Allan Namchaisiri, president of Zen and senior vice president and head of marketing for Central Retail Corporation, said about Bt2.8 billion had been spent transforming Zen into Asia's first "lifestyle department store." He said Zen was expected to generate Bt4.8 billion in revenue in its first year of operation.

The store's building has been redecorated using masses of glass panels, lighting effects, images and trendy designs. The new Zen is five times larger than its previous incarnation, covering 80,000 square metres of retail space over 19 floors. So far, about 50 per cent of the renovation work is complete.

The first to seventh floors of the complex will be the department store, while the eighth to 19th floors will be a "lifestyle tower" incorporating a 2,000-square-metre exhibition hall, a fitness and "wellness" centre and beauty spas as well as bars and restaurants.

The department store, the seven floors of which will cover 50,000 square metres, will open in mid-December while the rest of the building will open sometime in the second quarter of next year.

A Bt200-million marketing budget has been allocated to promote the store next year. It expects to attract to attract 30,000 to 40,000 shoppers on weekdays and 50,000 to 70,000 on Saturdays and Sundays.

"We would like Zen to become one of the iconic buildings of the world, blending between trendy and theatrical decors with unique design, products and brand names," said Allan.

Yuwadee Chirathivat Bhicharnchitr, managing director of Central Department Store Co Ltd, said that as opposed to Central Department Store, which would offer mainstream products, Zen would target the urban lifestyle of teenagers and "young-at-heart" adult trend-setters, with selective lifestyle products.

"Zen, which has existed for almost 17 years after first opening its doors in 1989, will be the flagship brand for our lifestyle department stores with its marketing, PR and product buying teams separated from Central," said Yuwadee.

When Zen first opened as part of the World Trade Centre (now CentralWorld), it covered just 16,000 square metres of retail space. It has been closed for major renovations and expansion since last year.

Allan said that 40-50 per cent of Zen's target customers are female and 30 per cent are male with "ultra-sexual" or gay customers making up the rest.

"Between 30 and 40 per cent of our customers will be tourists, who will look at Zen as a must-visit shopping destination," he said.

Kwanchai Rungfapaisarn

The Nation