For those involved in the real estate industry, the name Magnolia Quality Development Corporation or (MQDC) is likely familiar. This is another major player in the real estate sector, but what we will discuss this time is not focused on their fame. The interesting aspect of this progressive real estate company is its clear business policy aimed at improving the quality of life for society while managing resources and the environment sustainably through innovation.

Importantly, it demonstrates that a real estate company can operate while also benefiting the community.

            MQDC has proven this through action by initiating various projects, one of which is WHIZDOM101 (Wisdom One-Oh-One).

            Indeed, from an external perspective, WHIZDOM 101 is a large project in the Sukhumvit 101 (Punnawithi) area, but what makes WHIZDOM 101 different is its incorporation of the concept of Third Place within the project.

What is Third Place? Why is it important for living?

  

The Great Good Place

Thai society may not be very familiar with this term, but urban developers worldwide emphasize creating public spaces because they are part of enhancing the quality of life for people. As Ray Oldenburg, an American psychologist, noted in his book The Great Good Place, although this concept was written in the late 1980s, it is still recognized that to create a city or village that becomes The Great Good Place, it must consist of three places:

1. First Place: Home

2. Second Place: Workplace

3. Third Place: A place that fulfills happiness which is the key to creating The Great Good Place and serves as a relaxation area beyond home and work, a place to recharge both body and mind, where everyone can live their daily lives. In simple terms, it is akin to a space of happiness for everyone.

Third Place in the Thai Context: The WHIZDOM 101 Model

            The question that follows is, what kind of Third Place will WHIZDOM 101 be?

            It should be noted that even in leading countries like Singapore, Malaysia, Hong Kong, Taiwan, Japan, South Korea, and the United States, there is a focus on developing cities with Third Places, but ultimately, no place has perfectly captured the essence of this concept.

            Looking back at Thailand, what MQDC is doing to fulfill the essence of Third Place in WHIZDOM 101 is something we do not often see from real estate developers. This involves in-depth research that goes beyond just studying customer needs or design implications, but delves into human behavior, spending over two years brainstorming with a team of experts, including architects, designers, and psychologists, to research a platform for Third Place that is 'right' for Bangkok residents.

One of the methods used was studying a sample group of 60 people, referred to as Lead Users, who are trendsetters. The research team from MQDC examined their social media usage behavior, conducted interviews, and engaged closely with this group, concluding that what they expect from a place is that it must optimize time usage.

Of course, creating an experience that aligns with urban lifestyles must meet the following criteria:

1. Convenience

2. Uniqueness

3. Deep-seated needs that have never been addressed before

Connecting People

            As Mr. Suttha Ruangchaipiboon, President of MQDC, one of the initiators and drivers of this project, emphasized, the concept of being The Great Good Place by Ray Oldenburg is about bringing these three places together to create balance in one area, which is WHIZDOM 101. The heart of what makes a Third Place is a public space that anyone can use every day without getting bored, feeling safe, and serving as a hub for relaxation, allowing people to recharge and connect with others through activities they are interested in equally.

“What we see every day without realizing it is that sometimes we are in a condo but prefer not to sit quietly with an iPad inside, instead opting to go down to a coffee shop and be in a public space, even if we don’t talk to anyone. This behavior aligns with a research finding we encountered called Privacy in Public, which indicates that ultimately, this shows that humans have a desire to coexist in society.”

“Therefore, Third Place in our model must be a place that addresses the deep-seated feelings that people cannot see, catering to the lifestyles and interests of everyone in today’s society and community. For instance, some women may enjoy shopping, others may prefer cooking classes, and students may want a space to read. At the same time, this space must elevate the quality of life for the community because this is a key goal of WHIZDOM 101,” Mr. Suttha revealed the essence of Third Place in WHIZDOM 101 

Restoring Quality of Life for Urban Dwellers, Caring for the Ecosystem

            In addition to having a research department to analyze human behavior to uncover the true needs of residents, MQDC also conducted research on the surrounding community of Punnawithi to find suitable design approaches for WHIZDOM 101 to enhance the quality of life in the community. The main approaches were summarized into three points:

1. If we survey the Punnawithi area, we will find that there has been a sports club in the area for over 20 years, reflecting that the people here care about exercise and health. WHIZDOM 101 thus places importance on this location by enhancing its functionality, such as adding a bike lane, jogging track, etc., along with various shops and services that cater to daily life from morning till night across all dimensions, including restaurants, hangout spots, supermarkets, banks, post offices, hair salons, laundry services, dental clinics, nail salons, spas, and more, all within a standard that facilitates a comfortable lifestyle for modern people, such as high-speed Wi-Fi connecting to the online world and the use of advanced technology to save energy. All of this is collectively referred to as an Innovative Lifestyle Complex.

2. Addressing what urban dwellers crave: green spaces. Cities where people have a good quality of life must have at least 29% green space, yet it is shocking that Bangkok has only 7%. WHIZDOM 101 allocates as much as 32% of green space within the project, and it is not just about planting trees for aesthetics but selecting each type of plant that benefits both humans and small life forms, contributing to the creation of a new ecosystem in the heart of the city.

3. Since MQDC recognizes the importance of education, within WHIZDOM 101, over 1,000 square meters have been allocated to create the “Wisdom Society,” open for students to study and attend workshops. The project will invite experienced speakers from various fields to share knowledge in this space on different occasions. Additionally, there will be an e-library service allowing users to scan QR codes for recommended readings and rare books to inspire thoughts and expand knowledge for students and interested individuals.

Innovative Lifestyle Complex

            From the concept of The Great Good Place, WHIZDOM101 has divided spaces based on the experiences to be gained, including:

Hillside Town : A zone designed to make visitors feel like they are strolling through a city in a valley, exploring various shops through walkways and ramps designed using Universal Design, which will be unlike any other in Bangkok, offering a unique lifestyle experience from food to fashion, housing concept restaurants and chic cafes with unique decorations.

24-Hour Street : Research has shown that people feel safe at night when shops, cafes, or restaurants are brightly lit along their way home, combined with the needs of the new generation in the digital society looking for places that can meet their needs instantly. 24-Hour Street was created, featuring not only convenience stores but also restaurants and various services, and importantly, it serves as a place to connect with diverse individuals who share similar interests to exchange ideas.

WHIZDOM PARK : In truth, humans must coexist with nature. The vacant spaces in various buildings have been designed as lush gardens filled with flowering and fruit-bearing local trees, allowing everyone to recharge physically and mentally, escaping the hustle and bustle. In this area, you will be warmly welcomed by a green oasis contrasting with the gray atmosphere of the city, suitable for hosting large events from sports to concerts.

WHIZDOM TRACK : For those who are passionate about fitness, do not miss this special experience that will provide a healthful experience on a jogging track and bike lane stretching 1.3 kilometers around the building, also serving as a stunning viewpoint.


Health Club : A zone for health enthusiasts that includes a large and top-notch sports club, offering full equipment, including a gym and swimming pool. In addition to equipment, facilities, and amenities for fitness and sports clubs, there are also family zones and indoor sports fields.

Hoping to Set a Standard for Good Living

            All of this should give us a clearer view that Third Place in the definition of WHIZDOM 101 does not come easily but is the result of extensive research and hard work. This is because the project's expectation is for WHIZDOM 101 to serve as a model for creating good public spaces for society, at least to make real estate developers aware of the benefits of allocating public spaces in any form.

It seems like a hope that will take time, but it must be acknowledged that since this project was launched, it has begun to gain recognition in the real estate sector. Moreover, the Japanese architectural community has used the WHIZDOM 101 project as a case study in smart city development.

“In the short term, we expect people using the space to enjoy outdoor living more, as we designed the journey for those living here to walk 8,000 steps a day. Research indicates that Bangkok residents spend 90% of their lives indoors, which is not healthy. Therefore, WHIZDOM 101 aims to design solutions to issues like pollution, heat, and rain by using technology to reduce temperatures in the project to encourage people to live more outdoors.”

“In the long term, we want to share this concept with students, instilling in them the idea to develop and expand it in the future, as well as disseminating this idea to real estate developers in Thailand or the region to see that we can do business while also benefiting society, which we have already started by opening the Research & Innovation for Sustainability Center (RISC) for real estate developers and students to build on knowledge.”

This is another genuine intention of Thai real estate developers who want to promote a good quality of life for communities and urban society. It is believed that once the WHIZDOM 101 project is completed, it will undoubtedly serve as an example to create positive ripples in the real estate industry.

            For students and those interested in making short films, the opportunity has arrived with the My Third Place Short Film Contest by WHIZDOM 101, offering a chance to direct a short film with a professional team, along with a trip to Japan, with a total value of over 500,000 baht. For more details, visit www.whizdom101bangkok.com

Thank you for the information from www.whizdom101bangkok.com