Life in the slow lane

IN THIS AGE of technology where everything you want or need is available through a single click, retail businesses face a challenge in weaning customers away from their smartphones or tablets and enjoying, if only for a short while, a one-on-one experience in the real world.

Central Group’s B2S bookstore chain thinks it may have found a way to draw people into the kind of emotional experiences that are relevant to their interests but which can’t be found in the digital world. It’s come up with a lifestyle bookshop called Think Space B2S covering 3,000 square metres spread over two and a half floors of the new Central Festival EastVille on Ekamai-Ram Intra Road.

“People today spend far more time, probably up to seven hours a day, with media technology. My challenge is to lure family members to spend at least two hours here rather than the average 30 minutes,” says B2S managing director Somchai Tawonrungroaj.

“Not only do we have more than 100,000 books in Thai and English on offer, but also a great selection of stationery, lifestyle products and services, categorised into learning, playing, enjoying, discovering and connecting.

“We want this venue to become a ‘third place’ for all ages – cosy like at home but not serious like the office or school.”

In operation for 15 years, B2S is well known as a retail store for book, music, stationery, arts and entertainment products. “However, we have always been about ‘content’ rather than ‘space’,” Somchai admits. 

Some Bt400 million has been spent on developing this first concept store over the last three years and it is expected to recoup most of that –Bt350 million – in sales within the first 12 months.

“I like the way I can freely browse a large collection of books without someone is keeping an eye on me. It’s also a one-stop shopping destination for stationery, art supplies and even gadgets, which means I don’t need to go to downtown Bangkok to get what I want,” says Siripapa Jitlamai, a university student living in the neighbourhood.

Tokyo-based design studio Klein Dytham Architecture, whose portfolio encompasses projects for Tsutaya, a giant in Japan’s book, music and movie retail market, along with Uniqlo, Nike and Google Japan, helped set up the emotional experiences for visitors while Thai firm M&A Architecture was responsible for structural design.

“There has been a big change in the retail sector over the last few years because of the move towards online shopping. Retail today is much more about experiences than shopping. We have to provide an environment that is both special and different, and something consumers haven’t seen before,” says Mark Dytham who co-founded Klein Dytham Architecture with his partner Astrid Klein in 1991.

The vast open-plan interior is seamless and minimalist, lending itself well to a mix of merchandising. The book terrace in the centre of the space, a key aspect of the design, gives off a dynamic feel while natural wood dominates and real trees bring the customer closer to nature. Large panes of glass allow for natural light to stream in while the green carpets help to absorb the noise.

“I think B2S has been seen as four walls and a ceiling, which is not really an experience. So we are trying to open up and try to change the whole B2S culture into a lifestyle hangout where you can stay all day or two to three hours rather than just two to three minutes,” Dytham explains.

The store is divided into five main zones; lifestyle book space, play x learn, art x idea, entertainment and networking. On the first floor, visitors are invited to slow down through some old-fashioned analogue meditation. Here they can knit, get busy creating their own scrapbooks or browse the travel books and journals available in this section along with assorted travel gear and compact cameras.

Shelves line the terraces leading up to the second floor and are stacked with more books, limited edition tomes and stationery. There’s also a selection of vinyl, CD and VDO next to a compact B&O Play store, which stocks all sorts of headphones, earphones and speakers.

Seating is available throughout the space and visitors are welcome to sit and read a chapter or two of a book before deciding whether to purchase it or just rest. Those who simply cannot get through a few minutes without checking the social networks can get connected fast and the Wifi is free for members of Central’s the 1 card.

“You can’t sit down in most retail environments. Shops have no space where you can sit and do your own thing or read your own books. Here at Think Space, we provide an environment where you can do some work or entertain yourself without necessarily having to buy something.

“Today’s customers are educated and sophisticated. We don’t try and force them to learn but respect what they feel like doing. We are in fact saying to them, ‘‘it’s okay, you can hang out, browse, a good look, have a good time’. Our experience shows that happy customers tend to spend more,” says Astrid Klein.

The cookery books and magazines can be found alongside the kitchen utensils. Adjacent is the cafe Cover II Cover Eat & Drink – a collaboration between Amatissimo cafe and Wicked restaurant – offering coffees, refreshments and dishes with an Asian twist. 

There’s also a co-working space with fast Internet connection for freewheeling professionals. The charge: Bt199 for a whole day.

“I normally work at home and this is my second time at the co-working space inside Think Space,” says writer Chollada Taewsuwan. “Sometimes I want to work outside to find inspiration, and this place is an alternative venue. My only criticism is that the space between each table is relatively narrow. As my writing requires a lot of attention and concentration, weekdays are ideal to work here but weekends are too crowded for me.”

The venue is also a favourite destination of the little ones as it houses eight schools for kids to develop their skills and boost their creativity. They are: Clayworks, Chefutown, Babies Genius, Kinderprep by Ivy Bound International School, I Genius, Helen Doron English, Yamaha Music School and A Little Something. While they’re playing, parents can explore the corner showcasing furniture and lifestyle products by local brands like Deesawat, Studio248 and Everyday.

“Our aim is to invigorate the concept with many activities. One of these is the ‘Thailand First Book Launch’ series, which will kick off with the limited edition “Rijks, Masters of the Golden Age”, a remarkable collaboration between world-famous designer Marcel Wanders and Rijksmuseum. We’ll also host workshops on arts and crafts and other fields to meet the unique interests of our customers,” says Somchai.

 

SHOP A LITTLE, CHILL A LITTLE

Think Space B2S at Central Festival EastVille on Ekamai-Ram Intra Road is open daily from 10 to 10. Find out more at “ThinkSpaceB2S” page on Facebook.