ACL plans lifestyle complex on Ekamai

ACL plans lifestyle complex on Ekamai

Big plans to expand around the region

KANANA KATHARANGSIPORN

An English businessman has spent more than 100 million baht to develop a lifestyle complex on Ekamai 17 and plans to expand his business to the Sathon area, Phuket, Singapore and Manila within the next few years.

Adam Bryan-Brown, managing director of ACL Enterprise Co Ltd, said the lifestyle complex would be located on a 1.5-rai plot that the company would lease for nine years at a rate of 300,000 baht a month.

With a total area of approximately 3,500 square metres, it will comprise a Mediterranean restaurant, a leisure terrace, coffee shop, lounge, a wine and cigar bar and five private dining rooms.

''Private dining rooms are very popular and successful in Bangkok as people can have private activities such as karaoke,'' he said. ''Besides a list of over 100 menu items, customers in the private dining room can create their own menus as well.''

Mr Bryan-Brown said the Mediterranean restaurant could accommodate 60 to 75 diners. It will offer food from Lebanon, Morocco, Turkey, Italy, Greece, Spain and Cyprus.

There will also be an art gallery with an area of 550 sq m, one of the largest in Bangkok, showcasing contemporary Thai arts and a shopping area with 400 sq m, offering niche brands of a variety of products.

The restaurant and art gallery would open on Jan 3, while the shopping area is set for a grand opening in March, said Mr Bryan-Brown, who also owns a 170 sq m art gallery in the Asok area and sells contemporary Asian arts through artThailand.net.

''There is a lot of investment in condominium developments, which reflects a fast-growing middle and upper-class demographic. People buying a condominium unit have quite a high income and seek a quality lifestyle,'' he said.

He said Ekamai was becoming a more sophisticated extension of nearby Thong Lo. It is a largely popular residential area with both Thais and foreigners.

ACL plans an extensive marketing campaign, including e-mails, celebrity brand ambassadors and newsletters sent to 10,000 potential customers.

The company will also offer Paradox Club membership with four levels to win customer loyalty. Each level _ priced at 4,000, 10,000, 40,000 and 80,000 baht _ will include different discounts, benefits and privileges.

The company expects to recoup its investment within five years, while an operating profit is expected in 2009. It hopes to generate sales of 75 million baht next year, 100 million in 2009 and 150 million in 2010. About 65% will be from restaurants and 35% from retail outlets.