bangkok: made in summer

© the mall group

in sprawling southeast asian cities such as bangkok, shopping malls are simply a way of life, and given the abundance of choice, there's a keen interest in keeping shoppers happy. the mall group, of thailand's leading retail companies, manages a handful of prestigious complexes across the city and beyond, and to celebrate the upcoming summer season, it has launched the aptly named made in summer campaign at three different department stores in town. fully compatible with the digital-infused and snap happy lifestyle of its target demographic, the mall, siam paragon and emporium will all feature interactive installations, designed by local practice bug studio, that'll engage shoppers by way of cutting-edge design and technology.

at the mall [1] everyone gets a second chance at becoming a kid once again and play to their heart’s content at crazy maze, a gigantic mirrored maze inside the stomach of a huge shark with three rooms that feature countless reflections of different, colourful motifs from yellow rubber ducks and pink flamingos, to fantasy mascots. the installation transforms the idea of playing at summer camp into a real world’s instagrammer’s playground. the showcase at siam paragon [2] provides shoppers a night-out at summer club in the middle of a summer day at wtf [what-the-forest!] club. recreating a tropical party experience in the heart of the city, the wtf club is the only place you can indulge in ar clubbing  getting all high like an all-night party animal – all through innovative technology, featuring cool space design, decors, music and sets by some of bangkok's top dj's.

a more stylish installation can be found at the emporium mall [3]. reinterpreting summer as a time that one focuses fully on oneself, it blends art, innovation, cutting-edge technology and good story-telling into a whole new museum where each visitor becomes exhibited art piece. showcasing ever-evolving art with each visitor being transformed into the subject of the featured pieces, the so-called museum of me takes art experience and customisation to a whole new level through interactive virtual technology [on through apr 18]. location [1]: 3522 thanon ladprao [bangkapi]. location [2]: 991 thanon rama I [siam]. location [3]: 622 thanon sukhumvit [sukhumvit].

© the mall group