Central Pattana brings home Retail Asia Awards 2025 for low-carbon mall, international tourist campaigns

It was recognised with the Eco-Friendly Mall of the Year - Thailand and Integrated Campaign of the Year - Thailand accolades.

Retail property developer Central Pattana has been lauded at the prestigious Retail Asia Awards 2025 as the Eco-Friendly Mall of the Year - Thailand for building Thailand’s first prototype semi-outdoor, low-carbon mall, Central Westville.

Central Pattana was also honoured with the Integrated Campaign of the Year - Thailand accolade for its successful campaign in driving mall foot traffic.

Promoting eco-conscious living, reducing carbon emissions

Central Westville sets a new benchmark for future developments at Central Pattana, proving that sustainability and commercial success can go hand-in-hand. Designed as a semi-outdoor, low-carbon mall, it promotes well-being, reduces environmental impact, and encourages eco-conscious behaviour from both businesses and customers.

Blending architecture with nature, it stands as a prototype for responsible, future-ready urban development — a space that responds to climate challenges while enhancing quality of life.

Central Westville is powered by clean energy, including a 2.1 MWp solar panel system across its roof and car park. This reduces electricity usage by over 50% compared to conventional malls and cuts 3,412 tonnes of carbon emissions annually — the equivalent of planting more than 340,000 trees. Energy-efficient systems such as air scrubbers also boost HVAC performance.

Over 75% of the site is dedicated to green open spaces, supporting cleaner air and a healthier visitor experience. Tree planting and sustainable landscaping further enhance local biodiversity.

Sustainability is built into every aspect — from waste separation and recycling to Thailand’s first Drive & Drop Recycle Station. The food court uses biodegradable packaging and even upcycles plastic waste into furniture, setting new standards for eco-conscious retail.

Moreover, Central Westville’s innovative marketing campaign further solidifies its position as an eco- and pet-friendly mall.

The award-winning film "Repurpose ‘Waste’ into Westville" highlights its zero-waste approach. The ad, made with over 300 kilograms of recycled cardboard, features a miniature pet-friendly shopping centre and tells the story through the furry characters Woof and Meow. The campaign reduced waste by 40% and reached 1.9 million people.

“Central Westville represents a significant step forward in reducing carbon emissions, promoting sustainable business practices, and creating an eco-conscious space for all. Its innovative design, green initiatives, and commitment to environmental stewardship make it a model for future sustainable developments,” the company said.

Boosting foot traffic

Meanwhile, to increase foot traffic and customer spending at its 12 major shopping centres located at key tourist destinations across Thailand, Central Pattana facilitated campaigns that combine digital, traditional, experiential, and retail marketing efforts to create a unified and engaging consumer experience.

Customers were engaged through social media platforms, which have been employed heavily to create a strong digital presence, particularly at the pre-arrival and destination arrival stages. On the other hand, offline tactics, such as promotional displays at key touchpoints, face-to-face interactions at redemption counters, and in-store media, ensure customer awareness of offers.

With the different mixture of key targets in each mall, communication barriers between customers and store staff have become a key challenge. Having considered the limitations of manpower’s capabilities, artificial intelligence (AI) translation technology has been utilised at all tourist malls in partnership with Samsung Galaxy AI to facilitate the operation.

For post-arrival, Central Pattana employed personalised online communication, social media sharing, exciting promotions, or targeted ads aimed at creating a more meaningful connection with customers and encouraging repeat visits.

One of Central Pattana’s most remarkable campaigns is the “Tourist Privileges” campaign, which saw over 300% YoY increase in customer participation. It has also generated over 200,000 engagements with over four million impressions. Other successful campaigns include the “Chinese Golden Week” campaign, which has seen a 950% YoY increase in spending with over nine million impressions, as well as the “The Great Celebration” campaign, which has seen spending go up 69% YoY with over 90 million impressions.

“This integrated approach cannot be successful without a deep understanding of customer insight. This data enables the team to better understand the preferences and behaviours of various targeted nationalities; hence, the tourist programmes have been tailored effectively,” the company said.

By aligning the campaigns with key seasonal moments, leveraging data-driven insights, driving buzz via social media, enhancing customers’ experience, and integrating online and offline media, Central Pattana’s tourist traffic has gone up 35% YoY and a 110% YoY uptick in spending in 2024.

Retail Asia Awards recognises outstanding achievements, innovations, and excellence within the retail industry across the Asia-Pacific region.

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 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].