Central Pattana and Choojai and Friends let Krabi community shape first-ever shopping mall

When Central Pattana, Thailand’s largest retail developer, set out to build the first shopping mall in Krabi, the challenge went beyond architecture. Krabi, famous for its pristine nature, rich culture, and laid-back lifestyle, had never had a mall. To many locals, a new shopping center symbolized everything they wanted to protect their home from – overdevelopment, commercialization, and the erosion of community values.

The question was clear: How could a corporate giant enter this space without disrupting its soul?

Central Pattana, in collaboration with Choojai and Friends, proposed a radical answer: Don’t design a shopping center for Krabi. Design it with Krabi.

Rather than relying on assumptions, the team invited locals to join the creative process — from the concept to the design and communication. They were all asked to share their stories, values, and what “Krabi” means to them. From those conversations came the concept “Made by Krabi”. It reflected a new kind of collaboration, where shopping center would embody the natural beauty, culture, and lifestyle of the province itself to encourage connection and local gathering rather than consumerism.

Even the campaign film followed this philosophy. Instead of casting celebrities or showing polished city lifestyles, Choojai and Friends invited real Krabi residents to be part of the film — speaking in their own voices about their home, their values, and their hopes. It was a gentle, human portrayal of a community shaping its own future — and welcoming modernity on its own terms.

The result was more than positive feedback. The people of Krabi embraced Central as a partner, not an outsider. “Made by Krabi” became the first project in Thailand where a shopping center’s design and communication were truly co-created with local communities. Made by Krabi’ became Thailand’s first shopping center campaign co-created with local communities, setting a new benchmark: progress doesn’t have to replace identity, and even a mall can grow from the heart of its people.

Credits
Client: Central Pattana
Creative Agency: Choojai and Friends
Production House: NAKID Bangkok