SookSiam serves Thai heritage
Iconsiam Co, developer of the eponymous luxury shopping and housing complex on the banks of the Chao Phraya River, plans to introduce its new anchor project this October.
Director Chadatip Chutrakul announced a 700-million-baht attraction named SookSiam yesterday under the banner of a retail concept dubbed “co-creation”.
The company has dedicated almost the entire 15,000 square metres of the ground floor of Iconsiam for SookSiam.
It will offer top-quality products, services and artistic creations from Thailand’s 77 provinces in a single destination via a dramatic “co-creation format” that is immersive, emotional and entertaining, the company said.
Iconsiam will also present the cultural heritage of the four main geographic regions of Thailand, capturing their arts, handicrafts, performing arts, and local wisdom, it said.
Within SookSiam are outlets of varying types that are built in the style of their respective regions, and which offer regional specialities like handicrafts, foods, beverages and services, said the company.
“We’ve layered on top of this a completely new, emotional dimension by letting visitors experience the stories behind everything they see, and we let them know about the people involved with each place, products, and service at SookSiam,” said Mrs Chadatip.
“It makes the offerings at SookSiam exciting and meaningful, and the destination much more engaging because of the deeper knowledge that visitors have about all that is around them.
“What makes SookSiam truly unique is its authenticity. SookSiam is like a window into every province and corner of the country.
“People can see, feel and experience the true heart and soul of each locality. The outlets at SookSiam are real stores that all have real counterparts in towns and villages around Thailand and which have been transposed into SookSiam.
“They are small mom-and-pop operations that are famous in their localities and operated by several generations of the same family, but which have never had a chance to present themselves to a wider national or global audience.”
SookSiam is being produced and curated by Luckana Naviroj, former executive at The Mall Group.
She has been behind the success of the Mall Group’s Gourmet Market stores.
Mrs Luckana is also known for her expertise in sourcing authentic products and foodstuffs from around the country.
She said she is also helping to preserve Thailand’s cultural heritage and a rapidly disappearing Thai way of life.
“SookSiam offers a platform that will help the next generation turn their legacies into bigger enterprises,” said Mrs Luckana.
“Without an opportunity to expand their businesses and become part of a greater commercial ecosystem, or for artists and artisans to attract more sponsors, the next generation will abandon their occupations and turn to new employment leading to the loss forever of our cultural heritage and the way of life that has defined what it means to be Thai.”