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Published on December 20, 2007

The event aims to create a luxury image for both Thailand and the gigantic Siam Paragon shopping complex, where the show will be held.

CM Event plans to arrange the event for five years, with the first exhibition set for next March. The partners plan to invite 600 guests, including celebrities, members of royal families, high-ranking executives and new politicians to join the event, as well to attract other wealthy locals and foreigners.

The economic slowdown does not worry the partners, as they believe consumers still have money but just do not want to spend, according to Chadatip Chutrakul, managing director of Siam Piwat, the partner of Siam Paragon.

"Many people seem to worry about the current economic slowdown, but we have to look to the future. Thailand has stayed at the forefront with many developed countries such as Singapore and Hong Kong in terms of luxury recognition. Arranging the event will strengthen our recognition for luxury in addition to increasing the desire to shop," she said.

The event will be categorised into four zones. The first will showcase products and services such as high-end vehicles, entertainment tickets, private jets, yachts, jet skis, diamond jewellery, tiaras, real estate, chairs, art masterpieces and luxury innovations such as iPhones.

The second will feature luxury theme parties, while the third will feature items from two Thai celebrities and the fourth zone will be the Luxury Appeal Club.

The accumulated value of products and services on show at the event will be worth Bt1.5 billion, said Sermkhun Kunawong, CEO of CM Organiser. Sermkhun oversees the newly established CM Event brand, which was created four months ago to arrange its own events instead of outsourcing them others.

He said the event was not focused on the number of visitors, but rather on the spending on products and services it would induce.

The Glitz is the second luxury trade exhibition to be staged in Thailand. The first event - Millionaire Expo - was arranged by Eurasia Entertainment last month.

Chadatip said this type of event did not often occur in Asia, although similar shows could be found in Japan and Europe.

Nitida Asawanipont

 The Nation