MADE IN SUMMER BY THE MALL GROUP
– From one big umbrella campaign come original and cutting-edge retail-tailored activities channelled across three key retail brands: The Mall Department Store, Paragon Department Store and Emporium Department Store
– Ground-breaking initiatives that transform sale space into a place for shoppers and mall-goers to enjoy innovative and engaging experience
– Taking artistic/ lifestyle collaboration into a whole new level with AR technology, experiential interactive activity and customized collaborative products & services

The Mall Group, Thailand’s leading retail innovator and lifestyle pioneer, has long been committed to crafting cutting-edge experiences that transform retail space into a place to live life and share a good time with friends, family and loved ones. Drawing inspirations from the way people live life and take in contemporary lifestyle, cultures, and arts, The Mall Group is sharing this core values with customers once again umbrella campaign “MADE IN SUMMER,” unveiling massive spaces that engage people in various activities through interactive exhibitions and showcases.

RETAIL-TAILORED INITIATIVES & GROUND-BREAKING EXPERIENCES
The Mall Department Store, Paragon Department Store and Emporium Department Store reinterpret ways to live life in summer and recreate a whole new, innovative experience space, combining creative setting design with Instagram-friendly attractions and interactive showcases.

At The Mall Department Store, 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 featuring countless reflections of different, colourful motifs from yellow rubber ducks, pink flamingo to fantasy mascots. Fun, mesmerising and out-of-this-world, Crazy Maze transforms the idea of playing at Summer Camp into a real world’s Instagrammer’s playground.

The work-hard-play-harder Siam Paragon people will get to enjoy their 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, 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 performances by top DJs.

Reinterpreting summer as a time one focuses on oneself, Emporium weaves together everything it loves: art, innovation, cutting-edge technology and good story-telling into a whole new museum where all viewers become exhibited art piece. Showcasing ever-evolving art with each exhibition-goer being transformed into the subject of the featured pieces, “Museum of Me” (MOME) takes art experience and customisation into a whole new, unimaginable level in which art and art merchandises are created as one-and-only show/ item for the one-and-only viewer.

BEYOND COLLABORATIONS
Summer is a season of freshness and something new, and so are every little collaborations. The Mall Department Store’s Crazy Maze sees an unlikely get-together two names synonymous with summery iced dessert: After You Cafe and Cheng Xim Ei for a Crazy Maze-exclusive, limited-time-only Crazy Thai Tea Kakitori. At Paragon Department Store’s WTF Club, all the sensory experiences are customised — a collaboration with the cultural/ lifestyle shakers and makers. music curated by BANGKOK INVADERS: DJ ONO and AR Atmosphere designed by digital artist Sahared Toys while exclusive drinks & desserts such as soft serve and mocktails are curated by best-selling coconut water brand All Coco.
As summer is all about “me” at Emporium, the concept of collaboration is not complete without everyone of “you” as collaborator. The partnership with 10 local and international visual visionaries aside, Emporium’s Museum of Me joins hands with all gallery visitors through interactive virtual technology that transform each exhibited art piece into one featuring the viewer as centrepiece.

Designed by Winai Chairakpong / B U G Studio
Photography by Wison Tungthunya