Siam Piwat introduces its Luxury Experience Creator Team, collectively curating and enhancing one of the world’s best luxury destinations


As the number one leader in Thailand’s luxury market, Siam Piwat, a leading real estate and retail developer, the owner and operator of Siam Paragon, Siam Center, and Siam Discovery, a joint venture partner of ICONSIAM, ICS, and Siam Premium Outlets Bangkok – the only luxury outlet mall in Thailand, is unveiling the secret behind its success in establishing its supremacy in the luxury market as well as in creating destinations that bring together one of the world’s most comprehensive arrays of luxury brands. In addition to record-high sales, Siam Piwat drew over 14 million Thai and international visitors in the first eight months of 2023, a 46% year-on-year increase, with an average daily spending of THB 8,500 per person, compared to the previous 5,500 baht per person per day.

Siam Piwat’s strategy for solidifying its position as the developer of Thailand’s number one luxury destination is creating an extraordinary shopping experience, especially by working with various luxury brands and empowering them to take full advantage of their brand image and deliver memorable customer experience. Thanks to this strategy, all luxury brands have been met with an overwhelming positive reception across all product types and seen an astounding sales growth of over 400%, which is among the highest growth rates in the world, enabling Siam Piwat to secure leadership in Thailand’s most affluent customer base. This success has led to the launch of LUXE Hall at Siam Paragon – a new space for luxury products that will expand the floorspace for luxury brands from approximately 10,000 square meters to 20,000 square meters. This zone will be home to 20 new stores for renowned luxury brands like Givenchy, Miu Miu, Roger Vivier, and Valentino, and luxury watch brands like Vacheron Constantin, Jaeger Le Coultre, IWC, Panerai, Piaget, Chopard, and Franck Muller, as well as the Italian luxury fashion brand like Loro Piana, which will launch its first boutique in Thailand at Siam Paragon.

At the same time, ICONSIAM is also expanding its luxury product zone to twice the original size to accommodate a parade of new luxury brands, which will come together to create iconic, one-of-a-kind experiences that cater to all lifestyles and the luxury living of the future.

The driving force that has played a pivotal role in propelling Siam Piwat to the forefront of the luxury market, developing its unique and distinct identity, and inspiring people worldwide is none other than its team, comprising seasoned veterans with exceptional expertise who excel in collaborating with premier partners both locally and globally to curate distinct products and deliver exclusive experiences before anyone.

At the heart of Siam Piwat is the Work as One corporate culture, which places emphasis on employee participation, as it holds the key to success in developing world-class destinations and delivering distinct experiences.

8 Luxury Experience Creators

Caroline Murphy, President Sales and Business Relations, To succeed in the luxury market, the key is the understanding of global trends, the needs of affluent consumers and the requirements of leading luxury brands in order to deliver distinct and exclusive experiences before anyone. Not only do we have a robust customer base who are extremely loyal to us but we also have trusted long-standing relationships with all leading luxury brands. They have full confidence in our ability to create World-class destinations providing every brand the platform achieve top sales at a regional, and even global level. ”

Tipanat Lenbury, Senior Executive Vice President, Sales and Business Relations Division, a seasoned executive with years of experience in the luxury industry, has recently joined Siam Piwat’s family to oversee relations with luxury customers and international fashion anchors.

It is an honor and a pleasure to be a part of Siam Piwat. I plan to leverage my in-depth knowledge and expertise to mobilize and empower our young generation of capable staff members to create and develop world-class properties.”

Drawing upon more than two decades of expertise in luxury market management and retail operations across both domestic and international markets, Tipanat is ready to contribute to the Siam Piwat Group's pursuit of excellence and uphold its leadership position in the luxury market.

Thanaporn Tantiyanon, Deputy Managing Director, Group Head - Siam Paragon Business Unit: It is necessary to adapt to changes in the behavior of both domestic and international consumers. There has been a shift in perspectives towards the word luxury,giving rise to the new luxury,which embraces individualistic preferences. Siam Piwat is a venue that creates a luxury experience for everyone, enabling them to experience the sense of luxury in a tangible way, as well as a platform where everyone can showcase and expand their experience and knowledge.”

Angkana Sriphanomthorn, Assistant Vice President Sales Department Siam Piwats leadership in the luxury market is built on the strategy to Co-create and Collaborate to Win with all our partners, which helps to strengthen our core business across all platforms. We are equipped to develop novel creations and co-develop an ecosystem with our partners to foster an even greater and more sustainable success and create a world without frontiers filled with opportunities across all dimensions.”

Narinthorn Naewsung, Marketing Director - Luxury Tenant, Siam Paragon Development Co., Ltd.The delivery of awe-inspiring and magnificent phenomena is key to destination development, be it in the form of world-class events or launches of exclusive limited edition collections not available anywhere else. Our venues have been trusted through the years to host global events of great magnitude in the world of luxury brands, and this year, we have already been selected by various world-renowned brands as their venue of choice to deliver a spectacular experience.”

Phataraporn Takdhada, Senior Sales Department ManagerLuxury products have continued to see exponential growth thanks to the novelty factor generated through, for instance, pop-up stores that offer limited collections, which create a sense of excitement and deliver experiences that exceed customer expectations.”

Chittinun Yotinnoratham, Senior Sales Department Manager, Siam Piwat Co., Ltd. We focus on delivering superior experiences to our customers. To this end, we pay meticulous attention to every detail with regard to the quality of serviceour staff delivers and seek to develop a level of personalisation that sets us apart from others, thus establishing our destinations as global landmarks and a source of inspiration for people across the globe.”

Armaj Sombunjaroen, Consultant Creative and Innovation "Siam Piwat must put itself at the forefront of the fast changing and perpetually evolving luxury landscape. Luxury businesses today have to provide many forms of indulgences for people of all ages and all walks of life. The luxury industry must also provide people with opportunities in life and promote a more sustainable world. This is a multi-faceted sustainable luxury for all that we are actively seeking to promote."