14 Apr 2021 • Retail
Personalization and the lab aesthetic unite at Bangkok mall Siam Discovery
A continuation of Siam Discovery’s Future Lab co-creation space series hones in on surf and skate culture.
Tapping into the personalization trend, Siam Discovery mall in Bangkok has launched a second Future Lab co-creation space, in collaboration with Rip Curl. Whereas the first edition focused on sneakers, volume two is all about surf and skate culture. Through an exhibition and personalization lab where visitors can customize garments, accessories and boards, the project delves into the past and present of surfing and skating – including their intersection at the growing craze of surfskating.
Here we see the convergence of two tendencies: personalization and the lab aesthetic. The first factor gives customers agency over their acquisitions, while the second makes what sound like relatively simple customization techniques – including heat pressing, embroidery and hand-painting – seem much more high-tech, securing Rip Curl in the role of specialist. We’re curious to see how the marketing tactic pays off.