Groove @centralwOrld reinvents itself as ‘Bangkok’s all-day urban courtyard’, emerging as a new downtown hangout that reflects a global urban lifestyle

• Introduces an all-day urban courtyard model for the first time, designed as a space that supports urban lifestyles from morning to night at the heart of centralwOrld
• Built around three core strategies: 1) targeting the trendsetters, 2) strategic repositioning, 3) dual-tempo experience
• Highlights a refreshed brand lineup featuring First-in-Thailand and new concepts, aligned with a “Glows by day, Flows by night” rhythm from 7:00 a.m. to beyond midnight

Bangkok – Central Pattana plc, the operator of centralwOrld, Bangkok’s global lifestyle landmark, has moved forward with a complete transformation of Groove, repositioning the once talk-of-the-town destination into ‘Bangkok’s all-day urban courtyard’ in response to the evolving lifestyles of modern urban consumers.

The all-day urban courtyard model is designed to support the rhythm of urban life from daytime through evening, combining a relaxed, vibrant, and stylish atmosphere in a single destination. Through this transformation, Groove is positioned as a space for all-day living, whether for breakfast, afternoon coffee, after-work meetups, or evening hangouts, naturally reflecting the character of contemporary urban lifestyles

Three strategies driving the transformation into Bangkok’s all-day urban courtyard, a new downtown hangout

• Targeting trendsetters with multifaceted daily lifestyles, including style-conscious urban professionals, lifestyle and food enthusiasts, and after-work socializers, addressing the demand for a complete, all-in-one urban living destination
• Strategic repositioning from a night-time hangout into an all-day urban destination, supporting modern city life from 7 a.m., from morning workouts, coffee and brunch, and casual meetings or remote work, to evening social gatherings in a more premium setting
• Dual-Tempo Experience designed to support urban lifestyles through two distinct settings, from morning to early evening, focused on active living, wellness, and community building, to nighttime, where Groove’s signature energy is elevated into a more refined social experience

A global phenomenon in food and lifestyle

Groove is currently home to a range of open and operating venues, including ALFRESCO, KOZURI HANDROLL and VE/LA, with several new brands set to open in phases, such as BARTELS, BELGO, LA GAUCHITA, JIAN CHA, KANI TENGOKU, ONIKU TO GOHAN, THE JAPANESE HIGHBALL BAR 1923 and BAAN NOK KHAO KRUNG

Well-known brands with refreshed concepts

Longstanding Groove tenants have returned with updated concepts, including HONOHO, KENSHIN IZAKAYA, REAL PORK and CHONGJAROEN, adding new energy and greater dimension to the space

By bringing together a diverse mix of cuisines, including Thai, Japanese, Mexican, and European, along with First in Thailand offerings and new-concept venues, Groove has emerged as a food and lifestyle destination that clearly reflects the diverse tastes of urban consumers

Another key highlight is the transformation of the space into an indoor glass house that allows natural daylight to flow in during the daytime, creating an open, airy atmosphere with strong visual appeal for photography and content creation. At night, the space shifts to a warmer tone and mood, evoking the feeling of sitting under the open sky, with lighting and glass reflections creating a distinctive character that sets it apart from other lifestyle zones

In addition, Groove plans to further activate the space through lifestyle-driven activities and community initiatives, such as City Glow Club by Groove, designed to connect people through shared interests, experiences, and the use of the space

centralwOrld continues to reinforce its position as a global lifestyle destination in Bangkok’s super core CBD, serving as a key convergence point for urban residents, tourists, and Grade A office communities. Under the management of Central Pattana, the transformation into Bangkok’s all-day urban courtyard aims to generate new quality traffic and elevate the destination into a true “center of life” for modern urban living

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