The Furr-mily Mall
The first family retail mall where pets are part of the pack.
BACKGROUND
Thailand’s demographic trend in 2023 revealed a remarkable shift: while the number of newborn babies stood at 470,000, pet adoptions skyrocketed to 4.7 million. This statistic highlights a significant societal transformation, indicating a growing preference for pet companionship over traditional parenthood.
However, despite Thailand’s reputation as a paradise for tourism, the lack of green spaces, especially in urban areas, poses a challenge for pet owners. Additionally, hot weather amplifies the importance of Indoor Spaces, yet pet-friendly infrastructure remains limited and often prioritizes human-centric needs.
THE VISION
While the trend among newly opened malls in Thailand continues to prioritize fashion and tourism-centric shopping experiences, Central Westville dares to challenge the norm to reinforce its leading brand positioning. Recognizing the global trend of pet parenting, we aim to redefine the value of family inclusivity.
Our vision is to establish a landmark destination in western Bangkok that embodies innovation, eco-friendliness, and inclusivity. The mall will proudly boast the largest and most comprehensive pet-friendly facilities, setting a new standard for retail experiences that cater to the evolving lifestyles of modern consumers.
THE IDEA
Central Westville introduces the innovative ‘Furr-mily Mall’ concept. This pet-friendly destination redefines traditional retail by catering to modern families of ‘pet-sumers’. With a semi-outdoor design methodology, it features unique elements like the Outdoor Playground Zone and Rooftop Skyrun. Notably, the mall boasts the largest pet-friendly food destination, ensuring no pet is left out in a limited area like others. Additionally, it offers an early bird café, while night owls can sweat it out in the Late Night Fitness zone, all alongside their furry friends.
Moreover, in collaboration with esteemed retail partners such as Uniqlo, Unicharm, Kimberly Clark, and more, we’ve created a Miniature Mall crafted from recycled retail waste, repurposed into pet houses. The grand opening features an adorable film starring and directed by Pets Influencers. Adding to the excitement, we’ve sent the miniature mall replicas as invitations and giveaways to pet-parent influencers on the grand opening day.
Case VDO
RESULTS
Central Westville’s Furr-mily Mall disrupted the traditional luxury-focused approach of other malls, yielding significant results across various metrics.
On opening day, foot and paw traffic surged to 51,000 visitors, attracting over 200 media figures and more than 50 pet influencers, with an earned media value of 136 million THB. This positive media coverage earned Central Westville and CPN the prestigious “Top 10 Developers Awards 2023” at the BCI ASIA AWARDS.
The campaign reached 21 million people, with 15.3 million video views and 1.9 million engaging moments, complemented by 1.7 million impressions. Positive sentiment towards the brand increased by 41%, with a 96% increase in brand mentions post-grand opening.
Business-wise, Furr-mily Mall’s success propelled CPN’s stock valuation by 5.3% in three weeks, securing the #1 rank among department stores in Thailand. Collaborations with global retail partners enhanced investor confidence, resulting in tangible gains in market share and profitability.
The Film