Mitihoon – AIS SIAM has unveiled a refreshed look on its first floor, transforming it into a fully integrated digital lifestyle destination under a Retail Mixed-Use concept. The space seamlessly brings together an AIS service center, a cutting-edge technology zone, and a stylish lifestyle café—all in one place, right in the heart of Siam Square. Designed to meet the digital lifestyle needs of the new generation, the concept especially resonates with Gen-C (Creative Generation), who value individuality, creativity, and experiences that can be genuinely felt. This transformation is driven by the concept “5S Happiness Senses for Gen-C Digital Lifestyle @ AIS SIAM”, or the Five Senses of Happiness for the digital lifestyle of today’s generation—sight, taste, scent, sound, and touch. To bring this vision to life, AIS SIAM has partnered with leading brands across every dimension: Cullen Hateberry Scent, a fragrance brand with a distinctive identity, founded on the belief that scent can transform ordinary spaces into inspiring environments, Universal Music Thailand, enhancing the joyful atmosphere through music as part of the campaign “Christmas Is Universal 2025 at AIS SIAM”, PLUG Café, offering the chance to savor Doi Sam Mun coffee—one of Thailand’s rare coffee varieties—at an accessible starting price of 60 baht The redesigned first floor of AIS SIAM serves as the gateway to a digital experience, welcoming visitors from their very first step into a space that is intuitive, open, and comfortable. It is thoughtfully created to support every lifestyle need—whether customers come for services, to explore new technologies, relax, create content, or simply find inspiration throughout the day.
Mr. Prapat Siangjan – Chief Retail Management Officer of AIS, said: “Today, customers are no longer looking for just a network service provider. They are seeking spaces that enable a complete digital lifestyle—from accessing services and choosing digital devices to spending quality leisure time in their own way. This is why AIS is moving forward with its transformation from a traditional telco service provider to a Retail Tech & Lifestyle provider, integrating service centers, mobile phones and digital gadget retail, and lifestyle spaces that reflect users’ identities—all within a single destination. Our goal is to truly connect technology with people’s real lives. For Siam Square, a hub of creativity and the new generation, AIS has redesigned the first floor of AIS SIAM into a Retail Mixed-Use space that brings together a service center, mobile and digital gadget zones, and a lifestyle café in one place. This transformation is designed to meet the needs of Gen-C, or the Creative Generation, who are looking for spaces where they can truly try, use, create, and express their individuality. The space is developed under the concept “5S Happiness Senses for Gen-C Digital Lifestyle”—the five senses of happiness for the digital lifestyle of the new generation, encompassing sight, taste, scent, sound, and touch—positioning AIS SIAM as a Digital Lifestyle Destination that delivers a complete and immersive digital experience for today’s generation.”
Under the concept “5S Happiness Senses for Gen-C Digital Lifestyle @ AIS SIAM”, or the Five Senses of Happiness for the digital lifestyle of the new generation, the experience is defined as follows:
- STYLE | Designed in Cool Minimalism
A sleek, minimalist design that is open, clean, and free from visual clutter. The space is easy to navigate, visually comfortable, and reflects the identity of the new generation—beautiful from every angle, photo-friendly, and truly suitable for content creation. - SIP | Crafted Energy by PLUG Café
A lifestyle café that fuels creativity with Doi Sam Mun coffee and locally sourced Thai ingredients. Each cup delivers distinctive flavors with a story, helping visitors recharge and stay energized throughout the day. - SCENT | Happiness Mood by Hateberry Scent
A signature fragrance designed by Cullen–Kedog Pak, an iconic brand for the new generation. The scent creates a relaxing, warm, and memorable atmosphere, making every moment spent at AIS SIAM feel even more special. - SOUND | Curated with Universal Music
Globally inspired yet accessible music selections that elevate the mood, featuring curated playlists from Universal Music Thailand https://open.spotify.com/playlist/5nTTljCXGrr6tCKfC0AEzT complemented by an AI-powered DJ that adapts the sound and rhythm to the mood of each day. - SPARK | Feel the Space, Live the Moment
An invitation to experience the space and spend time meaningfully through exclusive experiences, gifts, and special activities available only at AIS SIAM—sparking inspiration for the new generation to explore, create, and truly be themselves.
During this joyful festive season, AIS SIAM is ready to become a landmark destination for meaningful gift-giving—offering presents that are truly useful. Customers can explore a full range of digital products, from smartphones to lifestyle gadgets, along with New Year gift set services and special activities that invite the new generation to take part in a more engaging “gift-preparation” experience—going beyond simply shopping and leaving. One highlight not to be missed is “Christmas Is Universal 2025 at AIS SIAM.” Visitors can join the activity at the Window of SIAM, save the featured playlist, and stand a chance to win exclusive prizes from Universal Music artists, completely free of charge. In addition, everyone is invited to enjoy the special “White Christmas” beverage, creatively crafted through a collaboration between PLUG Café × Universal Music Thailand. Inspired by the classic song “White Christmas,” this refreshing drink features the sweet, fragrant taste of fresh seasonal winter grapes—making each cup a true representation of a White Christmas for all to enjoy. The White Christmas menu and prize-winning activities are available from 19 December 2025 to 4 January 2026. Rounding out the festive experience is a Hateberry Scent Pop-Up, where visitors can try the products and explore the world of scent, together through the end of the year.
In addition, AIS SIAM, in collaboration with the Property Management of Chulalongkorn University (PMCU), is transforming Siam Square into a countdown landmark with “SIAM SQUARE STREET OF DREAMZ 2026 presented by AIS SIAM,” taking place from 23 December 2025 to 4 January 2026. The event invites everyone to come together and count down to the New Year in a vibrant and inspiring atmosphere.
With its refreshed concept, AIS SIAM stands as a Digital Lifestyle Destination that connects technology with real life—opening up a space where the new generation can spend time, spark inspiration, and experience a fully integrated digital lifestyle in their own way.
Stay up to date with the latest news, activities, and lifestyle updates from AIS SIAM by following AIS SIAM on Instagram, X, and TikTok.
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