A new trend has emerged to offer a diverse shopping experience, and Siam Piwat Co has quickly adopted it.
‘We created Another Alternative to cope with fast-moving global trends,’ says Ms Parisa.
Pop-up retail or flash retailing involves the opening of short-term sales spaces for brands or shops. Siam Piwat, the operator of Siam Center, is offering a pop-up store zone to let customers shop and eat in the same area.
Costing 10 million baht, the zone, Another Alternative, is on the first floor of Siam Center and features food and drinks, furniture, fashion and accessories.
In addition, Monocle, a British fashion and lifestyle magazine with a store chain of the same name, is opening a seasonal shop in the zone for the first time in Asia.
The shop makes its debut today and will close in February.
Another Alternative's Issue Cafe, which calls itself a fashion bar, lets diners enjoy food while staying current with fashion trends. The cafe also carries Issue home-decor items and clothing for dogs.
Parisa Chatnilbandhu, Siam Piwat's vice-president for retail business development, said several other brands including Japan's Emoi will unveil pop-up stores for the first time in Thailand.
"We created Another Alternative to cope with fast-moving global trends and the varied urban lifestyle," she said.
"We want customers to have a new shopping experience."
Another Alternative will provide its services until May, with sales over the six-month period forecast at 30 million baht.
The zone is also working with the British designer Giles Deacon to introduce limited-edition Happy Socks.
Proceeds from the collection will go to the Elton John Aids Foundation.
Ms Parisa expressed confidence that the pop-up approach will reinforce the status of Siam Center as a trend-setter for new ideas.
Another Alternative is the third pop-up store zone under Siam Piwat after The Selected, a multibrand store for lifestyle products from Thai designers, and The Wonder Room, which offers Thai fashion designs for women.