing an extravagant selection of esteemed global brands like Balenciaga, Bottega Veneta, Burberry, Celine, Chanel, Dolce & Gabbana, Fendi, Gucci, Loewe, Louis Vuitton, Missoni, Miu Miu, Prada, Roger Vivier, Saint Laurent, and Versace, ensuring a bespoke shopping indulgence.
6. Shoe Sanctuary: Embarking on a journey through Shoes Avenue, where an exquisite collection of designer footwear awaits. Featuring renowned brands such as Bottega Veneta, Burberry, Christian Louboutin, Gucci, Jimmy Choo, Prada, Roger Vivier, Sergio Rossi, Tod’s, Tom Ford, and Vivienne Westwood, alongside exclusive debuts of brands making their inaugural appearance in Thailand.
7. Introducing Beauty Galerie, a lavish sanctuary spanning across 6,000 square meters, radiating luxury and sophistication. Showcasing a meticulously curated array of beauty products from over 150 esteemed global brands, including exclusive presentations from renowned names. Beauty Galerie stands out with its exclusive distribution of elite brands and a dedicated section devoted to organic and niche beauty offerings.
8. Youthful Hub: Catering to the burgeoning youth demographic, Central Chidlom introduces Sneakers Boulevard, a pioneering space featuring over 800 pairs of sneakers, including the latest collections, limited editions, and rare models from renowned brands, setting the pulse for sneaker enthusiasts.
9. Culinary Delight: Curating an unparalleled culinary experience with an eclectic selection of eateries and cafes, tripling the number of food outlets to over 60 establishments. This expansion aims to cater to the diverse lifestyle needs of patrons who frequent the store not only for shopping but also for socializing.
10. Service Excellence: Elevating the standard of service with enhanced amenities including upgraded concierge lounges, personalized shopping assistance, and state-of-the-art digital parking services, ensuring an unparalleled customer journey.
    
    • Embracing its role as “The Store of Communities,” Central Chidlom remains dedicated to cultivating vibrant connections by:
      • Customer-Centric Approach: Tailoring offerings to three distinct customer segments: (1) Discerning individuals seeking curated products, (2) Creatives passionate about fashion, art, and innovation, and (3) Travelers and expatriates in Thailand.
      • Introducing CENFINITY, an enhanced private loyalty program catering to top-tier customers of Central Department Store, Robinson Department Store, Central Embassy, and The1 members. This reimagined program offers personalized benefits tailored to the diverse lifestyles and preferences of valued patrons.
      • Revitalizing the identity of Central Chidlom with refreshed logos and fonts inspired by its redesigned aesthetic. The introduction of the exclusive “Central Chidlom Rose Pink” color, derived from the iconic flower event, further distinguishes Central Chidlom.
      • Positioning Central Chidlom as a hub of inspiration for communities, hosting a variety of creative events throughout the year in partnership with local and global collaborators, spanning art, music, and gastronomy.
      • With robust spending trends among premium clientele and the younger demographic, projections anticipate a 20% increase in foot traffic and a 30% rise in sales following the full-scale operation of the redesigned Central Chidlom in 2025.
      • Central Chidlom is set to unveil its new identity as “The Store of Bangkok,” welcoming both local and international patrons to explore the latest luxury, beauty, and fashion offerings starting in April. Valued customers can eagerly anticipate the grand reveal of the fully revamped Central Chidlom in December of this year.

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