{"id":4813,"date":"2026-08-03T11:25:53","date_gmt":"2026-08-03T04:25:53","guid":{"rendered":"https:\/\/thereporter.asia\/eng\/?p=4813"},"modified":"2026-08-03T11:25:53","modified_gmt":"2026-08-03T04:25:53","slug":"jll-advises-conversion-aiden-surawong","status":"publish","type":"post","link":"https:\/\/thereporter.asia\/eng\/2026\/08\/jll-advises-conversion-aiden-surawong\/","title":{"rendered":"JLL Advises Conversion of Historic Workshop into Aiden Surawong"},"content":{"rendered":"<p id=\"p-rc_44e44faa9097919d-306\" data-path-to-node=\"2\"><span data-path-to-node=\"2,0\"><b data-path-to-node=\"2,0\" data-index-in-node=\"0\"><span class=\"citation-1344\">Bangkok, August 3, 2026<\/span><\/b><span class=\"citation-1344\"> \u2014 JLL Thailand has advised on the sale of the leasehold interest in the development structure for <\/span><b data-path-to-node=\"2,0\" data-index-in-node=\"122\"><span class=\"citation-1344\">Aiden Surawong Bangkok<\/span><\/b><span class=\"citation-1344\">, marking the Southeast Asia debut of BWH Hotels&#8217; Aiden lifestyle brand<\/span><\/span><span data-path-to-node=\"2,2\">. <\/span><span data-path-to-node=\"2,4\"><span class=\"citation-1343\">The 77-room property, created through the transformation of a former jewellery workshop on Surawong Road, officially opened on May 11, 2026<\/span><\/span><span data-path-to-node=\"2,6\">. <\/span><span data-path-to-node=\"2,8\"><span class=\"citation-1342\">The deal reflects a growing trend toward value-add repositioning in Bangkok&#8217;s hospitality market<\/span><\/span><span data-path-to-node=\"2,10\">.<\/span><\/p>\n<p id=\"p-rc_44e44faa9097919d-307\" data-path-to-node=\"3\"><span data-path-to-node=\"3,1\"><span class=\"citation-1341\">JLL Thailand supported the client throughout the transaction process, from initial site sourcing to lease term negotiation and final execution<\/span><\/span><span data-path-to-node=\"3,3\">. <\/span><span data-path-to-node=\"3,5\"><span class=\"citation-1340\">The project highlights how heritage locations and distinct storytelling are playing a crucial role in shaping current hotel investment decisions across prime urban corridors<\/span><\/span><span data-path-to-node=\"3,7\">.<\/span><\/p>\n<blockquote data-path-to-node=\"4\">\n<p id=\"p-rc_44e44faa9097919d-308\" data-path-to-node=\"4,0\"><span data-path-to-node=\"4,0,1\"><span class=\"citation-1339\">&#8220;Aiden Surawong reflects Thailand\u2019s hotel investment cycle, which has evolved into a more selective market where the repositioning of existing assets is generating value<\/span><\/span><span data-path-to-node=\"4,0,3\">. <\/span><span data-path-to-node=\"4,0,5\"><span class=\"citation-1338\">What determines whether a repositioning succeeds is matching the right site to the right developer, and seeing that through to operator commitment without losing the original underwriting along the way<\/span><\/span><span data-path-to-node=\"4,0,7\">. <\/span><span data-path-to-node=\"4,0,9\"><span class=\"citation-1337\">That is where advisory adds value,&#8221; said <\/span><b data-path-to-node=\"4,0,9\" data-index-in-node=\"41\"><span class=\"citation-1337\">Krit Pimhataivoot<\/span><\/b><span class=\"citation-1337\">, Country Head &amp; Head of Capital Markets, JLL Thailand<\/span><\/span><span data-path-to-node=\"4,0,11\">.<\/span><\/p>\n<\/blockquote>\n<figure id=\"attachment_4816\" aria-describedby=\"caption-attachment-4816\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4816\" src=\"https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/08\/Krit-Pimhataivoot_Country-Head-JLL-TH-1.webp\" alt=\"JLL Advises Conversion of Historic Workshop into Aiden Surawong\" width=\"750\" height=\"500\" srcset=\"https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/08\/Krit-Pimhataivoot_Country-Head-JLL-TH-1.webp 750w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/08\/Krit-Pimhataivoot_Country-Head-JLL-TH-1-300x200.webp 300w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/08\/Krit-Pimhataivoot_Country-Head-JLL-TH-1-660x440.webp 660w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/08\/Krit-Pimhataivoot_Country-Head-JLL-TH-1-600x400.webp 600w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4816\" class=\"wp-caption-text\">JLL Advises Conversion of Historic Workshop into Aiden Surawong<\/figcaption><\/figure>\n<h3 data-path-to-node=\"6\">Reinterpreting Gems Trade Heritage Through Hospitality<\/h3>\n<p id=\"p-rc_44e44faa9097919d-309\" data-path-to-node=\"7\"><span data-path-to-node=\"7,1\"><span class=\"citation-1336\">Aiden Surawong Bangkok occupies a building that was closely connected to Bangkok&#8217;s jewellery and gem trade for over five decades<\/span><\/span><span data-path-to-node=\"7,3\">. <\/span><span data-path-to-node=\"7,5\"><span class=\"citation-1335\">Rather than erasing the structure&#8217;s historical identity, the redevelopment reinterprets its commercial heritage through bespoke design and experiential hospitality concepts<\/span><\/span><span data-path-to-node=\"7,7\">.<\/span><\/p>\n<p id=\"p-rc_44e44faa9097919d-310\" data-path-to-node=\"8\"><span data-path-to-node=\"8,1\"><span class=\"citation-1334\">The hotel&#8217;s interior architecture incorporates gemstone motifs, geometric forms, and 1920s Art Deco elements<\/span><\/span><span data-path-to-node=\"8,3\">. <\/span><span data-path-to-node=\"8,5\"><span class=\"citation-1333\">Reflective materials, ambient lighting, and dedicated social venues such as CLUB RUBY and the Gems Pool create an atmosphere tied directly to the building&#8217;s historical background<\/span><\/span><span data-path-to-node=\"8,7\">.<\/span><\/p>\n<blockquote data-path-to-node=\"9\">\n<p id=\"p-rc_44e44faa9097919d-311\" data-path-to-node=\"9,0\"><span data-path-to-node=\"9,0,1\"><span class=\"citation-1332\">&#8220;Working with a property like this is as much about choosing the right partner as the building itself<\/span><\/span><span data-path-to-node=\"9,0,3\">. <\/span><span data-path-to-node=\"9,0,5\"><span class=\"citation-1331\">JLL helped us evaluate the property&#8217;s potential and structure a lease that aligned with our long-term vision for the asset<\/span><\/span><span data-path-to-node=\"9,0,7\">. <\/span><span data-path-to-node=\"9,0,9\"><span class=\"citation-1330\">For us, the building represented much more than a redevelopment opportunity<\/span><\/span><span data-path-to-node=\"9,0,11\">. <\/span><span data-path-to-node=\"9,0,13\"><span class=\"citation-1329\">Rather than replacing its identity as part of Bangkok&#8217;s jewellery and gem trade, we wanted to reinterpret its story through hospitality<\/span><\/span><span data-path-to-node=\"9,0,15\">. <\/span><span data-path-to-node=\"9,0,17\"><span class=\"citation-1328\">We believe hospitality should offer more than accommodation by creating atmosphere, memorable experiences, and emotional connection<\/span><\/span><span data-path-to-node=\"9,0,19\">. <\/span><span data-path-to-node=\"9,0,21\"><span class=\"citation-1327\">Ultimately, we wanted guests to feel they had discovered something special hidden within the city,&#8221; said <\/span><b data-path-to-node=\"9,0,21\" data-index-in-node=\"105\"><span class=\"citation-1327\">Chanod Tangsin<\/span><\/b><span class=\"citation-1327\">, Chief Executive Officer of EMPAN Bangkok Co., Ltd., the investor behind Aiden Surawong Bangkok<\/span><\/span><span data-path-to-node=\"9,0,23\">.<\/span><\/p>\n<\/blockquote>\n<figure id=\"attachment_4817\" aria-describedby=\"caption-attachment-4817\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-4817\" src=\"https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/08\/Chanod.webp\" alt=\"JLL Advises Conversion of Historic Workshop into Aiden Surawong\" width=\"750\" height=\"500\" srcset=\"https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/08\/Chanod.webp 750w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/08\/Chanod-300x200.webp 300w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/08\/Chanod-660x440.webp 660w, https:\/\/thereporter.asia\/eng\/wp-content\/uploads\/2026\/08\/Chanod-600x400.webp 600w\" sizes=\"auto, (max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4817\" class=\"wp-caption-text\">JLL Advises Conversion of Historic Workshop into Aiden Surawong<\/figcaption><\/figure>\n<p id=\"p-rc_44e44faa9097919d-312\" data-path-to-node=\"10\"><span data-path-to-node=\"10,1\"><span class=\"citation-1326\">Located in Surawong between Silom, Bang Rak, Yaowarat, and Sathorn, the property is situated in a central hospitality corridor known for historic commerce, dining, nightlife, and creative culture<\/span><\/span><span data-path-to-node=\"10,3\">. <\/span><span data-path-to-node=\"10,5\"><span class=\"citation-1325\">The district continues to attract hospitality investors, as seen in recent projects like the renovated Voco Surawong and Montien Surawong, alongside upcoming developments including Mondrian Silom, Hatai&#8217;s Six Senses, and Unbound Collection by Hyatt<\/span><\/span><span data-path-to-node=\"10,7\">.<\/span><\/p>\n<h3 data-path-to-node=\"12\">Demand Momentum and Investment Outlook<\/h3>\n<p id=\"p-rc_44e44faa9097919d-313\" data-path-to-node=\"13\"><span data-path-to-node=\"13,1\"><span class=\"citation-1324\">Investment momentum in Bangkok&#8217;s hotel sector remains strong, backed by market data from JLL<\/span><\/span><span data-path-to-node=\"13,3\">. <\/span><span data-path-to-node=\"13,5\"><span class=\"citation-1323\">Total hotel investment volume in Bangkok reached <\/span><b data-path-to-node=\"13,5\" data-index-in-node=\"49\"><span class=\"citation-1323\">THB 27.6 billion<\/span><\/b><span class=\"citation-1323\"> in 2025, significantly exceeding the 10-year market average of <\/span><b data-path-to-node=\"13,5\" data-index-in-node=\"129\"><span class=\"citation-1323\">THB 13.9 billion<\/span><\/b><\/span><span data-path-to-node=\"13,7\">. <\/span><span data-path-to-node=\"13,9\"><span class=\"citation-1322\">In 2025, Bangkok accounted for over <\/span><b data-path-to-node=\"13,9\" data-index-in-node=\"36\"><span class=\"citation-1322\">74.3%<\/span><\/b><span class=\"citation-1322\"> of Thailand&#8217;s total hotel investment volume, driven by high average daily rates<\/span><\/span><span data-path-to-node=\"13,11\">. <\/span><span data-path-to-node=\"13,13\"><span class=\"citation-1321\">For 2026, investment volume is projected to normalize to approximately <\/span><b data-path-to-node=\"13,13\" data-index-in-node=\"71\"><span class=\"citation-1321\">THB 13 billion<\/span><\/b><\/span><span data-path-to-node=\"13,15\">.<\/span><\/p>\n<blockquote data-path-to-node=\"14\">\n<p id=\"p-rc_44e44faa9097919d-314\" data-path-to-node=\"14,0\"><span data-path-to-node=\"14,0,1\"><span class=\"citation-1320\">&#8220;We&#8217;re seeing a fundamental shift in Thailand\u2019s hotel investment landscape<\/span><\/span><span data-path-to-node=\"14,0,3\">. <\/span><span data-path-to-node=\"14,0,5\"><span class=\"citation-1319\">The rise of lifestyle hotels reflects changing guest preferences\u2014travelers now seek tailored and authentic experiences<\/span><\/span><span data-path-to-node=\"14,0,7\">. <\/span><span data-path-to-node=\"14,0,9\"><span class=\"citation-1318\">Leveraging the property\u2019s heritage character and existing fabric allows investors to create distinctive narratives<\/span><\/span><span data-path-to-node=\"14,0,11\">. <\/span><span data-path-to-node=\"14,0,13\"><span class=\"citation-1317\">Investment decisions are increasingly driven by a location&#8217;s ability to deliver authentic storytelling and adapt existing assets to meet this demand for specificity<\/span><\/span><span data-path-to-node=\"14,0,15\">. <\/span><span data-path-to-node=\"14,0,17\"><span class=\"citation-1316\">This represents an emerging opportunity for the adaptive reuse of historic buildings within the hospitality sector<\/span><\/span><span data-path-to-node=\"14,0,19\">. <\/span><span data-path-to-node=\"14,0,21\"><span class=\"citation-1315\">Districts that offer both neighborhood authenticity and the flexibility for brand expression will command premium positioning as this customer preference shift accelerates,\u201d said <\/span><b data-path-to-node=\"14,0,21\" data-index-in-node=\"179\"><span class=\"citation-1315\">Chanavudh Vanachaivong<\/span><\/b><span class=\"citation-1315\">, Head of Hotels Advisory, Thailand, JLL Hotels &amp; Hospitality Group<\/span><\/span><span data-path-to-node=\"14,0,23\">.<\/span><\/p>\n<\/blockquote>\n<p data-path-to-node=\"16\">#JLL, #JLLThailand, #AidenSurawongBangkok, #BWHHotels, #EMPANBangkok, #BangkokHotels, #HotelInvestment, #AdaptiveReuse, #RealEstateThailand<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bangkok, August 3, 2026 \u2014 JLL Thailand has advised on the sale of the leasehold interest in the development structure for Aiden Surawong Bangkok, marking the Southeast Asia debut of BWH Hotels&#8217; Aiden lifestyle brand. The 77-room property, created through&#8230; <\/p>\n","protected":false},"author":1,"featured_media":4815,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[753],"tags":[5741,5742,5743,5740],"class_list":["post-4813","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hotel","tag-aiden-surawong","tag-bangkok-hotels","tag-hospitality-investment","tag-jll"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>JLL Advises Conversion of Historic Workshop into Aiden Surawong<\/title>\n<meta name=\"description\" content=\"JLL advises conversion of historic workshop into Aiden Surawong Bangkok, marking BWH Hotels&#039; debut in Southeast Asia.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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