Gateway Ekamai, a retail project of billionaire Charoen Sirivadhanabhakdi, will transform from a Japanese lifestyle mall to an urban community shopping complex to widen its customer base.
The eight-story building launched its new look yesterday, covering the entire space of 35,000 square metres.
The proportion of Japanese restaurants has been scaled down to 20% from 30-40%.
Gateway is very close to Soi Thong Lor, which is mushrooming with Japanese shops and restaurants, especially at J Avenue community mall.
The mall also scaled back its IT stores to reflect declining demand for IT products and intense competition in the market.
"Many malls provide IT products, and it's not necessary for Gateway to compete in this field," said Rittichai Viettan, general manager of Thippatana Arcade Co, the operator of Gateway Ekamai.
He said the company is spending 400 million baht to transform the mall. New magnets include Snow Town Bangkok, which claims to be the first snow theme park and restaurant in Thailand, opening on 3,000 sq m on the fifth floor.
Another attraction is Flight Simulator, set to open on the second floor covering 1,500 sq m.
Kazuhiro Tadano, director of Snow Town (Thailand) Co, said the company is spending 60 million baht to open the attraction.
"Thais love snow, and many travel to Hokkaido each year to enjoy the chill and snow," he said.
Snow Town also plans to open its theme parks at other shopping malls owned by TCC Land including Asiatique in the near future.
Beyond Thailand, the company is looking to open a Snow Town in Shanghai in 2017 followed by Indonesia.
Mr Rittichai hopes Snow Town can help to elevate the image of Gateway beyond a shopping destination to a place for people to spend the whole day.
With anchors open on each floor, the average number of visitors is projected to increase to 30,000 a day from 18,000 on weekdays and 20,000 on weekends.
"Last year we earned 230 million baht on rental fees," Mr Rittichai said.
"Once each zone is opened, we expect our revenue will increase by 30%, reaching 300 million baht in five years."
He said 80% of the retail space in the mall had been booked, while the company was in talks with food and beverage companies to fill up the remainder.
Mr Charoen's TCC Group also operates retail mall brands Asiatique, Pantip Plaza, Center Point Siam Square and Boxspace.
The renovation of Gateway is part of a 5-billion-baht budget the group decided on for expansion this year and next.
The budget will be used to develop three Asiatique retail projects and two Boxspace hangout and nightlife zones, renovating Center Point at Siam Square and the Pantip Plaza branches in Pratunam, Ngam Wong Wan and Bang Kapi.
Next year, the company will make over the three Pantip Plazas and start construction of Asiatique Prime in Pattaya.