Our new series 'Built with Purpose' showcases Frasers Property's journey of value creation across our developments, communities and the real estate sector. These stories demonstrate how our Purpose – Inspiring experiences, creating places for good. – comes to life through the meaningful interplay of people and spaces.
With their notes and laptops strewn in front of them, groups of students can often be seen huddling over tables in Thailand’s shopping malls in the lead-up to examination periods.
Malls have long been preferred venues for study sessions in the country as they not only allow students to escape the heat but also gather with friends, an important source of support and motivation. As remote work became more common, working adults also increasingly turned to them as alternative working spaces.
To those seeking an ideal spot for study, other popular options come with drawbacks: You cannot talk freely in libraries or sit in coffee shops for free – or for long.
So when Frasers Property Thailand (FPT) conceptualised the design for a co-learning space in Samyan Mitrtown, we considered these challenges, while relying on our long-standing approach to real estate: active consultation.
From the outset, our design was guided by what the community wanted and needed.
Understanding the needs of our customers
Samyan Mitrtown, the first mixed-use development on Rama IV Road in Bangkok that houses the co-learning space, is also home to the Singapore Management University’s Overseas Centre and within a downtown city precinct where Thailand’s first institution of higher learning, Chulalongkorn University, resides.
Nearly fully leased and being close to higher learning institutions, Samyan Mitrtown is popular with both working professionals and students, who account for over 80 percent of its visitors.
The popular development embodies the concept of the Urban Life Library, which encompasses the entire spectrum of work, eat, rest and learning, in one destination.
Spanning over 300,000 sqm, Samyan Mitrtown is the first mixed-used development on Rama 4 Road, located in the Samyan district of Bangkok.
By studying the behaviour of these target users, we uncovered two key insights.
First, they crave novelty and a change in scenery from time to time. This means easily switching the environments they work or study in.
Second, lifestyles change and work schedules have become more flexible. While office hours no longer conform to the usual 9am to 6pm, university students are also known to be night owls.
Addressing these needs, our co-learning space C asean Samyan CO-OP is open 24/7, boasting five zones, each with their own unique features and ambience.
For example, the well-lit Focus Zone is a silent area with minimalist furnishing, conducive for those rushing a deadline or mugging up for an upcoming exam. Those who prefer to work with a view would appreciate the Sky Reading Zone, whose full-height windows offer a 180-degree view of the city.
“There are areas for fun, quiet study corners that are not too austere, a coffee shop, and refreshment zones, all designed to balance out-of-class learning and the inspiration of new ideas,” said Piyawan Kattiyakulwanich, Vice-President of Strategic Hotel and Facility Management at Frasers Property Thailand.
We sought feedback from students and also parents had concerns about the safety of the 24/7 space. C asean Samyan CO-OP was designed without any blind spots and equipped with bright lighting and a network of CCTV cameras. All registered members are also required to scan a QR code to enter and exit the premises, which allows for the verification and tracking of movements of persons accessing the space.
Students utilising the space at the Focus Zone for their revision.
More than just a space
Since its opening in 2019, the CO-OP has amassed over 200,000 registered members. It serves 600,000 users annually, 60 per cent of which are students that frequent the six-storey mall. In a continued effort to enhance its vibrancy, we also regularly hold events at the premises.
Together with our strategic partners such as KasikornBank (KBank), we have organised over 430 activities attended by more than 22,000 individuals. They include free calculus exam preparation sessions and a weekly Game Day, where members can play board games for free every Thursday. The space was conceptualised with KBank, strengthened by a common vision to give back to society and the local community.
To foster friendship and a sense of belonging, the space also features a community board, where members can share their thoughts or vote in polls.
Launched in May 2023, Gameday brings together members of the community to bond over a variety of card and board games and build skills related to strategic thinking and teamwork.
Our initiatives have been drawing positive feedback from visitors.
Suankularb Wittayalai School student Teera Sakdasukhon, who visits the CO-OP weekly with a group of about 10 friends, said: “It's an ideal place for studying – easy on the eyes and tranquil, yet not so quiet that it feels lonely. It creates a sense of companionship while studying.
“When we visit, we come as a group. It's incredibly convenient, just a short four-station ride on the MRT from Sanam Chai station near our school to Sam Yan station.”
Another student, Kantapong Horaraung from Chulalongkorn University, said that while there are four to five other public spaces near his university he can study at, the CO-OP is still his top pick for its array of dining options and excellent connectivity to both MRT and BTS lines.
“Whether one needs a quiet reading nook or a meeting room for group discussions, the facility caters to diverse needs. In my opinion, it lacks nothing essential, and there is a comprehensive range of amenities,” he added.
Our efforts continue to yield encouraging outcomes. An evaluation of our Social Return on Investment (SROI) found that for every investment we have made, we generate a return of over 2.5 times for the society and stakeholders involved.
This is testament to the power of listening.
As Piyawan put it: “Listening, when done with sincerity and an open heart, will benefit the development of various aspects of ourselves.”
