Plearnary Mall to make shopping an amusement

The second generation of the Kovitchindachai family, who hold a major stake in property firm Prinsiri, has branched out to develop the Bt1-billion Plearnary Mall, scheduled to open on Bangkok’s Watcharapol Road next May.

Plearnary Mall Co managing director Patcharee Kovitchindachai said the project was initiated after positive feedback from Prinsiri’s housing developments covering about 100 rai (16 hectares) in the area. The company came to see this location as having perfect potential for development. It is accessible by several routes, and will be surrounded by about 20,000 residential units with 100,000 people. As there is no place in the area able to serve people’s needs fully, Plearnary Mall will fill this gap with a new “Amusement Experience Shopping Mall” concept on 19 rai at the beginning of Watcharapol Road.

With its good location and focus on consumers’ insights, plus inspiration from overseas tourist attractions including a teddy-bear museum, Plearnary Mall Watcharapol is being developed to combine the concepts of amusement park and shopping place, something new to the Thai market. 

The project is close to Prinsiri residential projects. About 30,000 people live within walking distance. Also there are about 20,000 residential units with easy access to the mall, and these house its main target customers.

The two-storey Plearnary Mall Watcharapol will have a 28,000-square-metre retail area. 

Patcharee said the first phase of the marketing strategy would involve online media and social networks such as Facebook and Instagram, as well as website banners. After the mall is officially launched, it will be promoted through mass media including television programmes on food and travel. Meanwhile, various activities will be held at the mall on a daily basis. 

With the project’s advantages in terms of location and unique concept, plus a large pool of consumers with high purchasing power, the company expects to serve about 8,000-10,000 visitors a day, while bringing in rental income of Bt300 million from tenants in its first year of operation, she said.