Published on November 30, 2005

Princess Maha Chakri Sirindhorn, thousands of VIPs will be on hand for Dec 9 launch. Siam Paragon, the ultra-modern designer shopping complex in downtown Bangkok, will open with an unprecedented publicity bash on December 9. RH Princess Maha Chakri Sirindhorn will preside over the opening ceremony at 9.39am. Some 10,000 VIP guests will be invited to attend, including ambassadors, politicians, military top brass, Cabinet members, movie and television celebrities, and pop stars.

At 10.00am, the general public will be given entry to the sprawling, multi-storey shopping complex covering some 500,000 square metres and built at a cost of Bt15 billion.

The shopping mall, situated opposite Siam Square, is expect to attract at least 200,000 visitors on the opening day. Special BTS shuttles will help transport guests in order to relieve traffic congestion.

“Siam Paragon’s debut will set records for Thailand as the largest launch event ever held by a private company,” said Supaluck Umpujh, vice chairman of Siam Paragon Development Co.

Throughout December, the company will spend more than Bt200 million on a publicity campaign for the high-end mall.

Supaluck said half of the promotional budget would be used to underwrite shows and marketing bonanzas on and after December 9. The other half will pay for media advertising both in Thailand and abroad. Opening-day show will feature lavish performances with names like “The Procession of Triumph,” “The Mystique of Enchantment,” and “The Glory of Magical Beauty” and feature more than 1,000 dancers.

Companies DeBeers and Steinmetz will bring another highlight to the opening ceremony by displaying EOS, the world’s most expensive diamond. The 100-karat gem is worth more than Bt4 billion.

Luxury cars will also be on display, including a Bt125-million Zonda Pacani, an Bt85-million Ferrari, and a Bt24-million Lamborgini Gallardo Spyder.

Supaluck said the company would earmark a further Bt500 million next year for advertising and promotional events. Operators expect to attract more than 100,000 shoppers a day.

The entertainment draws in Siam Paragon will include Siam Ocean World. Thailand’s largest aquarium, it features 14 marine zones housing 30,000 marine animals representing 400 species.

The Royal Paragon, a 10,000-square metre multipurpose hall, will double as a venue for the Bangkok Film Festival next February.

“About 60 per cent of the total 300 tenant stores are ready to open shop,” Supaluck said. The rest of the shops are expected to be up and running by next February.

Chadatip Chutrakul, CEO of Siam Paragon Development Co Ltd, said that the shopping complex will employ more than 10,000 people. Some 3,000 of them will work in the department store alone.

“We have invested Bt90 million in the infrastructure of the shopping complex, including a world-class wi-fi system, an IP telephone system, a computerised parking system employing smart cards, and a close-circuit television system,” she said.

Kwanchai Rungfapaisarn

The Nation

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