4 April 2024
The Weekly
Upgrading Central ChidlomUpgrading Central Chidlom

The revamped shopping centre is set to open its new luxury, beauty, and fashion zones in April, and a full new look in the fourth quarter of this year. Central Department Store is set to revolutionise Bangkok’s shopping landscape even further with the introduction of a revamped Central Chidlom. After a substantial investment of THB4bn (US$109mn) over the past year, the store has undergone a remarkable transformation into a premier luxury retail hub, adopting the fresh concept of ‘The Store of Bangkok.’ This approach is designed to cater to the city’s many dynamic shoppers, and upon completion will feature more top-tier luxury brands and exclusive offerings than ever before. Central Chidlom’s rebranding as ‘The Store of Bangkok’ embodies Central Retail Corporation’s vision of ‘The Store of Endless Inspiration for Every Moment of Your Life.’ This concept aligns with three key principles guiding the renovation towards establishing Central Chidlom as a premier luxury department store:


Design and Concept: The exterior façade is being redesigned to embody modernity, incorporating vertical lines and minimalist features while introducing contemporary pink hues and frosted white glass panels. Inside, the central atrium area is being expanded to create a luxurious and spacious atmosphere. Additionally, a sky bridge is being added at level 1 to directly connect to the luxury floor, and the existing sky bridge at level 2 is being expanded for easier access, enhancing convenience for customers travelling by train.





The Store of Curated Destinations: The ‘World of Luxury’ section will offer an array of prestigious global brands like Balenciaga, Chanel, Gucci, and Prada. ‘Shoes Avenue’ will showcase a vast collection of designer footwear from brands such as Christian Louboutin, Jimmy Choo, and Tom Ford, with exclusive debuts of brands like Giuseppe Zanotti and Mach & Mach coming soon. The ‘World of Beauty will span over 6,000m2 and will host beauty products from over 150 esteemed global brands. Exclusive booths from celebrated names like Chanel, Dior, La Mer, and Gucci will offer unique concepts, while the section will also feature exclusive distribution of brands such as Augustinus Bader and Officine Universelle Buly, alongside a dedicated space for organic and niche beauty products. The ‘World of Youth’ initiative aims to attract a younger customer demographic by creating a destination that offers fashion and streetwear products tailored to their needs. One facet of this initiative is the introduction of ‘Sneakers Boulevard,’ the first and only department store area in the kingdom boasting over 800 pairs of sneakers, including latest collections, special editions, and rare models from top brands. The revamped Central Chidlom will also be an attractive food destination, offering eateries and cafes to suit all tastes and budgets, with the number of food outlets tripling to over 60 establishments upon completion of the renovation. Top-notch services will also be a priority, as the shopping centre will house upgraded concierge lounges, personal shopping assistants, and digital parking services.


Central Chidlom’s new ‘Store of Communities’ initiative is set to transform the shopping centre into a hub for fostering strong ‘Chidlom Citizen’ communities through various programmes: CENFINITY will enhance the loyalty programmes for top customers across Central Department Store, Robinson Department Store, and Central Embassy, as well as The1 Members. The shopping centre will also curate a programme of exciting events across art, music, and gastronomy with both local and global partners throughout the year. Central Chidlom is poised to debut parts of its new identity as ‘The Store of Bangkok’ in April, but valued customers can begin getting excited for the reveal of the fully revamped shopping centre in December of this year. This remodel will also mark the official start of Central Department Store’s plans to renovate several branches nationwide in the coming years.