BANGKOK: -- The operator of Amarin Plaza has teamed up with Asia Books and S&P Syndicate to add Thailand's biggest foreign book outlet as part of a store facelift.

Rungyos Chantapasa, vice-president for business development with Erawan Ratchaprasong Co, said that the Book Lounge @ Amarin covering 400 square metres would open on the fourth floor of Amarin Plaza next month.

It provides book lovers with more than 150,000 titles of books and magazines with an urban ambience and an aromatic atmosphere with Blue Cup Coffee from S&P Syndicate and other facilities such as WiFi internet.

"The new Book Lounge @Amarin is a great example of our new lifestyle-oriented approach," Mr Rungyos said. "We want to develop a traditional English library with a lifestyle-theme bookstore to become the third place for customers after their house and office."

Apart from the Book Lounge, the company will add more anchors to provide a value-oriented and fun experience in the Ratchaprasong district. They include 700 square metres of adventure sport shops and Breakfast @ Amarin.

It will also join with the Thai Handicraft Trade Association to develop new designs as well as increase the number of Thai handicraft shops by three times from 40 shops at present.

The company will spend about 30 million baht on a minor facelift of its plaza and office building this year. It is expected to complete its store facelift in the first half and aims to double the number of visitors to 40,000 people.

Phumate Manuphibul, managing director of Asia Books Co, said the company spent 20 million baht to open Book Lounge @ Amarin.

"It is the first of its kind for Asia Books to offer up to 150,000 book and magazine titles to customers. You can't find books and magazine titles you want at our 16 Asia Books outlets if you can't find them at Book Lounge," Mr Phumate said.

As all books and magazines at Book Lounge will be previous versions, the company will offer 30-80% discounts for all titles. It will test the concept for about six months and if it is successful, it will open more outlets this year.

Apart from opening its new book concept store at Amarin, Asia Books, also plans to spend 100 million baht this year to open four Asia Books original-format stores in Bangkok.

-- Bangkok Post 2008-02-09