AWC seeks to transform Asiatique into a family-oriented destination.
SET-listed Asset World Corp (AWC) is planning an 8-billion-baht investment to redevelop Asiatique The Riverfront, transforming it into a family-oriented destination through global intellectual property (IP) brands such as Avatar.Wallapa Traisorat, president and chief executive of AWC, said the company envisions the upgrade as creating a "global hub of experience", building on the site's 224,000 square metres of space.
The company is developing a new attraction dubbed "Avatar: Guardians of Eywa" in collaboration with EMM Williams Productions, featuring immersive experiences and live acrobatic performances that mark the debut of Avatar licensing in Southeast Asia.
The Avatar trilogy by director James Cameron is the world's highest-grossing film trio, generating more than US$6 billion in box office revenue and attracting fans of all ages. This makes it an appropriate theme for a new family attraction at Asiatique, said Mrs Wallapa.
The hospitality arm of AWC follows a similar model, operating hotels under global brands that already have extensive customer databases through their loyalty programmes, she noted.
