project name: terminal 21 owner: land & houses public co.,ltd. location : asok - sukhumvit...
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Project Name : Terminal 21
Owner : Land & Houses Public Co.,Ltd.
Location : Asok - Sukhumvit intersection
Building : Complex - 9 Floor
: Service Apartment - 20 Floor
Area : 145,000 Square meters
: 40,000 Square meters (Retail area)
Store : More than 600 stores
Parking : 1,100 Cars
Investment : 6,000 MB
PROJECT SUMMARY
POSITIONINGWhole 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.
TARGETUrbanista
White Collar
Teenager
Family
Expat
Tourist
PRODUCT
Shopping Complex
Service Apartment
Merchandising- Mix
Service Convenience
&• The 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
ConceptDesign
Merchandising Mix
LG
FLOO
R CARIBBEANSUPERMARKET / TAKE HOME / CONVENIENCE & SERVICE
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.
G
FLOO
R
FASHION BRAND NAMES
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.
ROME
M
FLOO
R PARISFASHION BRAND NAMES / THAI DESIGNER
Paris is the fashion capital every fashionista dreams of. Here you can stroll down Champs-Elysees Boulevard and shop at Parisian designer boutiques.
1
FLOO
R TOKYOLADIES BOUTIQUES
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.
2
FLOO
R LONDONMENS WEAR / T-SHIRT & JEANS, SPORT
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.
3
FLOO
R ISTANBULSHOES & BAG, ACCESSORIES & JEWLERY, GIFT & DECOR
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.
4
FLOO
R SAN FRANCISCOFOODIE & BEVERAGE
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.
5
FLOO
R SAN FRANCISCOFOODIE & BEVERAGE, PIER 21 – FOOD TERMINALTreat 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.
6
FLOO
R HOLLYWOODSF CINEMA CITY, FITNESS CENTER
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.
ServiceRestroom (Washlet) / Maid / Counter Information / Directory / Security / Parking
Floor Categories Shop Quantity %
LG (21)
Gourmet MarketSupermarket & Convenience Store BankingFoodie & Beverage Beauty & Salon
Anchor7761
03333286
G(20)
Fashion Ladies Fashion Men Fashion Unisex
91
10
455
50
M(45)
Thai Designer Fashion Ladies Fashion Unisex AccessoriesBeauty & Salon Foodie & Beverage
2727351
604
167
112
FLOOR
FLOORFloor Categories Shop Quantity %
1St(135)
Fashion Ladies LingerieEvening Dress Foodie & Beverage
1144
152
843
112
(136)2nd
Fashion Ladies Fashion MenT-Shirt & Jeans, Sport Foodie & Beverage
2144683
1632502
3rd(174)
Shoes & Bag Gift & Décor Accessories & Jewelry Beauty & Salon Foodie & Beverage
604256151
34243291
4th (24) Foodie & Beverage 24 1005th(17)
Pier 21Foodie & Beverage
Anchor17
0100
6th(53)
SF Cinema City Fitness First (Anchor) ---- April 2012Mobile & Gadget Foodie & Beverage Beauty & Salon
AnchorAnchor
4841
09082
CATEGORIESCategories Shop Quantity %
Fashion
Fashion Ladies (146)Fashion Men (45)Fashion Unisex (17)Thai Designer (27)Lingerie (4)Evening Dress (15)T-Shirt & Jeans, Sport (68)
322 51
Accessories Accessories & Jewelry (59)Shoes & Bag (60)
119 19
Dining Foodie & Beverage Pier 21 (Anchor)
58 9
Beauty & Salon 22 4
Convenience Store 7 1
Banking 7 1Gift & Décor 42 7
Mobile & Gadget 48 8
Supermarket Gourmet Market (Anchor)
Entertainment SF Cinema City (Anchor)Fitness First (Anchor) ---- April 2012
Convenience
ASOKE STATION
SUKHUMVIT STATION
Terminal 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 zone
Fun to walk, shop & dine !!
Ambience
IntegratedMarketing
Communication
Mkt budget : 50 MB
Advertising
Advertisi
ng
Advertisin
g
PrintNewspaper : Thairath / Post Today / Thaipost / Manager Weekly
Sale PromotionSales up to 50% 11 October – 15 November 2011Fashion / Food / Banking / Beauty / Convenience Store
Sale 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.
Concert on Opening Day: Oct. 11’11
CSRFlood donation
In Store MediaElectronic ISMLED Display Screen
Social NetworkWebsite (http://www.terminal21.co.th)YouTubeFacebookTwitterIcon Countdown
STRENGTHLocation :Easily accessed by Mass Transportation : platform links to the BTS and MRT stations
Customer Trend :the place to meet the needs of customers who like to have new experience
Decoration :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.
WEAKNESSMerchandising :Strong concept of Market street, while very few of RENOWNED International and Thai brands
Promotional areas :Small and unattractive areas that make difficult to create high impact of strategic eventsNo outdoor area
Parking fee :Expensive to the shoppers feeling
Brand Image PerceivedHi-spending
Low-spending
Lifestyle Luxury
StylishTrend EditorArtistic Living
Hi-so LuxuryExtravaganzaSocial Lover
Trend FollowerMarket Street
Urbanista
Best Practice : Key learning• Design & theme concept that create WOW
element• Attraction spots for photo taking in every zone• Shopper-friendly Services that in line with
concept & positioning• Accessibility is one of Key Major successes• Professional : completion for launching• TV used for launching
All create “World of Mouth effect” !!!
Thank you