Siam Discovery Wraps Up Future Lab Volume 4: Design Culture
With over 50,000 visitors stopping by the experiential space and creating custom goods.
Bangkok’s Siam Discovery has once again pushed the boundaries of retail and cultural engagement with the successful completion of Future Lab Volume 4: Design Culture. This latest iteration of the experimental co-creation space aimed to redefine the intersection of art, urban identity and hyper-personalization, offering a one-of-a-kind experience that merged the city’s visual heritage with contemporary design.
Since its inception, Future Lab has showcased sneaker culture (Volume 1), surf and skate customization (Volume 2) and metaverse-driven retail experiences (Volume 3). Notably, Volume 4 took a bold new direction by collaborating with the Bangkok Metropolitan Administration to introduce an installation featuring Bangkok Cities’ corporate identity.
At the heart of the project was the striking 2.4 x 10-meter “BKK” typography sculpture, prominently placed at Pathumwan Skywalk — one of the city’s busiest pedestrian walkways. Designed to reflect Bangkok’s rich urban tapestry, this landmark blended tradition and modernity, celebrating the Sao Ching Cha font, a typographic homage to Thai Naree script.
Beyond visual appreciation, Future Lab Volume 4 invited visitors to create their own piece of Bangkok’s identity. Collaborating with local brands Yuedpao and ODS, the experience allowed participants to customize t-shirts and badges featuring the iconic font. These exclusive, one-of-a-kind souvenirs transformed Bangkok’s visual language into wearable art, reinforcing a new wave of modern Thai design.
Governor Chadchart Sittipunt emphasized the significance of the installation, noting that over 100,000 pedestrians crossed the Pathumwan Skywalk daily, making this initiative a pivotal cultural statement. Meanwhile, Siam Piwat’s Salawit Suviporn and Yuedpao’s Tonongsak Saeiaw underscored their commitment to innovation, ensuring that Future Lab remained a hub for creative collaboration and immersive experiences.
During the course of the activation, Future Lab Volume 4 saw over 50,000 plus visitors stop by to check out the experiential space and create custom garments. While the latest volume has come to an end, we’re looking forward to seeing what Future Lab comes up with next — in the meantime, take a look at the evolution of the project in the gallery above.
