It's not easy to be the first, not in the retail business. And against ambitions of regional magnitude from CentralWorld and Siam Paragon, Siam Center _ the first speciality shopping centre in the prime area of Pathumwan-Ratchaprasong _ has been struggling with a few renovations and rebranding to keep its long-cherished "cool".
Since opening in 1973, the shopping mall has been synonymous as the home of "it" local designers _ housing the first Soda Pop, Greyhound, and the only Theatre stores, as well as the first shop of the mass retail chain Jaspal.
Siam Center has undergone four facelifts to strengthen and modernise its position. Its fourth resurrection, which opens to the public today, is set to take the place that was once deemed the meeting point of hip teens to another level.
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