Advanced Info Service (AIS), Thailand’s leading digital infrastructure provider, has officially launched “AIS SIAM,” a new four-story landmark in the heart of Bangkok’s vibrant Siam Square. Billed as “THE PLAYHOUSE WITH PURPOSE,” this innovative space is designed to be a community hub for the Creative Generation, or “Gen C,” merging digital lifestyle, cutting-edge technology, and hands-on experiences under one roof.
BANGKOK, THAILAND – Open to customers of all mobile networks, AIS SIAM aims to be more than just a retail store; it’s an immersive destination where visitors can connect, create, and play. The entire facility is powered by AIS’s formidable 5G network and the latest Wi-Fi 7 technology, promising ultra-fast speeds of up to 1Gbps to ensure a seamless digital experience for every activity, from gaming to content creation.
A Strategic Vision for a New Generation
The launch represents a pivotal shift in customer engagement for AIS, moving beyond traditional telecommunications services to cultivate a deeper connection with a key demographic. The choice of Siam Square, a district long recognized as the epicenter of youth culture and creativity in Thailand, is a deliberate one.
Somchai Lertsutiwong, Chief Executive Officer of AIS, articulated the vision behind the project: “Siam is more than just a district in Bangkok — it’s the heart of creativity passed down through generations. It’s a birthplace of inspiration and a community where young people discover and express themselves. In an era where soft power is a national asset, Siam has long been a hub for nurturing that young power.”
He further emphasized the company’s belief in the target audience, stating, “At AIS, we believe in the power of Gen C — the Creative Generation — filled with ideas, talent, and the energy to shape society through creativity. That’s why we developed AIS SIAM, as a space within Siam Square for community, creativity, social and self-expression — seamlessly blending advanced network with entertainment and lifestyle.”
This venture is a clear investment in experiential marketing, aiming to build brand loyalty by providing a valuable and engaging space that aligns with the passions of young Thais.
A Floor-by-Floor Journey Through the Playhouse
AIS SIAM is meticulously designed across its four floors to cater to a wide array of interests, bringing the “PLAYHOUSE WITH PURPOSE” concept to life.
Floor 1: CAFE & EXPERIENCE SPACE – The Welcome Hub
The ground floor serves as the gateway to the AIS SIAM experience, welcoming everyone, regardless of their network provider.
- The Café: A central feature is the trendy café operated in partnership with BEANS Coffee Roaster. It offers an exclusive “AIS SIAM Blend,” a signature coffee flavor developed specifically for this location. The menu is further elevated by unique pastries crafted by the renowned dessert chef, Burin Dangdeelert. To enhance customer convenience, payments are accepted via QR Code, credit/debit cards, and various e-wallets. AIS customers receive an added benefit, with the ability to use their AIS Points for discounts on food and beverages.
- Experience Space: Adjacent to the café is a zone dedicated to hands-on interaction with cutting-edge technology. Visitors can test the latest digital gadgets and products. This area also features an exclusive collection of
AIS SIAM Merchandise, including tote bags, stickers, keychains, and pouches, which can be tried on-site and purchased online for home delivery via the official website.
- Services & Availability: An AIS Service point provides customer support and advice. The floor has a capacity for 50 guests and includes a private, bookable POD for up to three people, ensuring a space for more intimate gatherings or meetings.
Floor 2: CO-PLAYING SPACE – The Epicenter of Fun
Designed for gamers and entertainment enthusiasts, the second floor invites visitors to “play to the max.”
- Gaming Zone: This area is a gamer’s paradise, equipped with the latest consoles like the PlayStation 5 and Nintendo Switch for visitors to try out the hottest games. If a game or console captures their interest, they can purchase it directly through the AIS Online Store for convenience.
- Board Games & Streaming: In a significant collaboration with the Thailand Board Game Association, the space offers a vast selection of Thai and international board games. On-site Game Masters are available to provide recommendations and guidance. For those looking to relax, private PODs are equipped with high-quality Smart TVs where users can log into their personal accounts for streaming services like AIS PLAY, YouTube, and Netflix.
- Private POD Bookings: The floor features 14 private PODs of varying sizes, accommodating from 2 to 10 people. These can be booked in advance for 55-minute slots. A key value proposition is that the booking fee can be fully redeemed for food and drinks on the first floor, effectively making the space free to use for customers who plan to dine.
Floor 3: AIS SIAM HYPE SPACE – The Talent Incubator
This is an exclusive floor dedicated to collaboration and talent development. In partnership with key players like
Music House Partner, this space is designed as an incubator for aspiring artists, dancers, and performers. It serves as a training ground where dreamers can hone their skills and prepare for the professional stage, turning passion into purpose. AIS has teased that surprise events and workshops will be held here, creating a dynamic hub for inspiration and skill-building.
Floor 4: AIS SIAM STUDIO – The Creator’s Sanctum
The top floor is a professional-grade studio reserved for creators selected to collaborate directly with AIS. This exclusive area is fully equipped with state-of-the-art technology, featuring three distinct studio setups and two dressing rooms, to support high-quality content production. The studio underscores AIS’s commitment to investing in the creator economy and empowering individuals to “make the scene impact” with their work.
A Collaborative Effort and Future Outlook
The launch of AIS SIAM is not a solo endeavor. CEO Somchai Lertsutiwong extended his gratitude to key partners, including
Chulalongkorn University (the landlord of Siam Square), GULF, TADA Entertainment, and BEANS COFFEE, for their collaboration in bringing this vision to life. “We hope AIS SIAM will be a favorite place for all. Because we believe that when space is open, creativity and great community can grow without limits,” he concluded.
With its unique blend of technology, lifestyle, and community-building, AIS SIAM is poised to become a landmark destination. It represents a forward-thinking investment in a generation that values experiences over products and authenticity over advertising, solidifying AIS’s position not just as a network provider, but as an integral part of Thailand’s digital and cultural landscape.
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