bangkok: #ifeel

© the mall group

next generation shopping arrived in bangkok when emquartier opened its doors to eager shoppers earlier this year. with its towering façade of terraced floors and a slew of curated shops, it has become one of the city's leading hubs where lifestyle is not only celebrated on a top level, but also in an appealing variety. aiming to extend the momentum, emquartier has teamed up with emporium, a sister establishment situated on the other side of the perennially congested thanon sukhumvit and to which it's linked by walkways, to launch the ambitious #ifeel campaign. totally in sync with modern times, it's digital and interactive, engaging shoppers to share their mood by way of snap shots.

using a nifty architectural mapping projection, an abundance of expressive photographs are featured on the expansive façades of both malls, creating a dynamic and immersive shopping environment. at a special booth has been installed on the ground floor shoppers can take shots and post them directly on their instagram accounts, using the @theemdistrictpeople tag and #ifeel hashtag. and to spice things up even further, four leading thai lensmen have been invited to contribute with their work: nat prakobsantisuk, kachain wonglaemthong, tada varich, kit benjarongkul, alongside teen heartthrob and guest photographer prin suparat [on through jul 31]. location: 693 thanon sukhumvit [sukhumvit].

© the mall group