Business Movement

Central Department Store, under Central Retail, Transforms Central Chidlom to a Luxury Department Store, “The Store of Bangkok”

Set to unveil its luxury, beauty, and fashion zones in April, and the full new look in the fourth quarter of this year

Bangkok, March 26, 2024 - Central Department Store, under Central Retail, is poised to shake up the luxury retail scene with the unveiling of Central Chidlom. Following a renovation investment of over 4 billion baht in the past year, the store has been transformed into a luxury retail destination under the new concept "The Store of Bangkok". This concept truly caters to the city's shopping enthusiasts, bolstered by world-class luxury brands, exclusive exclusives, and a refreshed identity that aims to inspire everyone. The store is positioned to become the ultimate shopping destination, offering the pinnacle of retail experiences.

Central Department Store Group is ready to elevate Central Chidlom to become the epitome of luxury department stores in Bangkok. With a perfect blend of prime location and a long-standing history as a pioneer in the "One-Stop-Shopping" format, where customers can enjoy a wide range of brands across all categories under one roof, Central has been Thailand's leading destination for over five decades. With its exclusivity and unmatched shopping experience, there's no place more fitting to be "The Store of Bangkok" than here.

"The transformation of Central Chidlom isn't just a makeover. We're redefining the shopping experience to make Central Chidlom 'The Store of Bangkok,' an iconic destination in the city and a hotspot for global customers seeking a unique, customer-centric experience. With exclusive luxury brands and exceptional offerings found only here, we're truly setting the standard for luxury department stores in Bangkok." – Natira Boonsri, CEO of the Central Department Store Group under Central Retail

The new definition of Central Chidlom as "The Store of Bangkok" reflects the vision of the Central Retail Corporation to be "The Store of Endless Inspiration for Every Moment of Your Life." This concept merges with three main ideas driving the renovation of Central Chidlom towards becoming a true luxury department store, which include:

"The Store of Design and Concept" integrates the expertise of Thailand's leading architectural firms along with globally renowned consulting companies to craft contemporary architectural designs. These designs cater to the lifestyles of Thais and are rich in detail and international standards. The renovation of Central Chidlom focuses on three main aspects:

  • Designing the exterior façade of the building, which serves as the hallmark of Central Chidlom, to enhance its modernity. This involves incorporating the distinctive vertical lines of the department store's identity, giving it a more modern look by adding minimalist features. Pink hues in contemporary shades are introduced, along with front-facing openings to bring light into the building, creating connectivity from every angle by using frosted white glass panels that can illuminate and change color at night. This will breathe new life into the historic Chidlom area, known to all, with a fresh emotional feel. Central Chidlom will be a bright, lively, and iconic landmark in Bangkok.
  • Expanding the central atrium area to create a spacious and elevated ambiance, offering a luxurious and relaxing atmosphere. This includes increasing the vertical and horizontal viewpoints within the same floor and other levels, providing an expansive and bright environment for an exceptional experience.
  • Adding a sky bridge at level 1 to directly connect to the luxury floor, along with expanding the existing sky bridge at level 2 for easier access to Central Chidlom, enhancing convenience for customers traveling via the Skytrain.

“The Store of Curated Destinations,” Central Chidlom represents the unique feature of the store itself, serving as a destination that gathers a diverse array of brands under one roof. Brands are meticulously selected, categorized based on price ranges and brand standings, to deliver an unparalleled shopping experience that exceeds expectations and caters to the needs of Central Chidlom's customers, including:

  • World of Luxury: Offering a world-class luxury shopping experience with:
    • Luxe Galerie presents an opulent array of prestigious global brands, including Balenciaga, Bottega Veneta, Burberry, Celine, Chanel, Dolce & Gabbana, Emilio Pucci, Fendi, Gucci, Kenzo, Loewe, Louis Vuitton, Missoni, Miu Miu, Prada, Roger Vivier, Saint Laurent, and Versace, ensuring an exquisite shopping experience.
    • Shoes Avenue, the ultimate destination for a luxurious collection of designer footwear, offering a diverse range of brands and styles all in one place. Brands such as Bottega Veneta, Burberry, Christian Louboutin, Coperni, Cult Gaia, Dolce & Gabbana, GCDS, Gucci, Isabel Marant, Jimmy Choo, Marni, Prada, Proenza Schouler, Roger Vivier, Sergio Rossi, Sophia Webster, Tod's, Tom Ford, Tory Burch, and Vivienne Westwood are showcased, with exclusive debuts of brands making their first appearance in Thailand, including Giuseppe Zanotti, Mach & Mach, Rene Caovilla, and The Attico.
  • World of Beauty: Beauty Galerie a new pinnacle of luxury and grandeur in Thailand, sprawls across more than 6,000 square meters. It houses an exquisite array of beauty products from over 150 esteemed global brands, including exclusive booths from prestigious names like Chanel, Dior, La Mer, and Gucci. Each booth presents a unique concept to elevate the beauty experience. Moreover, Beauty Galerie offers exclusive distribution of elite brands such as Augustinus Bader and Officine Universelle Buly, alongside a dedicated space for organic and niche beauty products, ensuring customers can effortlessly discover and acquire products tailored to their desires.
  • World of Youth: Expanding Customer Base among New Generation by curating a destination that gathers fashion and street fashion products that cater to the needs of the younger generation. Central Chidlom stands out as the first and only department store with Sneakers Boulevard, an area featuring over 800 pairs of sneakers, including the latest collections, special editions, and rare models from various renowned brands, catering especially to sneaker enthusiasts.
  • Best Curated Food Destination: Selecting eateries and cafes that cater to every lifestyle and preference, with an increase of threefold in the number of food outlets, totaling over 60 establishments. This expansion aims to fulfill the lifestyle needs of customers who visit the store not just for shopping but also for hanging out, making Central Chidlom feel like a second home and enhancing its role as a more comprehensive destination.
  • Best-in-Class Service: Elevated services such as upgraded concierge lounges, personal shopping assistants, and digital parking services have significantly enhanced customer experience.

"The Store of Communities" at Central Chidlom is poised to become an inspirational hub for fostering strong Chidlom Citizen communities through a variety of programs and initiatives, including:

  • Introducing CENFINITY to elevate the private loyalty program for top customers of Central Department Store, Robinson Department Store, and Central Embassy, as well as The1 members. This program, redesigned to be more personalized and tailored, aims to meet the lifestyle needs and preferences of the store's esteemed customers.
  • Establishing a new identity for Central Chidlom through redesigned logos and fonts, inspired by the store's new design. The introduction of the distinct "Central Chidlom Rose Pink" color derived from the iconic flower event of Central Chidlom, will be exclusive to Central Chidlom. This fresh identity exudes vibrancy, creativity, warmth, and friendliness while setting Central Chidlom apart from other Central stores.
  • Positioning Central Chidlom as the store of endless inspiration for communities, which presents creative events spanning art, music, and gastronomy, in partnership with both local and global collaborators, to infuse vitality and attract crowds year-round:
    • 28 March 2024: Launch of Shoes Avenue at Luxe Galerie, offering the ultimate luxury shoe shopping experience.
    • 25 April 2024: Luxe Night Out, an extravagant party celebrating the opening of Luxe Galerie and the fashion department with exciting activities across all three floors.
    • 24 - 28 October 2024: Central Anniversary Flower Show, an annual event celebrating Central's anniversary with over 30 years of tradition, transforming the store into a diverse flower garden under different themes each year.
    • December 2024: Prepare for the grandest event of the year, the unveiling celebration of the transformed Central Chidlom, promising to be the biggest party of the year.