bangkok: the em district world's pop-up beach

© the mall group

when traveling to southeast asia, bangkok usually serves as the usual gateway to a slew of the region's sun-drenched beaches. but this teeming metropolis is a destination in its own right, offering almost any escapism imaginable, and as of late, that includes a high-end beach experience. in fact, seven different flavours of beach fun. we're talking the em district world's pop-up beach, an immersive event at leading shopping mall the em district that not only marks the arrival of sunnier climes, but also aims to instill the carefree holiday bug. and it does so by taking cues from iconic beaches from around the world.

each of these beaches takes a turn, making its mark on the em district's swanky premises with an elaborate, fun-infused beach installation where to chill out in between shopping sprees. before settling in at the em district world's pop-up beach, visitors first check in at the counters of the em district beach airline – situated at phrom phong bts station – for a virtual excursion that integrates flight experience with nifty digital mapping technology, receive a boarding pass, and then witness the footage of their avatar board the flight to a beach of choice projected on the curved façades of both the emporium and the emquartier buildings.

after that it's straight ahead to the resort shop, obviously brimming with summer holiday trophies. there's no need to watch the kids as they're fully entertained at the em district summer camp. as said, the em district has been transformed into an appealing beach environment, replete with fun props and activities, such as mini ping pong tables, hula hoops, massages and glitter tattoos, in addition to live bands, gigs and dj sets, and of course, plenty of tasty food and drinks. as said, the fun at the em district world's pop-up beach is inspired by iconic beaches around the planet. the event has just kicked off with riviera, and is to be followed by editions called ipanema, bondi, miami, phuket, phangan, and finally, mykonos.

each beach edition is hosted by a different event partner, and as such they're not only paired with a similarly rotating program of gigs and activities, but also a different menu of tasty bites and drinks to further boost the holiday vibe. all activities are held on the ground floor passageway, except for the em district summer camp which is situated up on the fifth floor [on through apr 27 / open on weekdays 4pm-10pm and during weekends 11am-10pm]location: 693 thanon sukhumvit [sukhumvit].

© the mall group