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The iconic Siam Center, Bangkok's first modern shopping mall, has been at the heart of social and cultural life in Thailand for over fifty years. In 2012 the space was redesigned and repurposed as an innovative site to introduce young fashion brands. In the branding process we envisioned Siam Center as a marketplace of ideas where fashion, art, and technology converge to redefine the nature of the shopping experience. To convey Siam Center's new approach we developed a new retail concept and branding campaign that unified the entire venue with a consistent visual identity. 2x4 designed the new identity, branding materials, as well as art directed and developed an advertising campaign in collaboration with photographer Daniel Jackson and illustrator Santtu Mustonen.