The Absolute Siam concept that runs in the veins of Siam Center's new look isn't just a mere marketing glitz meant for conceptual ballyhoo. Embracing the three keywords "debut", "diversification" and "exclusivity", Absolute Siam is about being the first to premiere a range of diverse, unique, one-of-a-kind products and services _ from customised blends of coffee from renowned coffee chains to limited edition products from mass retail brands, and even specially designed interiors that differentiate a brand's Siam Center store from its other outlets.

Aside from this required uniqueness that all stores are asked to cooperate on, Siam Center has erected two new venues to underline this concept: The Wonder Room and The Selected. While the first is designed as a nursery for all new designers to showcase their collections, plus some new additions that are different from their stores elsewhere, the second is a meeting point for all who swear only by a selection of choices that define a refined lifestyle. The Selected epitomises the keywords "debut", "diversification", and "exclusivity". The range of products offered are sourced from all over the country by a team of lifestyle enthusiasts, and this effort culminates in a giant venue that houses over 40 brands that represent a variety of products (lifestyle, music, fashion, art and technology) for urban people who admire creative, or even one-of-a-kind designs. The Selected is located on the 3rd floor of Siam Center.