Shopping today is no longer simply about purchasing items, it is about experiencing and expressing one’s taste and inspiration. This shift has driven the rise of concept stores as sought after destinations by modern shoppers.

At One Bangkok, a world-class urban development, this ethos is brought to life in the Parade zone, a retail enclave housing diverse lifestyle brands. Here you will find “Sarapad Thai” — the first concept store that presents over 20,000 Thai design pieces in a contemporary way, offering a premium shopping journey to every visitor.

What is a Concept Store?

A concept store is a retail space created to tell a brand’s story through a full-scale shopping experience, from product curation and store layout to ambient design and atmosphere. Such stores integrate multiple disciplines such as fashion, art, music and lifestyle thereby elevating shopping into a meaningful and memorable experience.

Retailers who adopt this format carefully select products, design immersive interiors and often combine retail with café spaces or cultural events.

Key Features of a Concept Store

• Storytelling: Each product and display carries a narrative or inspiration behind it, forming an emotional link with the customer.
• Immersive Experience: The store design, lighting, sound and décor are planned deliberately so that visitors feel immersed in the brand world.
• Curated Selection: Items are carefully chosen not just to sell, but to communicate style, identity and the unique character of the store.
• Multi-lifestyle Integration: Other than products, concept stores may include cafés, artworks or other lifestyle elements to enrich each visit.

Parade – A Zone of Inspiration at One Bangkok

To make the concept store idea tangible, the Parade zone at One Bangkok stands out as a retail space that transcends the conventional shopping mall. Here, concept stores and lifestyle brands converge in one environment, where art, design and personal style blend seamlessly.

One of the highlights is “Sarapad Thai”, a concept store within Parade that exemplifies the idea of what a concept store is through its modern take on Thai identity, craftsmanship and design excellence.

“Sarapad Thai” First Concept Store at One Bangkok

Sarapad Thai spans over 2,400 square metres, gathering quality Thai creations under the idea of “ฯลฯ (Etc.) Thainess”, symbolising the endless diversity of Thai stories and craftsmanship. It seamlessly blends traditional Thai culture with contemporary design for a truly refined experience.

4 Main Zones of Sarapad Thai

    1. Taeng Nuea Taeng Tua

This zone features Thai fashion, accessories, and leather goods by designers who have reinterpreted Thai heritage into a modern, global context. Highlighted brands include Daroon, PALIT, TISI TISAI, and The Only Market, all expressing Thainess and sophistication.

    2. Sut Saen Sangsan

A creative hub filled with inspiration, showcasing the works of talented Thai artists and designers — from home décor and crafts to limited-edition art toys. Featured brands include Moreover, Ek Ka Nek, Kanita Leather, Nanajittang, Hayak, Ngaew Ngaew, and Mupa Toy.

    3. Yoo Dee Kin Dee

Celebrating Thai living through food and lifestyle, this zone gathers premium Thai brands such as Siamaya’s Milk Chocolate, Spice Story (Nguan Soon No. 1 Brand), and Buay Khuen Cheep, along with tea and café spaces like Tea ET Tea and Mahanakhon Café, offering the comfort and joy of Thai flavours.

    4. Yoo Yen Pen Suk

A home-living and scent zone that brings tranquility through Thai design. Featured brands such as Lively Light Ware, Pinto Mada, Vassa, and Thaniya, express serenity and aesthetic balance, perfect for creating harmony within the home.

Trok Chok Dee — The Lucky Prosperity Lane

Beyond shopping, Sarapad Thai offers Trok Chok Dee (Lucky Prosperity Lane) — a colourful alley designed around the theme “Luck and Happiness.” This space blends Thai beliefs with contemporary art and refined design, serving as both an art showcase and a much-favoured photo spot where visitors can capture moments of Thai joy.

Talad Sarapad Thai — The Market of Opportunity

To keep the atmosphere lively, Sarapad Thai also features Talad Sarapad Thai — a 140 sqm. “rotating” market whereby the theme changes quarterly giving young Thai designers and entrepreneurs a platform to showcase and sell their creations on a stage that encourages ongoing creativity and showcases Thai talent.

Concept stores redefine the way people experience shopping — blending storytelling, artistry, and lifestyle into one inspiring destination. At One Bangkok, Sarapad Thai sets a new benchmark as both a lifestyle and community centre in Bangkok, where design and creativity harmoniously converge to celebrate the timeless beauty of Thainess.