18 Aug 2020 • Retail
Will this new Bangkok store help Apple create a greater connection with local consumers?
With the second Thai location – by Foster + Partners and Architects 49 Ltd. – the tech company aims to create a de facto public space.
Steps away from the landmark Erawan Shrine at Bangkok’s bustling Ratchaprasong intersection stands a new towering conical wooden structure circled by expansive glass panels. The work of Foster + Partners and Architects 49 Ltd., the arresting minimalist building is Apple’s most recent opening in Thailand – its second and largest presence in the country. Foster + Partners has developed stores for Apple all over the world, but Apple Central World marks the first time that a brand location has employed an all-glass design, according to the tech company.
Apple and the architects hope that the hub can serve as a de facto public space at the Thai city’s Central World Square. ‘It forms a new social focus for the city,’ says a spokesperson for Foster + Partners, ‘and an inviting backdrop for the city’s famous New Year celebrations and numerous other annual festivities.’ Fully visible from the interior, a ring of Terminalia trees encompass the building and are punctuated by benches for anyone to use.
Apple Central World is the brand’s second opening since the COVID-19 outbreak, followed by the Beijing Santilun outpost also designed by Foster + Partners. ‘The store’s unique design includes many of Apple’s latest features, including a Forum, Boardroom, and freestanding displays,’ explains a representative for Apple. ‘Centered around a Video Wall, the Forum will be home to future Today at Apple sessions with some of Bangkok’s greatest artists, musicians and creatives.’