TRUE wins two awards at Retail Asia Awards 2026 for retail excellence

The company transforms telecommunications retail into immersive lifestyle destinations through innovative store design and customer experience.

TRUE won Store Design of the Year (Small) - Thailand and Experiential Retail Store of the Year - Thailand in the Retail Asia Awards 2026. The company earned these accolades for its True Branding Shop at Siam Paragon and the True Alpha Hub, both of which redefine how consumers interact with technology and community spaces.

The True Branding Shop at Siam Paragon serves as an organic innovation landmark in Bangkok. Spanning 512 square metres, the store blends futuristic architectural curves with embedded digital elements to harmonise technology with nature. The interior features soft, continuous curves and digital LED elements recessed into millwork, creating a seamless fusion of physical craftsmanship and digital expression.

This location organises its spatial programme around three primary functions: lifestyle gadget showcases, a community activity zone, and the True Sphere premium member experience. The centrally located Town Hall provides a flexible platform for tech talks, workshops, and exhibitions, whilst the True Sphere area offers high-value customers private service and luxury amenities. By integrating these elements, TRUE establishes a new regional benchmark for immersive telco-retail excellence.

In addition to the Siam Paragon site, the True Alpha Hub in Siam Square functions as a cultural metropolis designed for Generation Alpha. This premier digital-physical destination shifts away from traditional transactions to become a platform of opportunity. It features an interactive facade that allows youth to broadcast their performances live onto the building, validating their digital presence in real time.

The True Alpha Hub operates on a 5G private network integrated with AI to ensure an ultra-low latency environment for professional broadcasting and cloud gaming. The four-level facility includes a green screen studio, themed game pods, and dedicated art labs. Within its first four weeks, the hub achieved 4.7 million TikTok views — which have since grown to 8.5 million TikTok views — and saw 150,000 daily eyeballs via its facade, which led to a 25% surge in store traffic.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].