The emergence of a large shopping center in the city center amid fierce competition is not just about constructing an impressive building but presents a tough business challenge of how to "attract people to come" and "win their loyalty to return" successfully?
Over the past year, Central Park, managed by Central Pattana Public Company Limited, strategically located at the corner of Rama IV Road and Silom Road (Sala Daeng/Silom intersection) directly opposite Lumphini Park, has proven this challenge with a remarkable leap, recording 25 million user visits. Notably, foreign tourists accounted for 10 million visits, elevating the mall to the top 3 highest-traffic shopping centers in Central Pattana's portfolio, drawing significant attention.
Analyzing the success from the perspective of Mr. Ayut Dechudom, Assistant Managing Director of Asset Management for CentralWorld and Central Park shopping centers, reveals that this success was not luck but the result of sharp, comprehensive business strategy planning. It began with the strategy of differentiation through freshness (Curated Newness), attracting over 250 global and Thai brands to launch First-in-Thailand and New Format stores. Examples include the viral debut of Thailand's first Blue Bottle Coffee branch and the decade-long renovation of ZARA's Duplex Concept Store, creating a powerful draw for consumers to experience in person.
This is combined with the strategy of connecting lifestyle and culture (People & Cultural Stage), transforming retail space into an experiential stage through the Neighborhood Soul concept. It integrates the DNA of the Silom-Rama IV area and Lumphini Park with art, music, and food. Additionally, the world-class design strategy (Design for Bangkok) collaborates with leading designers to create architecture and landscapes that harmonize with the urban context, forming a unique identity that reflects Bangkok's charm on a global scale.
Central Park's strength is further enhanced by the power of mixed-use synergy, where all components seamlessly support each other. This synergy has driven retail space occupancy rates to 98%, attracting daily traffic of 65,000–75,000 visits. Meanwhile, Central Park Offices have an occupancy rate exceeding 80%, housing leading global organizations such as Deutsche Bank, adidas, Bayer, and the Embassy of the Netherlands.
This aligns with the success of Dusit Thani Bangkok hotel, which has won awards and become a destination for international celebrities, as well as The Residences at Dusit Central Park project, which has achieved 96% sales.
Looking ahead, Central Park is making a significant move under the “What's Next” direction by elevating itself to a global destination through three major strategies:
1. Global Firsts Bringing in international experiences and exclusive collections, from First-in-Thailand launches, exclusive collections, and new concepts to ongoing new experiences and events.
2. Global Culture Opening spaces that connect Bangkok's arts and culture with world-class artists to create new cultural moments for the city.
3. Global Audience Expanding the market to attract high-quality tourists and raising awareness through global creators and partners, positioning Central Park as a must-visit global destination. The goal is to increase traffic by 10% to 30 million visits by 2027, supported by the opening of an underground connection directly from the MRT in the first half of 2027.
Central Park's business positioning is notably distinct from its senior counterpart, CentralWorld, which positions itself as the largest Home of Flagships in the region. Central Park is positioned as a “Destination of Experience & Modern Lifestyle,” targeting young urbanites with unique lifestyles. It focuses on attracting affluent tourists and valuing design and culture to ensure sustainable growth amid global economic volatility.
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