2PROJECT SUMMARY Project Name : Terminal 21 Owner : Land & Houses Public Co.,Ltd.Location : Asok - Sukhumvit intersectionBuilding : Complex - 9 Floor: Service Apartment - 20 FloorArea : 145,000 Square meters: 40,000 Square meters (Retail area)Store : More than 600 storesParking : 1,100 CarsInvestment : 6,000 MB
3POSITIONINGWhole new experience of shopping with Market Street Style for urbanistas.USP :unique decoration of destinations from around the world such as Rome, Paris, Tokyo, London, Istanbul, San Francisco and Hollywood into one fully-furbished department store.A perfect combination of fashion, food, and film, with more than 600 shops.Fancy the 36 meter long escalator that connects together all the continents in the world.Easily reached by both BTS and MRT train service.
5PRODUCT Shopping Complex Service Apartment Merchandising- Mix Service Convenience
6Concept&DesignThe first “airport styled” shopping mall in the heart of Bangkok defines a new style of retailing for Thailand’s capital city.The mall interior is themed as an international terminal, transporting shoppers to different fashion streets of the world. Arrival at each themed floor brings the shoppers to a different city. Whether it’s Rome, Paris, Tokyo, London, Istanbul, San Francisco or Hollywood, a unique shopping experience and retail mix is found on each level.Retail Planning & Interior Design: RDG Planning & Design
8LG CARIBBEAN SUPERMARKET / TAKE HOME / CONVENIENCE & SERVICE FLOOR Gourmet Market, a spacious supermarket inspired by a Caribbean theme offering premium products from around the world to accommodate your international tastes, with additional service for your convenience such as banking service, book stores, restaurants and convenient shops.
9G ROME FASHION BRAND NAMES FLOOR Step into the shopping heaven of Rome, where products from your favorite brands are on display amid beautiful architectural works, marble statues and well-know paintings.
10M PARIS FASHION BRAND NAMES / THAI DESIGNER FLOOR Paris is the fashion capital every fashionista dreams of. Here you can stroll down Champs-Elysees Boulevard and shop at Parisian designer boutiques.
111 TOKYO LADIES BOUTIQUES FLOOR Experience a new shopping style by visiting the numerous urbanista trendy shops on Market Street which stock clothes and accessories, such as bags and shoes, from Tokyo.
122 LONDON MENS WEAR / T-SHIRT & JEANS, SPORT FLOOR Emerge yourself in the atmosphere of London’s Oxford Street with decorations that include iconic red phone booths, adobe walls, double-decker busses and a Union Jack flag.
133 ISTANBUL SHOES & BAG, ACCESSORIES & JEWLERY, GIFT & DECOR FLOOR East meets West at Market Street from Istanbul that provides a wide range of unique handmade products such as leather goods shoes and accessories, decorative items at reasonable prices.
144 SAN FRANCISCO FOODIE & BEVERAGE FLOOR Indulge your appetite with delicious meals from more than 50 restaurants and cafes under the romance of San Francisco’s China Town and catch a glimpse of the famous Golden Gate Bridge.
155 SAN FRANCISCO FOODIE & BEVERAGE, PIER 21 – FOOD TERMINAL FLOOR Treat yourself with international dishes or choose to dine simply at Pier 21, a multi-restaurant food court that offers dishes from renowned restaurants with an experience to ride on the romantic San Francisco tram.
166 HOLLYWOOD SF CINEMA CITY, FITNESS CENTER FLOOR Enjoy the excitement of Hollywood film world at Terminal 21. On offer are 8 cinemas equipped with massive screens from SF CINEMA CITY, a fitness centre and a full – service premium spa that puts you in bliss. Gets your cool self updated with IT products and gadgets.
23AmbienceTerminal 21 is Shopping complex Atrium Airport style, with unique structure and decoration.Combining unique destinations from around the world such as Rome, Paris, Tokyo, London, Istanbul, San Francisco and Hollywood.Make shoppers feel the “Experience Moment”.Music : different sound in each zoneFun to walk, shop & dine !!
27Sale Promotion Sales up to 50% 11 October – 15 November 2011 Fashion / Food / Banking / Beauty / Convenience Store
28Sale PromotionShoot and Share : First 500 people to win prizes by taking pictures, shopping of different zones within the Terminal 21, then post it on Facebook Terminal 21 and confirmed the prizes at the Counter.
34STRENGTHLocation :Easily accessed by Mass Transportation : platform links to the BTS and MRTstationsCustomer Trend :the place to meet the needs of customers who like to have new experienceDecoration :the theme concept and design are overwhelming, making Customers who walk into the Terminal 21 feeling “Wow Element” and FUN to walk with.Services :Very creative and shopper-friendly services : reception, restroom, directory, etc.
35WEAKNESS Merchandising : Strong concept of Market street, while very few of RENOWNED International and Thai brandsPromotional areas :Small and unattractive areas that make difficult to create high impact of strategic eventsNo outdoor areaParking fee :Expensive to the shoppers feeling
38Best Practice : Key learning Design & theme concept that create WOW elementAttraction spots for photo taking in every zoneShopper-friendly Services that in line with concept & positioningAccessibility is one of Key Major successesProfessional : completion for launchingTV used for launchingAll create “World of Mouth effect” !!!