The Chao Phraya River is a symbol of our heritage, of where we came from and where we’re going. For generations, it has facilitated the flow of life, moving in one direction, and one direction only: forward.
Landscapes change but the river remains, as does its spirit of progress. We’ve moved from the floating markets and merchant routes of Ayutthaya to the sprawling mega-malls of big, bad BKK city, but some things never change: our desire for knowledge, substance, style, self-betterment, the best things in life, tangible and otherwise—our desire to be SIWILAI.
The multi-brand retail concept SIWILAI takes its name from the Thai word SIWILAI, derived from the English ‘civilised.’ Inspired by this expression and its connotations of progress and development, SIWILAI was created to be a physical platform equipped with thoughtfully curated goods, services and, most importantly, experiences that stimulate self-expression and encourage the growth and exchange of new ideas.
Like the river that spurred it, SIWILAI will be an intersection of culture and commerce, of international trends in local contexts. It signifies a continual step forward into the contemporary culture while maintaining a firm grasp on our Thai roots and identity.
SIWILAI is first and foremost a Thai retail space, a modern-day marketplace located within the Central Embassy lifestyle complex. In contrast to the prime first-floor real estate of its retail contemporaries, SIWILAI has instead sequestered an 826-square-metre corner spot on the fifth floor, favoured for its outdoor terraces and varied tenant mix that lend it a neighborhood-like atmosphere.
The locale alone speaks of its unique intent. Yes, SIWILAI is a shop, but it is also so much more: a specific go-to destination, a constantly evolving coming attraction that anticipates the ever-changing needs of its cosmopolitan clientele. The store's carefully considered interior design has been envisioned and realised by Yabu Pushelberg alongside a world-class team.
Joining the ranks of such multi-brand icons as London’s Dover Street Market and Milan’s 10 Corso Como, Bangkok’s SIWILAI will offer a multipurpose retail environment housing a print media and vinyl library, a beauty lab, toys, gadgets and other such collectibles, Thai-made artisanal projects, vintage accessories and attire as well as a comprehensive unisex selection of fashion and lifestyle brands, with exclusive collections from both international and homegrown names.
In addition, the store has teamed up with friends and wholesome food purveyors Rocket Coffeebar to create an in-house restaurant—the co-branding brainchild of both parties—offering a fully collaborative dining experience, from the décor and packaging to the food and beverage menu.
At its core, SIWILAI is presenting the city with a new retail format. Every aspect of the store—be it the highly knowledgeable floor team, the manner in which items are curated and displayed, or the creation of special pop-up installations—has been designed to give brands greater freedom in representing themselves individually, as well as in relation to one another within SIWILAI’s collective retail story. Subsequently, consumers will be given more choices to express themselves.
The store will thus become an interactive bridge between brands and their clients, engaging visitors beyond the mere act of acquiring ‘things’ with activities, art exhibitions, brand collaborations and pop-up events. SIWILAI is establishing a new definition of luxury, where it is no longer about what you have but how you use it.
SIWILAI is an 826 square-meter modern day marketplace unveiled at Central Embassy in May 2014. In this context, the Thai word SIWILAI has been used to express the notion of progression and development, moving forward into contemporary culture while keeping a firm grasp on its Thai roots.
The Chao Phraya River, an ever-moving force that has motioned Bangkok forward from a trading post to a cosmopolitan mecca, inspires its philosophy: a unique and progressive concept that strays away from traditional retail platforms into one where both brands and consumers may express their identities with more freedom and elasticity.
Women’s Fashion (Ready to Wear, Shoes, Bags, Accessories)
A selection of contemporary luxury brands from established and emerging designers both international and homegrown, ranging from everyday wardrobe essentials and swimwear to show-stopping standout pieces and everything in-between. In addition, SIWILAI will carry an eclectic mix of accessory labels covering the full gamut from killer heels and coveted bags to statement jewelry and one-off sunnies.
Clothing: Damir Doma, Fausto Puglisi, Haider Ackermann, Maison Kitsune, Simone Rocha,
Sincerely Yours by Sretsis, The Row, Victoria by Victoria Beckham, We Are Handsome
Shoes: Gianvito Rossi, Pollini, Tabitha Simmons, Walter Steiger
Bags: Delvaux, M2Malletier, Olympia Le-Tan, Smythson
Jewelry: Delfina Delettrez, Disaya Sorakraikitikul, Eddie Borgo, Le Gramme, Parc-Thai
Sunglasses: Prism, Sun Buddies, The Row
Headwear: Maison Michel
Men’s Fashion (Ready to Wear, Shoes, Bags, Accessories)
Features a range of understated and experimental local and international menswear names, from classic staples to cult labels, focusing on casual sportswear and tailored aesthetics with a twist. Completing the look from head to toe is a considered compilation of premium footwear, eyewear, and travel bags crafted by specialty brands.
Clothing: Alexander Olch, Band of Outsiders, Maison Kitsune, Orlebar Brown, Slowear, Thom Browne
Shoes: Common Projects, Golden Goose
Bags: Head Porter, Isaac Reina
Sunglasses: Sun Buddies
Certified vintage finds from beloved classic brands and heritage fashion houses for the ladies and specially sourced denim and workwear for the gents.
The Beauty Lab
A curated edit of skincare products, nail polishes and perfumes created by industry innovators who are paving the way in their respective fields.
Highlighted Brands: Cire Trudon, MALIN and GOETZ, Uslu Airlines
Toys & Gadget
Lo-fi meets high tech in this haven for hobbyists and homebodies, stocking various limited edition collectibles and old school model-making kits as well as speakers, turntables and other electronics with added emphasis on function as well as form.
Books & Magazines
A library offering both new and archival back issues of prominent fashion, lifestyle and culture magazines as well as specialty publications.
A strictly vinyl selection for your aural pleasure.
This project is dedicated to giving a much-deserved spotlight to local Thai artisans. One of the core sectors in SIWILAI’s retail philosophy wherein handicraft, region-specific techniques are utilised to create contemporary fashion and lifestyle products.
SIWILAI, Central Embassy, Unit L5-15-16, 5th Floor, 1031 Ploenchit Road, Pathumwan, Bangkok 10330
SIWILAI Rocket Coffeebar
SIWILAI Rocket Coffeebar is a collaboration between likeminded lifestyle connoisseurs with a natural chemistry and a shared appreciation for the finer things. Here, food is more than just fuel, and indulging in fresh ingredients, prepared with care, is part of the SIWILAI way of life.
Likewise, the unique cocktail list features creations that go beyond just a couple of ingredients put together in a glass, they tell a story to enhance the epicurean experience.
Dine and shop in style and at leisure, with breakfast and, for the first time, dinner served all day, or indulge in brunch and lunch menus designed especially to hit the spot. Later, languish on the balcony with an exclusive cocktail at sunset or dine until well after dusk, under the stars.
In line with SIWILAI’s reputation as a destination in a class of its own, the new menu features items curated exclusively for SIWILAI Rocket Coffeebar. Start the day with organic eggs, fresh from Thailand’s hill tribes. Later, light bites include the fruity and earthy signature SRC Salad, the floral and fragrant Salad Talad or a spicier sensation courtesy of Pollo on Fire.
Meanwhile, for hearty and wholesome plates, the comprehensive cast of sandwiches features the brand new, sumptuously meaty and cheesy Press Club.
Savour the flavours of the seasons with sundowners created by master mixologists as evening falls over the city, before discovering dinner. The new dinner choices are available all day and cater to the discerning tastes of SIWILAI devotees.
Fresh mouthfuls of Summer Slices in which grilled vegetables are paired with herbed goat cheese crème, and the dry cured salmon and crispy salad of Lax and Crunch, are delightfully light. Meanwhile, meatier feasts include The Bologneasy – creamily indulgent with red wine sauce, and The Burger, which is packed with a hefty ku beef patty.
The potent partnership between SIWILAI and Rocket comes together to create an entire philosophy with a fully immersive and utterly unique retail, drinking and dining experience.