Samyan Mitrtown Reinforces the Concept of 'Food and Learning Hub' Revealing the Strategy of Inspiring Everyday Experiences

Transforming Retail Space into a New Era to Create Daily Inspirational Experiences

 

Bangkok, March 23, 2021

Since the opening of Samyan Mitrtown, the most perfect mixed-use development on Rama 4 Road that caters to every lifestyle, creating retail space, hotels, office buildings, and residences under the concept of 'Urban Life Library – A Hub of Food and Learning', fulfilling the needs of the new generation of consumers for shopping, tasting, chilling, working, and relaxing since late 2019 with a project value of over 9 billion baht. It is part of 'Frasers Property Commercial (Thailand)', a developer of Grade A commercial buildings in the heart of Bangkok, which is one of the key business groups of 'Frasers Property (Thailand)' or FPT, the first comprehensive real estate leader in Thailand.

 

From the beginning of the Samyan Mitrtown project, we have achieved success through operations based on understanding our customers, tenants, and staff, allowing Samyan Mitrtown to navigate through the COVID-19 pandemic across both waves, becoming a friend ready to stand by everyone and contributing to making Frasers Property Commercial a leading commercial and retail developer in Thailand.

In 2021, it is another challenging year for the retail group leader, Mr. Thiranan Kornsritipa, Deputy Managing Director of Retail Business Development at Frasers Property Commercial (Thailand), who discussed the business-driving strategy: “We will drive our retail business using the strategy of 'Inspiring Everyday Experiences' by transforming retail spaces to create daily inspirational experiences and advancing Samyan Mitrtown under the concept of a food and learning hub to become a destination for all generations.”

The operational methods are as follows:

 

1. Attracting flagship restaurants to expand the target audience across all generations and lifestyles

From February to April, Samyan Mitrtown gradually opened a total of 11 new restaurants, divided into 3 groups: 1. Korean Fever 'K-strEAT', the first Korean food kingdom in Thailand, highlighting all Korean menus in one destination, catering to the Korean food trend from popular series during the Work from Home period. 2. Famous social media restaurants, bringing well-known eateries from across Bangkok that are constantly emerging, allowing us to invite them to present their offerings in the signature style of Samyan Mitrtown. 3. Affordable eateries starting at just 40 baht, providing more options for customers while helping to reduce expenses for those affected by COVID-19, fulfilling a comprehensive food portfolio in terms of food types, nationalities, and price ranges.

 

2. Inspiring and igniting knowledge through accessible presentations in the Samyan Mitrtown style

Promoting a knowledge space that aligns with the interests of the target audience, such as the Samyan CO-OP zone, which is not only a co-learning space open for free to everyone but also Medium & More, a new concept art and craft product center that caters to art enthusiasts. Additionally, in every event, we strive to incorporate learning activities, such as workshops and practical training, into various events, seamlessly blending educational activities with current customer interests.

 

3. Enhancing activities to foster community interaction through Placemaking

The project continues to provide space while adhering to the quality of life for users and various communities, opening up public spaces for customers and visitors to utilize for creative activities to inspire them. This is provided in the form of public space that anyone can access, with a relaxing atmosphere for activities beyond shopping, serving as a way to give back to society, such as collaborating with leading partners to organize socially beneficial activities and allowing students to showcase their thesis work.

 

Regarding the proportion of shops within the Samyan Mitrtown project, after proving that restaurants are the main products well-received by customers, this year we have significantly increased the number of restaurants to align with being a food and learning hub as follows:

1. The Eating Library (50%) 

A space that creates experiences in both the science and art of dining, beyond ordinary eating, by selecting a variety of foods according to demand.

2. The Learning Library (25%) 

A space open for learning and skill enhancement that fulfills the imagination across all aspects of life.

3. The Living Library (25%) 

A space that gathers essentials for urban living lifestyles.

 

Frasers Property Commercial (Thailand) has been adapting to meet the rapidly changing needs of retail customers. The trend that has been adopted globally in developing retail spaces over the past five years is the Placemaking Trend, or the addition of public benefit spaces in commercial projects to fulfill the needs of customers and communities with diverse activity spaces. We have prepared over 6,000 square meters within Samyan Mitrtown to transform into Placemaking Spaces, such as the Friendship Tunnel, the front plaza of the center, the sky garden, and various activity areas around the center.

 

“Currently, the number of visitors to Samyan Mitrtown has returned to over 53,000 people, equivalent to 84% of the pre-COVID-19 period, while over 97% of rental shops have been occupied. During the joyful festival of Songkran, Samyan Mitrtown continues the Endless Summer activities, 'The Most Fun Summer, Check-in Happiness, Enjoy Every Degree', amidst the center's first-time decoration that highlights the signature of the center, the Friendship Tunnel or Space Tunnel, transforming it into a magnificent underwater world, perfect for content creators to capture photos and videos that feel like walking in a large aquarium. We also prepare fun activities to make this summer more colorful than ever, starting with the Disco Blue zone on B1, connecting to the Friendship Tunnel area transformed from a space tunnel into an underwater world filled with schools of fish swimming, reflecting the shimmering surface of the water with sunlight, as if in an aquarium in the city, with realistic underwater projection techniques available for viewing from 11:00 AM to 10:00 PM. After that, we continue the feeling of being on the waves with a long sea-colored BUNTING along the escalator.

Then, we enter the G floor, Sunrise zone, inviting you to marvel at the hanging decorations with colorful surfboards, perfect for social media updates.

Additionally, enjoy the hottest extreme activities in the Surf Club zone in the outdoor plaza in front of the center.

Prepare to check-in for cool happiness from today until April 30 at Samyan Mitrtown Shopping Center, open from 10:00 AM to 10:00 PM, with the 24-hour zone operating normally, allowing dining in restaurants from 6:00 AM to 11:00 PM.

 

Throughout the activities, we have strictly adhered to COVID-19 prevention measures to instill confidence in our visitors, and we are confident that the number of visitors to Samyan Mitrtown will increase in the second quarter,” Thiranan added.