Jennifer Gampell
868/75-76 Soi Vanich 2
Songwad Road
Bangkok 10100 Thailand
Tel/Fax: (66) 2-237-3362
Mobile: (66) 1-925-7187
Web site:




June/July 2006



All the PR hype about Bangkok's new Siam Paragon-namely its sheer size-ignores the mall's most distinctive feature: it's the first Thai shopping complex equipped with fully integrated internet capabilities. To fully appreciate this, you'll need to head to the third floor, where True Corporation-the brand-conscious Thai telecoms company responsible for Paragon's unsunbg high-techness-has launched its innovative concept store called True Urban Park (66-2/610-8888) Built for a cool US$1 million, the sleek, six-zone lifestyle statement is attracting image-conscious hipsters who demand more from an internet café than uncomfortable chairs and bad coffee. At "True Speed," internet users perch ergonomically in front of flat-screen monitors to enjoy the fastest connection speeds available in this broadband-challenged country. Ambient tunes played by the resident DJ at "Books and Music" waft throughout the store. At "Stuff," the limited-edition mobile phones and assorted gadgets are displayed like design objects, while customers plug in at the "iPod Lounge" and listen under individual plastic sound domes suspended above comfy chairs and circular tables. Hungry? "Food" dispenses coffee and snacks, and inimalist floral arrangements are for sale in the "Love" zone-but there's no charge for gazing at the rotating black and red flip dots that spell out "True" on a massive billboard at the front of the store. -Jennifer Gampell.

Copyright 2006Jennifer Gampell