Siam Discovery

Our strategy, brand messaging, and visual identity for Siam Discovery reimagined the mall as an experimental “lifestyle laboratory” built around curated product environments and bespoke experiences.

The new identity derives from Nendo’s renovation of the superstore, which features a framework of modular displays made from rectangular volumes. Our advertising campaign renders the lattice-like structure replete with fantastical objects, hinting at Siam Discovery’s eclectic, hybrid sensibility. Our wordmark, with blocks excised from the letterforms, invites the viewer to fill in its blanks.