Information about the Company & Brand
The Mall Group was founded in 1979 by Thai retail pioneer Mr. Supachai Umpujh who opened the country’s first all-in-one retail and entertainment complex in the Ratchadamri district of Bangkok.
Over four decades, the group has grown to become one of Thailand’s leading retail mall operators and now encompasses nine shopping malls with six distinct brand identities and two online platforms. The group owns and manages over 3,000,000 sqm of retail space. Two new malls are presently under construction, including the biggest mall in South East Asia.
Brand Elements
Six of the group’s malls operate under The Mall brand, a long-established and iconic name familiar to generations of Thais. In recent years, the brand has faced increased competition from traditional competitors, innovative newcomers, and the fast-growing trend for online shopping. In 2018, it decided to reimagine and reinvent The Mall brand for a new generation of Thai shoppers with new attitudes and new expectations. Thus, The Mall Lifestore concept was born.
The Mall Lifestore is a store in which life can be lived to the full. It is a fun, vibrant physical space where shopping, entertainment, dining, services, and events are presented in new and captivating ways. For the first time in Thailand, the barriers between department stores and shopping centers were removed to create a free-flow shopping experience across 290,000 sqm of floor area, which is a totally novel concept for the Thai retail industry. In 2020, The Mall Ngamwongwan, one of the group’s heritage malls, reopened as the new Mall Lifestore Ngamwongwan.
The Mall Group was founded in 1979 by Thai retail pioneer Mr. Supachai Umpujh who opened the country’s first all-in-one retail and entertainment complex in the Ratchadamri district of Bangkok.
Over four decades, the group has grown to become one of Thailand’s leading retail mall operators and now encompasses nine shopping malls with six distinct brand identities and two online platforms. The group owns and manages over 3,000,000 sqm of retail space. Two new malls are presently under construction, including the biggest mall in South East Asia.
Brand Elements
Six of the group’s malls operate under The Mall brand, a long-established and iconic name familiar to generations of Thais. In recent years, the brand has faced increased competition from traditional competitors, innovative newcomers, and the fast-growing trend for online shopping. In 2018, it decided to reimagine and reinvent The Mall brand for a new generation of Thai shoppers with new attitudes and new expectations. Thus, The Mall Lifestore concept was born.
The Mall Lifestore is a store in which life can be lived to the full. It is a fun, vibrant physical space where shopping, entertainment, dining, services, and events are presented in new and captivating ways. For the first time in Thailand, the barriers between department stores and shopping centers were removed to create a free-flow shopping experience across 290,000 sqm of floor area, which is a totally novel concept for the Thai retail industry. In 2020, The Mall Ngamwongwan, one of the group’s heritage malls, reopened as the new Mall Lifestore Ngamwongwan.
A Happy Place to Live Life
Brand Elements
The Mall Lifestore is positioned as a true community mall where all age groups can enjoy a complete day out. It is a place where people can shop, eat, play, learn, and where the whole family feels at home. The target audience for brand communications has been middle to upper-income families living within ten kilometers of the mall and students studying at the nearby Kaset University and other universities or schools in the vicinity.
Inspiring Identity
From the start, the involvement of the surrounding local community has been an important part of The Mall Lifestore brand project. The community was invited to be part of the store design. Wall decorations by local and autistic children, as well as flower decoration and art projects, have been woven into the design, adding a unique local flavor.
Nature and green living are at the heart of the project with a natural feel integrated into 30% of the total area. The Group has incorporated the most advanced technology throughout the building to ensure that it minimizes energy usage and recycle all wastewater, which reduced its CO₂ emissions by 533 tons per annum.
The main challenge was how to create a separate identity for the Lifestore and differentiate it from the typical Thai mall. It was the first time in Thailand that a seamless shopping experience had been created in a mall environment, and the Group was faced with the challenge of having to introduce this new concept without confusing the customer. The Group had to find and select events that matched the new positioning. Everything from contemporary fashion shows to community events for the elderly to kids’ activities had to reflect the new Lifestore positioning. In addition, separate communications were run for the store and mall, each having its own communication channels to reach target audiences.
Achievements & Impact
The Mall Lifestore Ngamwongwan has been a great success both in terms of design, functionality, and customer traffic. Despite two years of Covid-19 restrictions on retail businesses in Thailand, sales have gone up by 30%, making it the only store in the group to record a rise in sales during the pandemic period. Tenants have also reported better-than-expected results over this period.
Customer interviews have revealed that customers like the look and feel of the new store, enjoy the variety of entertainment and dining options, and appreciate the new services provided. There has also been a positive impact on the local area, and it has received a lot of praise on social media and in the press.
Future Direction
Feedback on the design of The Mall Lifestore Ngamwongwan has been overwhelmingly positive and, in addition, the management and staff now have a much more positive outlook for the future of these iconic bricks & mortar stores. Following this success, the Group will roll the concept out across The Mall brand selective properties in Thailand, and it is confident that, even as the competition grows, the Group can continue to offer consumers compelling reasons to visit its malls.
The Mall Lifestore is positioned as a true community mall where all age groups can enjoy a complete day out. It is a place where people can shop, eat, play, learn, and where the whole family feels at home. The target audience for brand communications has been middle to upper-income families living within ten kilometers of the mall and students studying at the nearby Kaset University and other universities or schools in the vicinity.
Inspiring Identity
From the start, the involvement of the surrounding local community has been an important part of The Mall Lifestore brand project. The community was invited to be part of the store design. Wall decorations by local and autistic children, as well as flower decoration and art projects, have been woven into the design, adding a unique local flavor.
Nature and green living are at the heart of the project with a natural feel integrated into 30% of the total area. The Group has incorporated the most advanced technology throughout the building to ensure that it minimizes energy usage and recycle all wastewater, which reduced its CO₂ emissions by 533 tons per annum.
The main challenge was how to create a separate identity for the Lifestore and differentiate it from the typical Thai mall. It was the first time in Thailand that a seamless shopping experience had been created in a mall environment, and the Group was faced with the challenge of having to introduce this new concept without confusing the customer. The Group had to find and select events that matched the new positioning. Everything from contemporary fashion shows to community events for the elderly to kids’ activities had to reflect the new Lifestore positioning. In addition, separate communications were run for the store and mall, each having its own communication channels to reach target audiences.
Achievements & Impact
The Mall Lifestore Ngamwongwan has been a great success both in terms of design, functionality, and customer traffic. Despite two years of Covid-19 restrictions on retail businesses in Thailand, sales have gone up by 30%, making it the only store in the group to record a rise in sales during the pandemic period. Tenants have also reported better-than-expected results over this period.
Customer interviews have revealed that customers like the look and feel of the new store, enjoy the variety of entertainment and dining options, and appreciate the new services provided. There has also been a positive impact on the local area, and it has received a lot of praise on social media and in the press.
Future Direction
Feedback on the design of The Mall Lifestore Ngamwongwan has been overwhelmingly positive and, in addition, the management and staff now have a much more positive outlook for the future of these iconic bricks & mortar stores. Following this success, the Group will roll the concept out across The Mall brand selective properties in Thailand, and it is confident that, even as the competition grows, the Group can continue to offer consumers compelling reasons to visit its malls.
INSPIRATIONAL BRAND CATEGORY
The Mall Lifestore by The Mall Group
Information about the Company & Brand
The Mall Group was founded in 1979 by Thai retail pioneer Mr. Supachai Umpujh who opened the country’s first all-in-one retail and entertainment complex in the Ratchadamri district of Bangkok.
Over four decades, the group has grown to become one of Thailand’s leading retail mall operators and now encompasses nine shopping malls with six distinct brand identities and two online platforms. The group owns and manages over 3,000,000 sqm of retail space. Two new malls are presently under construction, including the biggest mall in South East Asia.
Brand Elements
Six of the group’s malls operate under The Mall brand, a long-established and iconic name familiar to generations of Thais. In recent years, the brand has faced increased competition from traditional competitors, innovative newcomers, and the fast-growing trend for online shopping. In 2018, it decided to reimagine and reinvent The Mall brand for a new generation of Thai shoppers with new attitudes and new expectations. Thus, The Mall Lifestore concept was born.
The Mall Lifestore is a store in which life can be lived to the full. It is a fun, vibrant physical space where shopping, entertainment, dining, services, and events are presented in new and captivating ways. For the first time in Thailand, the barriers between department stores and shopping centers were removed to create a free-flow shopping experience across 290,000 sqm of floor area, which is a totally novel concept for the Thai retail industry. In 2020, The Mall Ngamwongwan, one of the group’s heritage malls, reopened as the new Mall Lifestore Ngamwongwan.
The Mall Group was founded in 1979 by Thai retail pioneer Mr. Supachai Umpujh who opened the country’s first all-in-one retail and entertainment complex in the Ratchadamri district of Bangkok.
Over four decades, the group has grown to become one of Thailand’s leading retail mall operators and now encompasses nine shopping malls with six distinct brand identities and two online platforms. The group owns and manages over 3,000,000 sqm of retail space. Two new malls are presently under construction, including the biggest mall in South East Asia.
Brand Elements
Six of the group’s malls operate under The Mall brand, a long-established and iconic name familiar to generations of Thais. In recent years, the brand has faced increased competition from traditional competitors, innovative newcomers, and the fast-growing trend for online shopping. In 2018, it decided to reimagine and reinvent The Mall brand for a new generation of Thai shoppers with new attitudes and new expectations. Thus, The Mall Lifestore concept was born.
The Mall Lifestore is a store in which life can be lived to the full. It is a fun, vibrant physical space where shopping, entertainment, dining, services, and events are presented in new and captivating ways. For the first time in Thailand, the barriers between department stores and shopping centers were removed to create a free-flow shopping experience across 290,000 sqm of floor area, which is a totally novel concept for the Thai retail industry. In 2020, The Mall Ngamwongwan, one of the group’s heritage malls, reopened as the new Mall Lifestore Ngamwongwan.
A Happy Place to Live Life
Brand Elements
The Mall Lifestore is positioned as a true community mall where all age groups can enjoy a complete day out. It is a place where people can shop, eat, play, learn, and where the whole family feels at home. The target audience for brand communications has been middle to upper-income families living within ten kilometers of the mall and students studying at the nearby Kaset University and other universities or schools in the vicinity.
Inspiring Identity
From the start, the involvement of the surrounding local community has been an important part of The Mall Lifestore brand project. The community was invited to be part of the store design. Wall decorations by local and autistic children, as well as flower decoration and art projects, have been woven into the design, adding a unique local flavor.
Nature and green living are at the heart of the project with a natural feel integrated into 30% of the total area. The Group has incorporated the most advanced technology throughout the building to ensure that it minimizes energy usage and recycle all wastewater, which reduced its CO₂ emissions by 533 tons per annum.
The main challenge was how to create a separate identity for the Lifestore and differentiate it from the typical Thai mall. It was the first time in Thailand that a seamless shopping experience had been created in a mall environment, and the Group was faced with the challenge of having to introduce this new concept without confusing the customer. The Group had to find and select events that matched the new positioning. Everything from contemporary fashion shows to community events for the elderly to kids’ activities had to reflect the new Lifestore positioning. In addition, separate communications were run for the store and mall, each having its own communication channels to reach target audiences.
Achievements & Impact
The Mall Lifestore Ngamwongwan has been a great success both in terms of design, functionality, and customer traffic. Despite two years of Covid-19 restrictions on retail businesses in Thailand, sales have gone up by 30%, making it the only store in the group to record a rise in sales during the pandemic period. Tenants have also reported better-than-expected results over this period.
Customer interviews have revealed that customers like the look and feel of the new store, enjoy the variety of entertainment and dining options, and appreciate the new services provided. There has also been a positive impact on the local area, and it has received a lot of praise on social media and in the press.
Future Direction
Feedback on the design of The Mall Lifestore Ngamwongwan has been overwhelmingly positive and, in addition, the management and staff now have a much more positive outlook for the future of these iconic bricks & mortar stores. Following this success, the Group will roll the concept out across The Mall brand selective properties in Thailand, and it is confident that, even as the competition grows, the Group can continue to offer consumers compelling reasons to visit its malls.
The Mall Lifestore is positioned as a true community mall where all age groups can enjoy a complete day out. It is a place where people can shop, eat, play, learn, and where the whole family feels at home. The target audience for brand communications has been middle to upper-income families living within ten kilometers of the mall and students studying at the nearby Kaset University and other universities or schools in the vicinity.
Inspiring Identity
From the start, the involvement of the surrounding local community has been an important part of The Mall Lifestore brand project. The community was invited to be part of the store design. Wall decorations by local and autistic children, as well as flower decoration and art projects, have been woven into the design, adding a unique local flavor.
Nature and green living are at the heart of the project with a natural feel integrated into 30% of the total area. The Group has incorporated the most advanced technology throughout the building to ensure that it minimizes energy usage and recycle all wastewater, which reduced its CO₂ emissions by 533 tons per annum.
The main challenge was how to create a separate identity for the Lifestore and differentiate it from the typical Thai mall. It was the first time in Thailand that a seamless shopping experience had been created in a mall environment, and the Group was faced with the challenge of having to introduce this new concept without confusing the customer. The Group had to find and select events that matched the new positioning. Everything from contemporary fashion shows to community events for the elderly to kids’ activities had to reflect the new Lifestore positioning. In addition, separate communications were run for the store and mall, each having its own communication channels to reach target audiences.
Achievements & Impact
The Mall Lifestore Ngamwongwan has been a great success both in terms of design, functionality, and customer traffic. Despite two years of Covid-19 restrictions on retail businesses in Thailand, sales have gone up by 30%, making it the only store in the group to record a rise in sales during the pandemic period. Tenants have also reported better-than-expected results over this period.
Customer interviews have revealed that customers like the look and feel of the new store, enjoy the variety of entertainment and dining options, and appreciate the new services provided. There has also been a positive impact on the local area, and it has received a lot of praise on social media and in the press.
Future Direction
Feedback on the design of The Mall Lifestore Ngamwongwan has been overwhelmingly positive and, in addition, the management and staff now have a much more positive outlook for the future of these iconic bricks & mortar stores. Following this success, the Group will roll the concept out across The Mall brand selective properties in Thailand, and it is confident that, even as the competition grows, the Group can continue to offer consumers compelling reasons to visit its malls.