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CentralFestival brand being revamped

Apr 29. 2014
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By The Nation

Central Pattana (CPN) has announced that the CentralFestival brand is undergoing a refresh with a view to creating new experiences in the retail industry.
The new CentralFestival will offer “special, unique characteristics and become a place where everybody comes to relax. Customers will have fun shopping, chilling out, eating and drinking, enjoying art or working out at CentralFestival, which is responding to a wider range of lifestyle needs”, the company said. 
CentralFestival East Ville, CPN’s 29th shopping centre in Thailand, is the first project under this concept. 
The “first full-scale lifestyle outdoor shopping centre in Thailand”, which is currently under development, is located in the eastern part of Bangkok, on Praditmanutham Road, near the Ekamai-Ram Indra Expressway. 
Senior executive vice president Wallaya Chirathivat said: “CPN has set its business development strategies and directions in a new dimension to differentiate ourselves from other players, and to strengthen our positioning as the regional leader in shopping mall development. 
“CPN is refreshing the CentralFestival brand, changing its image from a shopping mall in tourist destinations that reflects fun and a holiday spirit to a place where customers can relax by shopping, partying, eating and drinking, chilling out, and even enjoying art and working out. All in all, CentralFestival will respond to the lifestyle needs of city people as well as local people.”
CentralFestival East Ville, which is being developed at a cost of more than Bt6 billion, is sited on a 51-rai (8.1 hectares) plot of land. It will comprise a gross floor area of about 135,000 square metres. 
The shopping centre is in response to the expansion of the eastern part of Bangkok, now that the Ekamai and Sukhumvit areas are very crowded and cannot grow to support residents in Watcharapol and surrounding areas, she said. 
CPN anticipates high growth and expansion around CentralFestival East Ville because of the many new residential projects and leading educational institutions, and people living in these areas have middle-to-high incomes, she added. 
Furthermore, the Grey Line – a monorail route from Watcharapol to Rama IX – will run in front of the shopping centre, around Lat Phrao Soi 87, in the future, making travel to CentralFestival East Ville much more convenient. 
CentralFestival East Ville, with its new and unique characteristics, will also be bound to attract groups of customers with distinctive lifestyles, said the executive. 
CPN designed the project in accordance with LEED (Leadership in Energy and Environmental Design) standards, inspired by the East Village in Manhattan, New York City, where there are sophisticated bars, bookstores, cafes, clubs and modern galleries that attract people of all ages and genders, said Wallaya. 
The project is also being developed under the concept of “The New Nature Experience of Bangkok”, in that the shopping centre is an outdoor premises, combining nature and a modern atmosphere – with some parts decorated with tree houses. 
CPN aims to develop CentralFestival East Ville’s image as the place where people spend time when they are not at home or at work. 
Thailand’s leading department-store chain, Central Department Store, will be a major magnet of CentralFestival East Ville, while international and other popular brands will also be available via other outlets.
CentralFestival East Ville is expected to open in the fourth quarter of next year.

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