The rise of Phuket from a sleepy back-packers holiday island to a world class opulent playground for the rich and famous.
SINCE THE DAWN OF THE 21st CENTURY PHUKET has been developing fast. For a while now the holiday island has been able to boast some great high-end features: golf courses, yacht marinas, luxury villa estates, state-of-the-art healthcare, world class restaurants, a modern international airport, and quite recently, luxury shopping malls.
ELITE DESTINATIONS, which regularly attract the highest echelons of society, such as Miami Beach, the French Riviera and the Sunset Strip in Los Angeles, all have one thing in common. To be truly considered a home from home, an A-list tourist must be able to buy and consume the things they enjoy at these destinations, including luxury goods.
IN 2004, CENTRAL PATTANA PLC, one of Thailand’s top 5 listed companies, opened Central Phuket – Festival, a new shopping mall between Kathu and Phuket Towns, in the centre of the island. Over the next 12 years the shopping complex evolved and grew with new, and more luxurious facilities. In 2018, following a strategic statement by the Thai Government to develop Phuket into a ‘Top Destination for global jetsetters’, the owning company Central Pattana PLC realised there was scope for more luxury retail space, but the current facility at Central Phuket – Festival had no space for expansion. Therefore, a new shopping mall, on a new site, needed to be developed.
CUE CENTRAL PHUKET – FLORESTA, a brand new, luxury focused shopping and dining mall, built across the busy 4020 highway, and connected to Central Phuket – Festival by a sky-walk. At the time Dr. Nattakit Tangpoonsinthana, Chief Marketing Officer for Central Pattana Plc announced, “With our vision for continuous modern city pioneering, we are proud that Central Phuket – Festival has been an integral part of the lives of residents and visitors to the province since 2004. With the arrival of Central Phuket – Floresta in 2018, we have upped our game by providing the destination with a luxury retail heart, as good as any you will find in capital cities around the world. Think of Singapore, and you have Orchard Road; think of London, and you have Oxford Street; think of Bangkok, and you have Soi Sukhumvit”
DESPITE THE INTERRUPTION caused by the COVID pandemic, Central Phuket – Floresta has been a great success. Consumer traffic entering the Central Phuket complex is 30% up from pre-2020 levels.
AND THE GROWTH WILL CONTINUE. By 2026 Central Pattana Plc expects the ‘luxury zone’ at Central Phuket – Floresta to quadruple in size as more and more luxury brands want a foothold in Phuket. This supply is a direct reaction to meet the quadrupling of demand from both new residents and new tourism markets.
WILAIPORN PITIMANAREE, Senior Vice President of Central Phuket Shopping Centre, Central Pattana Plc puts this into perspective. “Phuket ranks as the Kingdom’s second largest economic contributor, after Bangkok. In 2023, its tourism generated over 380 billion THB (10.4 billion USD) in tourism revenue, this is set to reach 450 billion by the end of 2024. By the end of this year, it is expected that more than 12 million tourists will have travelled to Phuket, ranking it second in the country after Bangkok”. In addition to the tourism growth, Phuket is considered a ‘second home’ for both Thai and foreign millionaires these days, a group now categorised as ‘Asia’s Rich Beach-Bum Set’.
JOKING APART, to meet this demand, Phuket’s infrastructure needs to modernise and expand too. In 2027 Phuket International Airport will have completed its Phase II project, which will see new passenger facilities, larger private jet facilities and a lengthened runway. New international hospitals will be opened about the same time and various road widening, and bypassing projects are currently underway to remove some of the current bottlenecks.
DATA FROM CENTRAL’S NATIONAL frequent shopper loyalty programme, ‘The 1 Card’, which covers all Central branches in Thailand, shows that Phuket customers have the highest spending per person, spending up to 45% more than other branches. This reflects the growth of Thailand’s luxury product market, valued at approximately 1.6 trillion THB (45.5 billion USD). The market is projected to expand by 5.62% by 2028, surpassing Singapore.
According to Khun Wilaiporn, the ongoing growth of Central Phuket as a luxury hub is built on three pillars:
1. HOME TO WORLD-CLASS LUXURY BRANDS
With 14 brands in-house, this is the largest collection outside Bangkok. These are household names in luxury: BALENCIAGA, BOTTEGA VENETA, BURBERRY, CHRISTIAN LOUBOUTIN, DIOR, GUCCI, HERMÈS, LOUIS VUITTON, OMEGA, PMT THE HOUR GLASS, SAINT LAURENT, VERSACE and ZEGNA, with PRADA set to open soon.
Many of these brands have reported record breaking sales in Phuket, precipitating store expansions and relocations to cope with this unprecedented demand.
Other renowned lifestyle brands, hitherto confined to Bangkok, have also now ventured down south to Phuket. Amongst these are COACH, KATE SPADE, KENZO, MICHAEL KORS, SAMSONITE and LUSH.
Focus on beach fashion, with exclusive items found only at the world’s most glamorous destinations, such as St. Tropez, Ibiza, Hawaii and Dubai.
Currently the luxury zone in Central Phuket occupies 2,000 sq.m of space. This will expand to 8,000 sq.m by 2026 to accommodate the arrival of more brands
2. EXCEPTIONAL EXPERIENCES
Central Phuket offers its VVIP customers a white glove butler service. There are currently 2,300 members, and they receive an escorted shopping service, from the supercar parking area, through to a members lounge and onto the shopping floor. For those not driving, a ‘Luxe Limo Service’ is provided.
Ultimate dining options include the award winning Su Va Na underwater dining experience, where Chef Atanu has curated exquisite dishes which are served next to the huge fish tanks of the Aquaria Phuket facility, under the shopping mall. This restaurant ranks in the ‘The Top 3 Best Underwater Restaurants in the World’ alongside establishments in Dubai and Norway. Other notable dining spots include Thai Brasserie by Blue Elephant, Haidilao and %Arabica.
Already mentioned, the Aquaria Phuket, is the largest aquarium in Thailand, housing 25,000 marine animals, with a scientific and conservation responsibility which is crucial to the survival of the marine species they protect.
A large part of the basement culinary floor at Floresta is transformed into a simulated floating market, a unique symbol of Thailand, where you can enjoy the full spectrum of Thai cuisine, and shop in delightful Thai craft stores, including Good Goods, which supports traditional village Thai craft families.
Amazing design features abound throughout the mall, where modern architecture is fused with Thai arts and literature. For example at the ‘Cocoon’ you’ll see curved ceiling frames inspired by the traditional fishing way of life, with a touch of Sino-Portuguese architecture. Or there is the ‘Great Epic’, a giant sculpture spanning two floors, which depicts the tales of Ramakien and the epic battles between Rama and Ravana.
3. EVENTS THAT EXCITE THE WORLD
Throughout the year Central Phuket hosts a series of world-class events and festivals that attract tourists from all over the island. Thailand’s most iconic national holidays are showcased with events, including the Songkran and Loy Kratong festivals. Other globally significant events, such as Pride Month are followed, but perhaps the most spectacular event of all is the New Year Countdown celebration which attracts thousands of people.
CENTRAL PATTANA PLC is proud to be leading the way in Phuket, by embracing the Thai Government’s objective of promoting a Sustainable Economy, establishing the island as a global hub across multiple dimensions, including culinary, medical, wellness, sports tourism, education, marina’s, yachting, smart city technologies and meetings and conventions.
CURRENTLY, THE CENTRAL GROUP has its second-highest investment in Phuket after Bangkok. This comprises 7 hotels, 4 shopping centres, 5 department stores, and 3 condominiums. The Group also operates national consumer retail brands such as Supersports, Power Buy, Thai Watsadu, BnB Home, B2S, Office Mate, Tops Food Hall Tops Market, Tops Daily, Tops Vita, and more. Additionally, Central Pattana has shopping centres in the southern region, totaling 5 locations, including Central Phuket, Samui, Surat Thani, Nakhon Si Thammarat and Hat Yai.
CENTRAL PATTANA PLC., is Thailand’s number one real estate developer for sustainability and the operator of Central shopping centres, residential projects, office buildings and hotels nationwide.
