Siam Discovery
Siam Discovery is a 40,000 sqm Bangkok lifestyle retail shopping center owned by Siam Piwat Group, operating as 'The Exploratorium' with 10,000+ brands across themed labs. It serves urban lifestyle shoppers, tourists, and fashion-forward consumers via tenant rentals, OneSiam SuperApp loyalty, and digital integration.
- Company typePrivate
- Founded1997
- HeadquartersBangkok, Thailand
- Headcount—
- GTM typeB2C
- OfferingServices
What Siam Discovery does
Siam Discovery is a 40,000 square-meter lifestyle retail shopping center located at 989 Rama I Road, Pathumwan, Bangkok, owned and operated by Siam Piwat Group, a privately held Thai retail and property conglomerate. Originally opened in 1997 as Thailand's first lifestyle destination, the property underwent a major renovation and relaunched in May 2016 as 'The Exploratorium,' branded as Thailand's first hybrid retail destination. The mall curates over 10,000 lifestyle brands across themed 'lab' zones organized by customer interest rather than brand category: HER LAB (women's fashion and beauty), HIS LAB (men's fashion), STREET LAB (streetwear), DIGITAL LAB (technology, including an Apple store), CREATIVE LAB (design goods), PLAY LAB (entertainment and co-working), ACTIVE LAB (fitness and wellness, including Virgin Active), FLAVOR LAB (dining), and PAW LAB (pet-friendly retail). Tenant mix includes international premium brands such as Club 21, ISSEY MIYAKE, MUJI, RIMOWA, TUMI, and Loft.
Siam Discovery's business model is anchored on tenant rental income from its retail floor space, supplemented by loyalty program economics through the cross-property OneSiam ecosystem (VIZ Card, ONESIAM Coin, and OneSiam SuperApp), gift card float income, parking fees, and event and promotion revenues. Distribution is omnichannel: physical retail across the lab zones is paired with digital services (mobile app, QR payments, cashless parking) and dedicated tourist services via tourist.onesiam.com. The mall operates daily 10AM-10PM and runs seasonal sales events, stamp-collection promotions, lucky draws, and exclusive member offers. Strategic partnerships include a co-branded credit card with Kasikorn Bank, collaborations with Japanese design studio nendo (Oki Sato), New York's Black Egg Design Studio, and PARCO, and a 2018 joint venture with Simon Property Group to develop Thailand's first luxury premium outlet. Adjacent services include Discovery Hubba co-working space (Floor 4) and Ecotopia sustainability products zone.
The company serves a diversified consumer base: urban lifestyle shoppers seeking curated, discovery-oriented experiences; international tourists with dedicated multilingual support; fashion-forward consumers drawn to premium international labels; food and dining enthusiasts; and pet owners. Siam Discovery is part of the broader OneSiam ecosystem alongside Siam Paragon and Siam Center, sharing loyalty infrastructure, digital platforms, and joint promotional campaigns to drive cross-property traffic. As a privately held subsidiary of Siam Piwat Group, the company does not disclose revenue, headcount, or financial performance publicly.
Siam Discovery firmographics
Firmographics- Name
- Siam Discovery
- Legal name
- Siam Piwat Company Limited (บริษัท สยามพิวรรธน์ จำกัด)
- Website
- https://siamdiscovery.co.th
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Short description
- Siam Discovery is a 40,000 sqm Bangkok lifestyle retail shopping center owned by Siam Piwat Group, operating as 'The Exploratorium' with 10,000+ brands across themed labs. It serves urban lifestyle shoppers, tourists, and fashion-forward consumers via tenant rentals, OneSiam SuperApp loyalty, and digital integration.
- Ownership category
- akta.pro rank
Siam Discovery industry classification
Industry- Product category
- Lifestyle Shopping Center / Retail Mall
- NAICS
- General Merchandise Retailers (455), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Retail-Department Stores (5311)
- akta.pro primary industry
- Downtown/Urban Flagship Traditional Department Stores (CRAGAAAG)
- akta.pro secondary industry
- Consumer Electronics & Mobile Store-in-Store (CRAGAHAC)
Keywords
Where Siam Discovery is headquartered
LocationHeadquarters
- HQ city
- Bangkok
- HQ country
- Thailand
- HQ region
- Asia
Offices1 record
Markets served
Siam Discovery business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Tenant Rentals: Siam Discovery generates primary revenue by renting retail space to tenants including fashion brands, beauty stores, technology retailers, restaurants, and lifestyle stores. The mall is organized into themed 'labs' that curate products by lifestyle category.
- Loyalty Program (VIZ Card/OneSiam SuperApp): The mall participates in the OneSiam loyalty ecosystem with VIZ Card and ONESIAM SuperApp, earning commission on point redemptions and promotional activities.
- Siam Gift Card: Sale of gift cards for use at Siam Discovery, Siam Paragon, and Siam Center, with fees or float income as revenue source.
- Parking Services: Revenue from parking facilities with cashless payment options.
- Event and Promotion Fees: Revenue from promotional events, brand launches, and seasonal campaigns including lucky draws and shopping festivals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Siam Discovery Reward Journey promotion: 500 THB receipt = 1 stamp |
| Transaction based/ take rate | Pay-as-you-go | Club 21 promotion: Spend 15,000 THB = 300 THB discount, Spend 30,000 THB = 1,000 THB discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Siam Discovery product offering
Product offeringCore offering
Siam Discovery operates a 40,000 square meter physical lifestyle retail shopping center in Bangkok organized into themed 'Labs' (Her Lab, His Lab, Street Lab, Digital Lab, Creative Lab, Play Lab, Active Lab, Flavor Lab, Paw Lab) that curate fashion, beauty, technology, dining, and lifestyle products by customer interest rather than by brand. The mall leases retail space to tenants and supplements revenue through the OneSiam SuperApp loyalty ecosystem (VIZ Card, ONESIAM Coin), gift cards, parking services, and event/exhibition space rentals.
Product overview
Siam Discovery is a lifestyle retail destination mall operated by Siam Piwat Group, featuring 'The Exploratorium' concept launched in May 2016 as Thailand's first hybrid retail destination. The 40,000 square meter complex is organized into themed 'Labs' (HER LAB, HIS LAB, STREET LAB, DIGITAL LAB, CREATIVE LAB, PLAY LAB, ACTIVE LAB, PAW LAB) that organize products by consumer interests rather than traditional brand categories. The digital ecosystem includes the ONESIAM SuperApp with VIZ Card loyalty program and ONESIAM Coin, alongside physical retail spaces offering fashion, technology, dining (SD-FlavorLab), wellness (ACTIVE LAB), entertainment (PLAY LAB with Discovery Hubba co-working space), and eco-friendly products (Ecotopia). Key services include Siam Gift Card, Cashless Parking, and various promotional campaigns accessible through the mobile application.
Differentiator
Problem solved
Functional benefit
Products and services
- The Exploratorium The flagship lifestyle retail concept of Siam Discovery, organizing 40,000 square meters of retail space into themed 'Labs' (HER LAB, HIS LAB, STREET LAB, DIGITAL LAB, CREATIVE LAB, PLAY LAB, ACTIVE LAB) to provide personalized shopping experiences centered on customer interests rather than brands. Open daily 10:00 AM - 10:00 PM.
- ONESIAM SuperApp Mobile application integrating VIZ Card membership rewards, ONESIAM Coin loyalty points, QR code-based discount redemption, store information, and promotional offers across Siam Piwat shopping centers (Siam Discovery, Siam Paragon, Siam Center).
- VIZ Card Membership Customer loyalty card program offering points accumulation, tiered benefits, and exclusive privileges (special discounts, promotional access, co-branded credit card incentives) across Siam Piwat shopping centers.
- ONESIAM Coin Digital loyalty currency within the OneSiam ecosystem for redeeming rewards and discounts at participating tenants across Siam Piwat shopping centers.
- Siam Gift Card Electronic gift card service for purchasing and gifting at Siam Piwat shopping centers (Siam Discovery, Siam Paragon, Siam Center), with extendable expiry dates.
- Cashless Parking
- Discovery Hubba Co-working Space Co-working space on Floor 4 offering day passes, meeting rooms, and workspace facilities for freelancers and professionals.
- SD-FlavorLab (Dining Zone)
- PAW LAB
- Social Discovery Interactive Exhibition Signature experiential exhibition featuring interactive installations and collaborations with international designers, including the nendo Discovery-man Exhibition with 25 unique pieces created by 25 artists across Asia.
- Ecotopia
Quantifiable outcome
- 40,000 sq meters of retail space
- +2 more outcomes
Companies that use Siam Discovery
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles5 records
Siam Discovery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Siam Discovery partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and flagship.
- PARCO (Japan)coreSiam Piwat partnership with PARCO to offer Thai designers opportunity to showcase work at New York Fashion Week and Tokyo Runway Show through the PARCO Asia Fashion Collection 2020.
- Simon Property GroupflagshipJoint venture between Simon (world's largest shopping center operator) and Siam Piwat to create Thailand's first luxury premium outlet. Scheduled to open in 2019.
- nendo (Oki Sato)flagshipnendo, founded by Oki Sato, is one of Japan's most acclaimed designers (named one of 100 most respected Japanese people by Newsweek). nendo designed the 'The Exploratorium' concept and created the Discovery-man Exhibition featuring 25 unique pieces worldwide, exclusively for Siam Discovery. The partnership established the mall's innovative positioning as a lifestyle laboratory.
- Club 21coreMulti-label fashion retailer operating stores at Siam Discovery featuring international brands including 3.1 PHILLIP LIM, ALEXANDER WANG, COMME des GARÇONS, ISSEY MIYAKE. Regular exclusive promotions for ONESIAM members.
- Kasikorn BankcoreCo-branded credit card (OneSiam-Kasikorn Bank) offering 1,000 THB credit upon approval plus VIZ Card membership benefits. Drives customer acquisition and spending through financial incentives.
- Black Egg Design Studio (New York)flagshipBlack Egg, a renowned design studio from New York, created the Social Discovery Interactive Exhibition at Siam Discovery in May 2016, marking the opening of The Exploratorium concept.
Scale indicators5 records
Recent moves8 records
Expansion highlights6 records
Siam Discovery competitors and assessment
Company assessmentDirect peers
- EmQuartier: Luxury lifestyle mall in Bangkok's Phrom Phong district operated by The Mall Group. Targets the same upper-middle-class lifestyle shopper with curated fashion, dining, and experiential zones — direct competitive overlap with Siam Discovery's premium positioning.
- Siam Paragon: Sister property under Siam Piwat Group on the same Rama I corridor in Bangkok. Operates as a luxury mega-mall sharing the OneSiam SuperApp, VIZ Card and ONESIAM Coin loyalty stack with Siam Discovery, making it the closest operational and digital-ecosystem peer.
- Gaysorn Village: Luxury lifestyle mall in central Bangkok adjacent to CentralWorld, repositioned around curated lifestyle retail and premium designer tenants. Overlaps with Siam Discovery's premium fashion and lifestyle positioning.
- ICONSIAM: Riversine luxury lifestyle mall in Bangkok developed by Siam Piwat Group alongside Magnolia and Charoen Pokphand. Competes head-to-head for premium tourist and local spend through curated 'heritage' zones, designer tenants, and event-driven programming similar to the Exploratorium concept.
- Siam Center: Adjacent Siam Piwat Group property on Rama I Road repositioned around fashion-forward lifestyle retail. Shares the OneSiam loyalty and SuperApp ecosystem with Siam Discovery and competes for the same youth/streetwear segment covered by Siam Discovery's STREET and CREATIVE Labs.
- Emporium Bangkok: Bangkok luxury shopping mall adjacent to EmQuartier, also operated by The Mall Group. Competes directly for the same premium-fashion and lifestyle shopper that Siam Discovery targets through its Her/His/Digital Labs.
Broad incumbents
- CentralWorld: Largest shopping complex in Bangkok and Thailand operated by Central Group. Broader, mass-premium assortment without Siam Discovery's curated 'lab' concept, but overlaps significantly on fashion, beauty, dining, and electronics tenants and aspirational shoppers.
- Takashimaya Singapore: Upscale Japanese department-store-in-retail-destination operating in Ngee Ann City, Singapore. Comparable as a curated Asian premium department-style retail destination with Japanese design sensibility similar to Siam Discovery's nendo-inspired Exploratorium aesthetic.
- Terminal 21 Asok: Themed Bangkok shopping mall by Land & Houses with distinct concept-driven floors similar in spirit to Siam Discovery's lab organization. Targets a slightly more mass-market shopper but competes for experiential-retail mindshare.
Regional players
- Pacific Place Hong Kong: Premium mixed-use lifestyle destination in Admiralty, Hong Kong operated by Swire Properties. Comparable as an Asian urban premium lifestyle complex with curated tenant mix and loyalty programming, though serving a different geographic market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Siam Discovery social profiles
Digital presenceSiam Discovery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Siam Discovery leadership team
Management profileNumber of profiles
Siam Discovery subsidiaries and ownership
Company hierarchySubsidiaries1 record
Siam Discovery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Siam Discovery M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Siam Discovery
What does Siam Discovery do?
Siam Discovery operates a 40,000 square meter physical lifestyle retail shopping center in Bangkok organized into themed 'Labs' (Her Lab, His Lab, Street Lab, Digital Lab, Creative Lab, Play Lab, Active Lab, Flavor Lab, Paw Lab) that curate fashion, beauty, technology, dining, and lifestyle products by customer interest rather than by brand. The mall leases retail space to tenants and supplements revenue through the OneSiam SuperApp loyalty ecosystem (VIZ Card, ONESIAM Coin), gift cards, parking services, and event/exhibition space rentals.
Is Siam Discovery a public or private company?
Siam Discovery is a private company. It is classified as corporate owned and is currently operating.
When was Siam Discovery founded?
Siam Discovery was founded in 1997.
Where is Siam Discovery based?
Siam Discovery is headquartered in Bangkok, Thailand, in the Asia region.
How does Siam Discovery make money?
Five revenue lines are on record. Tenant Rentals are the primary driver. The others are loyalty Program (VIZ Card/OneSiam SuperApp), siam Gift Card, parking Services and event and Promotion Fees.
Who are Siam Discovery's main competitors?
Direct peers on record are EmQuartier, Siam Paragon, Gaysorn Village, ICONSIAM, Siam Center and Emporium Bangkok. Broad incumbents are CentralWorld, Takashimaya Singapore and Terminal 21 Asok. Pacific Place Hong Kong is listed as a regional player.
Does Siam Discovery have an API?
No public API is recorded for Siam Discovery.
What industry is Siam Discovery in?
Siam Discovery's product category is Lifestyle Shopping Center / Retail Mall. Its primary akta.pro industry code is CRAGAAAG, Downtown/Urban Flagship Traditional Department Stores, with a secondary code of CRAGAHAC, Consumer Electronics & Mobile Store-in-Store. Its NAICS code is 455 and its SIC code is 5311.