© Siam Piwat

Things have been heating up for quite some time in Bangkok‘s hyper-competitive retail scene, and as shopping malls are the prime indicators of this industry, trends and innovations are most visible on their premises. At Siam Discovery – an award-winning mall because of its modern design, and one of the Thai capital’s leading luxury shopping destinations – a lot of effort is made by owner Siam Piwat to stay on top of the game, and its latest endeavour is an evocative campaign. Entitled Siam Discovery Self Discover, the campaign aims to promote the mall as an arena of lifestyle experiments, and as such, also an ideal place where to discover, marvel and engage, and thus, get a better understanding of oneself.

Four differently themed installations can be found across the mall, each offering an interactive story to shoppers. The first one is called Mirror and Self: Look to Discover, and it’s purposefully devised to help you look in nine types of mirrors where each of the reflection indicates a dimension of yourself, helping you to see yourself in different ways other people view you. It’s followed by an installation on the second floor called The Davids: Answer to Discover which provides a test of self-honesty that you must respond to questions from the replicate statues of Michelangelo‘s iconic David by using augmented stickers to express all answers, based on your point of view. Back on the ground floor, Who exactly are you?: Explore to Discover can be found, an installation which helps understand yourself through a series of questions, probing into what your interests and preferences are, exactly.

Respond to psychologically challenging questions via interactive devices and the LED screen will project your character, based on your answers, and also recommend what fashion styles and goods suit you. The final installation, called Eyes: Look to Discover, is situated on the fourth floor, and poses a significant question to challenge yourself – ‘when was the last time you saw yourself the closest and the clearest way?’ Get a hands-on fun looking through a microscope to see your very own eyes, in an unprecedented attempt to magnify your eyeballs which will then be screened on the large LED projection. The installations are accompanied by a programme of various events (on through Oct 31). Location: Siam Discovery, 989 Thanon Rama I (Siam).

© Siam Piwat