While the definition of a "community mall", according to The International Council of Shopping Centers (ICSC), is a shopping centre that offers convenience-oriented merchandise and usually comes with a specific anchor, size and design format, what the term is known for in the Thai context is slightly different. Here, we have nationally come to terms with using the term "community mall" to fondly describe any open-air, gentrified shopping place that disproportionately houses a bunch of mundane eateries that never really go beyond shabu-shabu restaurants or wine bars.
The Phyll.
The Bangkok Metropolitan Region now has over 100 so-called community malls scattered throughout. This year has seen a number of community malls opening and 2016 will see some more. The city now seems packed with these places even when statistics show that only about 10% of them are performing well. Despite this, Chatrchai Tuongratanathan, executive director of the Thai Retailers Association, thinks that there will be no point of saturation.
"It's like a cake," said Chatrchai. "It will keep expanding. It's not a question of when the city is going to be saturated with community malls. There is no overpopulation of community malls. Those that don't make it are just lousy community malls due to their poor management. So it's common for us to see them come and go."
Chatrchai believes that for new community malls to survive fierce competition with well-established community malls as well as department stores that boast bigger sizes and are more all-embracing in terms of variety, they have to play the "quirkiness" card.
"A community mall needs to have a clear theme," said Chatrchai. "For example, it could be a pet-themed community mall or a garden-themed community mall. It can't just be general."
Here are some themed community malls of note that have either just opened or are about to open. Perhaps we should pay attention to them so that we won't be as surprised once other similar ones decide to pop out of nowhere in our beloved community.
Suanplern Market
Located on Rama IV, the industrial loft-designed community mall is set to fully open in March and will become a "second home" for residents in the busy district. The design is inspired by the Paknam Railway, the first railway in the country that cut across the area where the market will be. The place will cover a size of 10 Rai.
The Phyll
The green-atmosphere community mall, which opened in September, touts itself as a hybrid-lifestyle mall boasting a perfect combination of open-air and enclosed spaces. The Phyll will serve as an urban oasis for the condominium-packed area of On Nut 54 where all residents of vertical living can rejuvenate themselves. The sprawling centre boasts a size of more than 10,000 square metres.
Happy Avenue Donmuang
Located on Songprapa Road near Don Mueang International Airport, this is a community mall that has a theme based on the city's old airport, but with a modern twist. Walking around the place, customers are set to feel the good old days of the airport. The site is almost 10,000 square metres and will feature all kinds of establishments, from restaurants to fitness clubs. It is expected to open in the middle of 2016.
Suanplern Market.
