To be able to response to age of digital lifestyle, AIS has decided to expand its service to be not just the Telecommunication, but to serve Digital life by providing lifestyle products as well. Therefore, AIS Flagship Store located in CentralWorld, Bangkok was designed with the idea of how to exhibit each items like an art piece in an art gallery which make this AIS new store “AIS The Digital Gallery”

With a previous long service counter and a large table to display many products together, IF proposed a smaller movable unit called AIU (AIS Intelligent Unit) that is flexible and can be changed around freely to suitably display each Digital Device. Power for each unit is supplied by floor outlets laid in the grid system which make the shop tidy and wireless, as the same with the information link to each unit and device provided by the wireless signal.

With these AIU (AIS Intelligent Unit), its flexibility makes customers more accessible to test each device and to have a real experience with them. The space in the store is increased and also is more flexible to be adjusted for variously display setting of the products or for adjusting the area to suit with special occasion such as new product launch events, digital related seminars or press release.

Other than the AIU, each area of the store has their own character to serve various activities of the store.
1. DIGITAL GALLERY – the exhibition of digital lifestyle devices which can be turned into an event space.
2. DIGITAL BAR – lab / workshop / talk with digital life guru on a long counter table.
3. CONNECTED – Connect your life to digital possibilities with devices showcase.
4. DIGITAL ENTERTAINMENT – To experience entertainment service through living room space.
5. SERENADE – The space for members with exclusive service experiences with distinctive mood and tone.

To serve all this flexible units and many activities in various occasion, the lighting system plays a significant role as well. It is designed to be able to change the tone and intensity or to be focused on specific area such as making the central area brighter for special events or spot the light to highlight the products.

Designed by IF (Integrated Field)
Photography by Ketsiree Wongwan