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from east to west
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Discussion Starter · #1 · (Edited)
FACT SHEET PROGRAM: Mixed-use retail, entertainment, and hotel complex
CLIENT: Central Retail Corporation LTD
ARCHITECT: Amanda Levete Architects
DIRECTOR: Amanda Levete
PROJECT TEAM: Peter Feldmann, Alice Dietsch, Tanya Rainsley, Chris Geneste, Jakob Pryzblo, Cyril Manyara, Claudia White, Alex Bulygin,
Joy Natapa Sriyuksiri, Naoki Kotaka
CONSULTANTS: Executive Architect : Pi Design [Bangkok] Landscape Architect: GrossMax Structural
Engineers: Scott Wilson [Bangkok] Service
Engineers: MITR [Bangkok] Building Physics: Scott Wilson Quantity Surveyor: Davis Langdon Seah [Bangkok] Lighting: Isometrix Environmental:
Graphic Thought Facility
AREA: 145,000 m2
TOTAL 35,000 m2 Hotel 70,000 m2 Retail & Entertainment 40,000 m2 Parking Start on site 2010 Completion 2013

Contractor Appointment Signing Ceremony for Central Embassy Project

Mr.Chart Chirathivat
– Managing Director, Central Embassy and Mr.Premchai Karnasuta – President, Italian-Thai Development Public Company Limited recently signed up an agreement to appoint Italian-Thai Development Plc. as a contractor for Central Embassy project – the premium shopping complex and hotel where will be a new iconic landmark “Bangkok’s Global Core”. Central Embassy is a 37-floor complex comprising an 8-story retail and lifestyle podium and a 30-floor luxury hotel tower sprawling over a total area of 144,000 sq.m., With the 70,000 sq.m. retail space, it consists of a comprehensive mix of internationally-renowned luxury and local contemporary fashion brands; high-end, cutting-edge consumer products, a full-service spa, a concept book store, a range of dining options as well as a tree-shaded dining terrace and Thailand’s first ultra-premium entertainment complex. Central Embassy opens its door in 2013.


from east to west
2,069 Posts
Discussion Starter · #2 ·

posted by Chad

posted by Jarkje

Central Embassy, located on Bangkok’s primary commercial artery Ploen Chit Road, will be a new architectural
landmark for the city and region. The 1.5m sq ft project will occupy the former gardens of the British
Embassy in Nai Lert Park, and will consist of a 7-storey retail podium and a 30-storey 6-star hotel tower.

The design merges the distinct features of a podium and tower into a sinuous and continuously twisting coil.
The form wraps around two vertical light wells in the retail podium and at the same time encloses
and exposes a series of exterior courtyards and roof gardens for the hotel.
Internal spaces break apart to reveal stepped terraces and vertical gardens.
Drawing on motifs and patterns found in traditional Thai architecture, the facade of the building is
composed of a dynamic and fluid three-dimensional array of ceramic tiles.
Changes in gradient, rotation and spacing break the long spans of continuous frontage into a rich

On regarding the facade, this design element will draw attention to the building’s coiling form and give varied
impressions of the depth, shape and colour of its skin with each step taken.
Conceived with the intention of reinterpreting Thai heritage and culture in a modern context,
the project is a unique opportunity to merge traditional craftsmanship with contemporary digital
design to produce a stunning, iconic landmark for the city of Bangkok.

DESIGN CONCEPT The advent of digital technologies in the design world as both a design and
fabrication tool has given us great liberties in form-making.
This newfound freedom comes with great responsibility,
as the seductive quality of empty form will never replace the integrity and ingenuity of
a carefully developed concept. Recent advances in parametric modelling and digital fabrication
have enabled us to articulate concepts with greater dexterity and increased accuracy
by giving us the ability to test, manipulate, and refine ideas through an iterative process of
“digital craftsmanship`.

This technology has opened the door to challenge conventional notions of space and to explore form
in unique and dynamic ways. As a means of addressing the inherent nature of the construction climate of Thailand,
the project attempts to capitalize on the surplus of manual labour available and
simultaneously reduce the premium of construction technology required for the assembly of the building.
This is an inclusive architecture that integrates tradition and modernity, digital technology and craftsmanship.
By embracing advanced technology and concepts as well as acknowledging local heritage and culture,
Central Embassy is an articulation of the search for a perceptive and holistic contemporary architectural language.

It is a design that is demonstrative of its time but rooted in Thai culture and heritage.
Conventional solutions for mixed-use urban developments have resulted in a very familiar typology of the podium
and plinth configuration. This project attempts to break away from that convention by merging the two distinctly
separate programs with a looping form.
Expressed as a series of ribbons which wrap the retail plinth, they rise from podium to tower in a single twisting movement.
This device gives distinction to the public and private aspects of the hotel and provides lateral stability to the structure of the tower.
The introverted nature of large-scale retail developments dictates that large expanses of exterior façade are opaque and inward facing.
These continuous runs of blank wall are taken as an opportunity to provoke visual interaction with the façade through the
application of an innovative and bespoke ceramic tile façade system.
The intentions of this façade are to create a fluid and highly intricate pattern which will engage viewers and
lead their eyes along the wrapping ribbons of the building mass.
The resulting dynamic moiré pattern of the tiles produces a stunning visual effect which changes with each step.
The internal retail spaces are defined by a series of pedestrian canyons which are carved from the interior.
As the walls of the canyon pull apart, the floor slabs are articulated as an elastic network of trajectories and
perforations linking shopping destinations, sight lines, and natural light in a non-linear experience.

from east to west
2,069 Posts
Discussion Starter · #4 ·
First Park Hyatt for Thailand on the cards

Published: 18/02/2012 at 04:14 AM

Hyatt Hotels Corporation is positioning its future Park Hyatt Bangkok to be one of the top hotels in the capital and serve as a landmark for high-end foreign travellers.

An artist’s rendition of the new Hyatt Park. Rates will be above average for a five-star facility.

It is marked for a 2014 opening in Central Embassy, a mixed-used commercial development being built by Central Retail Corporation on Wireless Road close to Central Chidlom.

It will be the first hotel under the Park Hyatt brand in Thailand and the second in Asia Pacific as well as the third hotel under Hyatt management in this country.

Guest rooms in the 5-billion-baht hotel will be about 50 square metres in size. Room rates will surpass US$300 a night.

Rates will be higher than the average for five-star hotels in Bangkok, which now stands at $90-100 a night, said Larry M.K. Tchou, managing director of Hyatt International Asia Pacific.

"There is fierce competition, but the prime location among embassies and commercial areas will make it competitive with other hotels," he said.

The Asian market is the main focus of Hyatt Hotels Corporation, followed by the US and Europe.

"China will be an important market to boost our business," said Mr Tchou.

He said Japan is not the only high-end market in the region any more. China and South Korea have fast-growing economies, and their people, particularly the wealthy ones, have money to spend.

The company projects average occupancy in the new hotel will rise to 70% in its second year of operation.

Negotiations are being held with a property developer to open a second Park Hyatt in Thailand, in Phuket. An agreement is expected this year.

"Thailand is a paradise for tourists due to the friendliness of the people, the good weather and the shopping. Hotel prices are very competitive, so there's no reason not come to Thailand," said Zulki Othman, the area director for sales and marketing in Southeast Asia for Hyatt Hotels & Resorts.

The hotel plans to maintain room rates no lower than those at the St. Regis Bangkok and the Mandarin Oriental Hotel Bangkok.

"We won't play with pricing," said Mr Othman.

"If you look at the research, you will find that average room rates in Bangkok are very low compared with rates in other markets in this region. That's due to hoteliers fighting with each other to cut prices. It is a price war and doesn't benefit anybody in the industry."

The mix of customers at the Grand Hyatt Erawan is different from the mix expected at the Park Hyatt Bangkok.

Corporate customers account for about half the business at the Grand Hyatt, meeting and incentive customers 25% and leisure customers 25%.

At the Park Hyatt, corporate customers will make up 60% of the total, meeting and incentive customers 10% and leisure customers 30%.

image hosted on flickr

image hosted on flickr

posted by Chad

posted by Chad

Update 24 may

Update 16-07

posted by Oasis-Bangkok

6,771 Posts
Central Embassy says 90% of retail space to be leased by year-end

THE NATION November 13, 2012 1:00 am

Luxury shopping complex Central Embassy, which is scheduled to open in December 2013, yesterday announced that more than 90 per cent of its retail space would be leased by the end of this year.

About 30 per cent of 150 retail tenants occupying the 41,000-square-metre leasable area will be international fashion brands, some of which will be opening their first stores in Thailand.

Costing about Bt10 billion, Central Embassy will cover 140,000sqm in total, of which 70,000sqm is gross retail area. A 222-room hotel at the complex will open in September 2014. The complex is at the intersection of Ploenchit and Wireless roads, one of the most prominent locations in Bangkok.

"We have finished construction of the building foundation, while the basement is almost completed. The construction and opening of Central Embassy will be on schedule," said managing director Chart Chirathivat.

Central Embassy recently held a tenant meeting to provide updates on the construction and unveil the layout and design requirements of retail space. The event was attended by the senior management teams and designers of international brands including Chanel, Gucci, Prada, Ralph Lauren, Bottega Veneta, Saint Laurent, Mulberry, Balenciaga, Paul Smith, Patek Philippe, Hublot, Versace, John Varvatos, Roberto Cavalli and Cloud 9.

"We are quite selective about branded tenants opening their shops in our complex. However, we have reserved about 10 per cent of our retail space for brands aiming to open their first signature stores in Thailand at our mall," Chart said.

For example, fashion brand Zara will open a 2,350sqm store at Central Embassy., which would be its top?? 50th global store both in design and merchandising.

Chart said Thailand had been moving gradually from "traditional" to "future luxury".

"New consumers will be individual [in taste] and their concepts of luxury quite different. In their point of view, luxury is not just about expensive items. It is about price-worthiness and the experience they have had with the brand," Chart said.

He said Thailand was trending towards being one of the world's leading luxury destinations, according to a report by consultancy The Ledbury Group.
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