Faces on the wall

BANGKOK’S new Em District, comprising the revamped Emporium, the newly opened EmQuartier, and the soon-to-come EmSphere, wants to know how you feel. In fact, the District is so keen on finding out that it’s just invested Bt150 million in a storytelling experience through 3D mapping that will project peoples’ stories on a 4,500-square-metre space on the facades of both shopping malls.
Winai Chairakpong, a consultant to The Mall Group, which operates the Em District, explains that the aim is to find out consumers’ points of view and experiences by engaging residents and workers in the Sukhumvit area to share their stories and feelings in a shoot-and-share show on Instagram. There are three hash tags that can be used: #Ifeel…, #wheneveryoufeel hashtag and @TheEmDistrictPeople. After posting their pictures, posters can then select the ones they’d like projected at The Em District (BTS Promphong station)
“This project, initiated by Busarakum Chansue, senior vice president, is about district people. We have designed permanent mapping using advanced techniques from Singapore and Canada. The pictures can be selfies, instagram shots or even taken at a photo booth. The overall experience of shopping mall is no longer just inside the mall anymore but is part of the city, of the district. Get off the Skytrain and you can already feel the fun and creative ambience. If you are not too busy, you can stop at the station and simply enjoy,” says group executive Bussarakham …Salawit Suviporn, assistant general manager for marketing, adds that there will also be surprises from celebrities and leading Thai photographers each Saturday until July 18.
Prinn “Mark” Suparat was taking pictures with his fan club last week and was later joined by Peter Crop Dyrendal. Tada Varich, fashion photographer of Vogue Thailand, took his turn the following day.
“The idea is about capturing the moment but history is made when the pictures are projected on the building. Show time is 7.15pm and you can hear the screams of delight. Then you hear the whispers of viewers and passers asking how they can do the same. This is really great. It’s not about marketing but just invites shoppers to be part of the landmark with us,” Salawit says.
Professional photographers Kachen Wonglaemtong from Chamni’s Studio photographer will be on hand today while Nat Prakobsantisuk, who is known for his portrait shots, will be there on July 11. Kit Kanachai Bencha-rongkul takes his turn on July 18. The celebrity photographers can be found at the Pop-Up-Studio, G floor, The Glass Quartier at EmQuartier between 3 and 6pm.
Customers can share their stories through July 19.