Anonymous

26 Sep 2023

Field Notes
Siam Siam


It’s impossible to talk about youth culture in Bangkok without mentioning Siam Square—the city’s perennial hub for Thai youths and a cultural heartbeat for generations.

Over the past few months, our Bangkok office has been researching and uncovering insights for a new development in Siam Square. This marks the first phase of a brand development project in collaboration with a retail property developer in Thailand, where Anonymous is leading the brand strategy, naming, and identity design.


This project is unique to Bangkok because of its location, the aspirations it has, and the people it will serve. Our audience is a new generation of youth—coming of age yet already shaping brand values and cultural shifts. Understanding them is crucial, not just for our client but for an era that demands change, authenticity, and a better future.

To uncover meaningful insights, we’ve been working with a researcher and photographer, interviewing Bangkok’s youth, influential entrepreneurs in art, fashion, and food, as well as travelers.

The work will take a few years before launch, but in the meantime, here are some highlights from our research.

—
Felix Ng
Co-founder, Anonymous
@felix.anonymous

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