Bangkok, 12th December 2024: Central Chidlom, the flagship store of the Central Department Store Group under Central Retail, proudly celebrates the grand opening of its newly transformed store, marking 50 years since its initial opening. Under the concept of ‘The Store of Bangkok,’ Central Chidlom is poised to positions itself as Thailand's No. 1 luxury department store.

Central Chidlom redefines elegance and sets a new standard as a must-visit destination for global tourists with a phenomenal and distinguished shopping experience. The event features an appearance of South Korean superstar ‘Nam Joo Hyuk’ as the first brand ambassador of Central Chidlom, flying over to Thailand to celebrate the benchmark and historic page of Thai retail, alongside a star-studded lineup of Thai celebrities, influencers, and distinguished guests from various industries.

Natira Boonsri, Chief Executive Officer of Central Department Store Group under Central Retail, stated: "The unveiling of the new Central Chidlom after 50 years marks a groundbreaking moment in Thai retail history. This milestone was crafted to establish 'The Store of Bangkok,' reflecting our expertise in retail management through four core concepts: The Store of Curation: A carefully curated selection of global luxury and exclusive brands across all product categories. The Store of Design: A distinctive and creative redesign that defines the new look. The Store of Excellent Services: Exceptional, beyond-expectation services. The Store of Community: A central lifestyle hub for everyone—families, all generations, and individuals alike - to freely express themselves. This department store serves as a source of inspiration, catering to diverse needs, from our valued CENFINITY customers and families to Gen Y-Z and local and international tourists. To celebrate the transformation of Central Chidlom, we’ve organised numerous special activities to create memorable moments for our customers. Highlights include collaborations with Nam Joo Hyuk, our store's first brand ambassador, who will engage in ongoing campaigns through early next year. Additionally, international artist Henry Moodie and famous Thai musicians such as Two Popetorn and Pod Moderndog will deliver joyful musical programmes throughout December. It promises to be a grand event, exceeding everyone’s expectations."

Barom Bhicharnchitr, Managing Director of Central Embassy and Flagship Store Development, stated “The transformation of Central Chidlom is a monumental and crucial undertaking. It’s not merely an architectural redesign, but a reimagining of the customer experience to provide the utmost exclusivity. The challenge lies in modernising Central Chidlom while preserving its 50-year-old classic charm as ‘THE STORE OF BANGKOK’, a significant shopping landmark in the capital. Our aspiration is to make Central Chidlom distinctive and unparalleled, both in terms of its redesigned architecture and its proud expression of Thai identity. We've selected local materials and collaborated with home-grown talent, and introduced the unique ‘Chidlom Pink’ as the branch’s signature color, incorporated into both the exterior and interior design. This creates a memorable identity, where shoppers can recognise Central Chidlom without even seeing the logo. The store's unique ambiance, distinctive staff uniforms, and revamped façade not only enhance aesthetics but also foster a vibrant ‘THE STORE OF LIFE’ energy. Every detail is designed to captivate customers of all generations. Additionally, we've elevated customer service by rebranding Central Chidlom and introducing a new positioning to enhance variety, making shopping more enjoyable. We've also introduced luxury collections from global brands to provide a more exclusive shopping experience. For instance, customers can now shop for both men's and women's products on the same floor, a unique feature exclusive to Central Chidlom. This reinforces our position as an iconic Bangkok landmark that every Thai is proud of, a department store that rivals the best in the world.”

Moreover, Central Chidlom has introduced a unique new identity, distinct from other Central branches. This includes a specially designed signature colour, ‘Chidlom Pink,’ new branch uniforms, and exclusive Chidlom Pink shopping bags, embracing the chic and unique #CitizenofChidlom identity.

Adding to its character, Central Chidlom launched the ‘Symbol Mania’ campaign under the concept A Symbol Can Be Anything, encouraging free creative expression in the context of creative communities intertwined with everyday life. This campaign features collaborations with 25 creators who crafted works inspired by Central Chidlom’s symbols and signature Chidlom Pink. Many of these creations have become the talk of the town, spanning fashion, art, coffee menus, culinary delights, and various hobbies, introducing new lifestyle initiatives that resonate widely.

Highlights of the GRAND OPENING Activities for 'THE STORE OF BANGKOK' on 12th December 2024 include;

• The appearance of ‘Nam Joo Hyuk’, a famous South Korean actor who traveled to Participate The Store of Bangkok Grand Opening, officially launching as the store's first brand ambassador of Central Chidlom and being part of this significant historic moment, while also sharing his exclusive impressions of visiting Central Chidlom.
• A full-scale show of lights, sounds, and special effects in collaboration with DDMY Studio, beginning with the unveiling of the new iconic façade through The Spectacular Façade Illumination Show, accompanied by a violin performance called Pulse of the City by DDMY Studio. The creative graphics on the building's façade can change colours based on surrounding sounds, weather, or even the moon's distance - elements surrounding urban people. This was the design team's intention to reconnect city dwellers more closely with nature.
• An exciting aerial acrobatics show ‘The Symphony Of Time’, combining aerial acrobatics with a mini string orchestra, featuring Leng Ratchanikon, Thailand's and Asia's exceptional acrobat, showcasing spectacular performances on the symbolic structure of Central Chidlom.
• A concert featuring global artists Henry Moodie and top Thai artists such as Two Popetorn, Nene Pornnappan, Modern Dog, along with an international DJ line up at the after party, including DJ Gilles Peterson and DJ Wildealer.
• A historic gathering of important customers and celebrities from various fields, including Thai stars such as Mai Davika Hoorne, James Jirayu Tangsrisuk, Peach Pachara Chirathivat, and over 100 influencers from outstanding brands.
  • LUXURY & CONTEMPORARY FASHION : Bella Ranee (Fendi Ambassador), Phuwin Tangsakyuen (Friend Of Loewe), Pat Chayanit (Friend of Christian Louboutin), Mario Maurer, Onglee Proxie, EarnEarn Fatima, Film Rachanun (Celine), Jacky Jackrin, (Kenzo), Ice Paris (Paul Smith), Force Jiratchapong (Polo Ralph Lauren), Dann Kim Inyeol (Pucci & Rene Caovilla & Giuseppe Zanotti) and Prim Chanikarn (Jimmy Choo).
  • WOMEN'S FASHION : Pancake Khemanit (Poem) and Donut Manatsanun (Asava), Fond QRRA (ASV), JJ Radchapon – Net Siraphop (Disaya), Mo Jiratchaya (Milin) and Praew Wanichh (Peaches).
  • YOUNG FASHION : Thanaerng Kanyawee (Adidas), Tu Tontawan (Puma Thailand Brand Ambassador), Cooper Patpasit, Boom Raveewit, Pear Nattatida, Anna Glücks (Asics Brand Ambassador), Milk Pansa, Love Pattranite (Crocs), Alex Dice, OBO Dice (Sunglass Hut).
  • MEN’S FASHION & DENIM : Mik Thongraya (Lacoste), Ananda Everingham (Alongkorn), CJ Rhyn (Suit Select), Tonkla Patittada (Arrow), Tutor Koraphat - Yim Prarinyakorn, AI Aiyakorn - Tam Kewalee, Kenny Chayanin (Levi’s).
  • WATCHES & JEWELRY : Nicha Nattanicha (Rado), Bible Wichapas (Oris), Porsche Sivakorn (CMG Tech) Pei Panward (Jubilee), Orm Kornnaphat (Prima Group), Natty-Nantanat (Dermond).
  • BEAUTY : Kimberly (Dior), Margie Balenciaga (La Mer), Alek Teeradetch (Shiseido), James Ma (Estée Lauder), Mew Suppasit (Clarins, Jung Saem Mool, Three), Mile Phakphum (Guerlain), Kongthap Peak (Gucci Beauty), Pearwah Nichaphat (M.A.C), Satang Kittiphop (Sulwhasoo & Hera), Mabel Pixxie (SK-II), Ingkho Pixxie (SK-II), Boom Suphaphorn (Sisley), Lena Lalina (L’Occitane), Praew Chermawee (Bobbi Brown), Nicole Theriault (Jo Malone London), Tigger Achira (Jo Malone London) ) will bring glamour to the event.
  • HOME : Mew Suppasit (Meyer), Diana Flipo (Santas), Can Atirut (Omazz), Jinny Aimsiga (Pasaya), Pat Chayanit, Ryu Vachirawich (Panpuri), มีธ ปาณิสรา, ออมสิน ธัชณัน (Maison Berger Paris)
  • MOM & KIDS : Tay Tawan (Lego), Porshe Saran (Chicco, Nerf), Aire Phantila (MamyPoko), Nina Nutthacha Jessica (Godmami), Jack FanChan, Baihmon Kittiya, ป๊อป วรเกียรติ (Playmobil), Sara Nalin Hohler (Nuna), B Matika (Sofflin), Icepadie Phavida (Stokke), Venus Saksiri (Silverlit), Mata Matalyn (Enfant), Avalyn (Pureen), น้องเวลา น้องวายุ, น้องคีธ น้องเคท (Rookie USA), Kaimook Ploychompoo (Hot Wheels), Papleng โสภิตา (Philips Avent), Baiyeok Walaiphorn, ได๋ได๋ ธันย์ธนิดา, Dr.Chow นายแพทย์เชาวณิชย์ โพธาธนาย (Airy X Poem)
• Special activities with exclusive services from numerous prominent brand partners : Mastercard, Central The 1 Credit Card, CardX, KBank, UOB, Samsung, Grab ThumbsUp, Singha, MAMA, McDonald's, TCP, Redbull, SF, KFC, Grab Executive, Bumrungrad, Bangkok Airways, Chatrium Grand, The Okura Prestige, Rosewood Bangkok, AIS Sim2Fly, Good Goods, and Devialet.
• GRAB EXECUTIVE offering an elevated travel experience to the full opening of the new Central Chidlom, providing a premium shopping destination with world-class service in luxury vehicles.

Continuing with more exclusive experiences such as……

• A music programme celebrating the new Central Chidlom façade, featuring super-star Thai artists, free to attend throughout December 2024, including The Parkinson (December 13, 2024), The Toys (December 14, 2024), Atlas (December 15, 2024), Bowky Lion (December 18, 2024), MIRRR (December 20, 2024), Better Weather (December 21, 2024), Three Man Down (December 22, 2024), WIM (December 24, 2024), and Perses (December 25, 2024).
• Shopping in #CitizenofChidlom style with magnificent service, including:
  • BEAUTY GALERIE: Featuring over 150 world-class beauty brands like Chanel, Dior, Gucci, Prada Beauty, La Mer, etc., with special zones for premium organic skincare and niche fragrances, including exclusive brands only at Central Chidlom such as Ausgustinus Bader, Officine Universelle Buly, and Valentino Beauty, and the first-time service of Prada Beauty.
  • LUXE GALERIE: Thailand's Exclusive Shop-in-Shop Luxury Experience Features world-renowned brands like Bottega Veneta, Balenciaga, Burberry, Celine, Dolce & Gabbana, and more, including brands opening this December like Chanel. Introducing Thailand's first 'SHOES AVENUE' where customers can try and shop for luxury shoes from various brands in one space, such as Christian Louboutin, Cult Gia, Coperni, Jimmy Choo, and others. Notably, the ‘Christian Louboutin Bar’ - the first in Asia - with special drink menu, and exclusive brands like Archivépke, C.P. Company, GCDS, Giuseppe Zanotti, Mardi Mercredi Actif, Mach & Mach, René Caovilla, Rockfish Weatherwear, Simkhai, Sunnei, Samo Ondoh, Versace Jeans Couture, Taw&Toe, being first introduced in Thailand. Moreover, SNEAKERS BOULEVARD & STREETWEAR STUDIO, dubbed Thailand's largest sneaker destination for street fashion and limited edition collections.
  • Home Department designed with the "Circle of Life" concept, offering the best curation for every home with exclusive brands: WMF, Ruffoni, Spode, Yves Delorme, Rivolta Carmignani and over 500 quality brands including Santas, Pasaya, Ralph Lauren, Sanderson, Boss Home, Omazz, Tempur, Sealy, Dr.Vranjes, Zwilling, Le Creuset, Circulon, Riedel, Noritake, Royal Bone China, Dyson, Kenwood, De’Longhi, Nespresso, NESCAFÉ Dolce Gusto, Smeg, Philips, Tefal, Electrolux, Lesasha, Valera, Elchim, Toshiba, Roborock. Also, discover the new Health & Wellness Matsunaga zone, complemented by an array of delightful services such as: an exquisite Embroidery service by Santas, offering personalised textile artistry, Customised Pillow & Mattress, Cooking Studio by Fooded Co, joyful adventure without a need of cooking knowledge.
  • "MY LITTLE WORLD" Mum & Kids Department: A curated sanctuary featuring over 330,000 items from 400 top global brands, anchored by the powerful promise "Bring the Best for Your Baby". This department reinforces its position as the number one choice for mums seeking the best for their children. It provides a new shopping experience beyond just purchasing, and the exclusive Baby Advisor service - a personalised consultation to address every question and concern of modern motherhood. Discover an extraordinary collection of exclusive brands available only at Central, including: Mamas & Papas, Smiggle, Mardi Mercredi Les Petits, Kenzo, Emporio Armani, Boss Junior, Levi's Kids, Sanrio, Sfera and The Marc Jacobs Kids
  • PUBLIC LANE - PUBLIC MARKET zone with notable restaurants and LOFTER, featuring over 30 street food vendors.
• One-Stop Journey Service: Designed to provide seamless convenience through omni service: Personal Shopper, a private shopping assistant to help customers select items effortlessly, Personal Stylist, experts in curating products tailored to your unique style, Central App, a mobile application enabling customers to shop anytime, anywhere, with the added advantage of AI and data analytics to recommend products and services that align with individual preferences, CENFINITY Lounge, an exclusive lounge for valued customers, Work Work Co-Working Space, a complimentary area for working, relaxing, and finding new inspiration, Personal Shopping Suite | Sounds by Devialet, a world-first exclusive lounge where customers can immerse themselves in the exquisite sound system by Devialet, the renowned French brand, complemented by luxurious sofas from Jim Thompson. Additionally, Central Chidlom's second floor features Devialet speakers, providing a premium auditory experience that elevates the shopping journey to new heights.

Experience the most spectacular event of the year together at The Store of Bangkok Grand Opening at Central Chidlom! The event rerun will be available via Facebook Fan Page: Central Chidlom, Central Department Store, Instagram: Central Chidlom and YouTube Channel: Central Department Store. Follow news and updates on Facebook / Instagram: Central Chidlom, Central Department Store.

#CentralChidlomxNamJooHyuk #TheStoreofBangkok

#AllRoadsLeadtoChidlom #CentralChidlom #CentralChidlomGOP