The opening of The Emsphere on Dec 1 will help complete the Em District, a 30-billion-baht retail district located on Sukhumvit Road.
The Emsphere cost 20 billion baht to develop, covering an area of 200,000 square metres in total, spanning two connected buildings. The interior is decorated in an industrial style.
The store uses of dimensions of light, colour and sound to help enhance the atmosphere, combining examples of art within the building, said Supaluck Umpujh, chairwoman of The Mall Group.
"I spent three years designing The Emsphere and making Bangkok a sleepless metropolis, like Dubai, Las Vegas, Seoul, New York City or Bali. I have been building retail districts for more than three decades in Ramkhamhaeng, Bang Kapi and other locations," she said.
"With Thailand's retail sector evolving, building Emsphere to be 'vibe' and something never experienced before is not easy, and it's getting more difficult to create a store that meets our criteria including uniqueness. It is an experience that money can't buy."
Ms Supaluck said the Sukhumvit district, comprising trade, hotels and tourist zones, should become an official entertainment zone that can provide an around-the-clock service, similar to South Pattaya, RCA or other metropolises worldwide. This would allow the country to gain from high-spending tourists, while local workers will gain higher income from working longer hours.
Moreover, Thailand should strengthen its shopping attractions to become a hub of each area in terms of dining, the celebration of festivals, entertainment, health and wellness, medical, Mice, international schools and aviation, along with good transport infrastructure suitable for commuting, she said.
Ms Supaluck said The Emsphere project comprises world-class entertainment, health, wellness and spas, food, technology and over 40 leading fashion brands with special concepts.
This marks the first time Beams, Fear of God Essentials, Team Wang design and Andersson Bell have been featured in Thailand, she said.
New food brands debuting at The Emsphere include Bread Street Kitchen & Bar, an all-day restaurant by Gordon Ramsay, and Nayuki, a milk tea brand from China.
In addition, the mall offers entertainment, including UOB LIVE, which has sufficient seating to accommodate 6,000 people for concerts, global events, meetings, fashion and jewellery shows, and even a showcase location where the world's leading automotive brands such as Rolls-Royce and BMW can present their luxury cars.
Voralak Tulaphorn, chief marketing officer of The Mall Group, said the company has completed the renovation of malls in Bang Kapi and Bang Khae that required a total investment of 30 billion baht.
Both shopping complexes were transformed under a "Happy to live life" concept and are ready to be relaunched on Dec 8.
The group is allocating 2 billion baht to promote M District and the two renovated malls.