OR invested 300 million baht to create a grand phenomenon by officially launching the world’s first “Café Amazon Experience Flagship Store Ari.” The flagship store is the first of its kind worldwide.
On 30 May, reporters reported that Café Amazon created a grand phenomenon by officially opening the world’s first “Café Amazon Experience Flagship Store Ari” in the Ari neighborhood of Bangkok. The ceremony was presided over by Mr. Somchai Lertsutiwong, Chairman of PTT Oil and Retail Business Public Company Limited (OR), along with Mom Luang Piktong Thongyai, CEO, and other executives.
The launch event was held under the creative concept "The Echo of Experience: Resonating a Global Experience," elevating the Thai coffee brand from a roadside coffee shop to a new destination offering a unique experience that perfectly blends taste, quality, design, and the lifestyle of modern consumers.
Transforming a six-story building into contemporary architecture in the Ari area, the new Café Amazon Experience is designed to be more than an ordinary coffee shop. The building features contemporary architecture that harmoniously integrates the brand’s identity with the spirit of the Ari neighborhood. Each of the six floors is allocated distinct zones with unique functions to accommodate diverse lifestyles throughout the day, whether for meetings, relaxation, conversation, or enjoying beverages. All elements create a Consumer Journey from the first step inside, delivering a complete Immersive Experience that engages all five senses (sight, taste, smell, sound, touch).
A key highlight of the official launch was the setup of four Specialty Bars showcasing expert crafting of unique menus for guests to sample: Coffee Bar reflects depth and expertise, featuring the legendary Panama Geisha coffee from Hacienda La Esmeralda farm, which holds the record for the highest auction price worldwide at the Best of Panama 2025 event, with only 999 cups available; Matcha Bar offers a delicate, contemporary Japanese-style experience; Chocolate Bar presents rich yet smooth flavors; and Bakery Bar serves canapé-style menu items allowing guests to taste signature dishes.
Reporters added that the official launch celebration was attended by leading actors including Top Tossapol Maisuk, Krating Khunnarong, Prathet Rat Yogurt, Natthachach Boonprachom, Punpun Sutatta Udomsilp, Beer Piyalert Baiyok, First Kanpan Putrakul, and Khaotung Thanawat Rattanakitpaisan. Honored guests were captivated by the special opening show “The Harmony Echo Experience,” a performance combining visual mapping on the building with live music using instruments that represented each bar’s character perfectly: saxophone for Coffee Bar, shamisen for Matcha Bar, cello for Chocolate Bar, and violin for Bakery Bar. The show concluded with a fashion walk presenting the Signature Menu by representatives from each bar, alongside executives, artists, and famous actors.
Additionally, there was a mini-concert by Ink Waruntorn Paonil, the brand’s presenter, who performed special songs, concluding the evening perfectly. The night ended with an After Party at Brewave on the 6th floor, enhancing the event’s atmosphere and experience.
Mom Luang Piktong told Thairath Online that the world’s first “Café Amazon Experience Flagship Store Ari” is located along inbound Phahonyothin Road near BTS Ari station. With a total investment of about 300 million baht, it aims to create an experience for customers and strengthen the brand to compete with global coffee brands, alongside driving sales. Regarding plans to open additional Café Amazon Experience Flagship Store branches, he said they want to deliver a great experience at this first branch for now. Going forward, they will collaborate with well-known partners from various businesses to hold activities at the "Café Amazon Experience Flagship Store Ari."