Sharing a reputation as fashion and beauty hubs, Bangkok's Siam Square and Seoul's Myeongdong shopping districts now have another thing in common -- a candy-coloured construction emerging on their respective landscapes.
Stylenanda Pink Hotel opened its doors in Myeongdong last year whereas the grand opening of its sister hotel will take place on Thursday in Bangkok.
A crowd is expected to turn up at Siam Square 5, not to book a room but to check-in for a shopping spree.
The quirky pink building is a physical store embracing offline shoppers following Stylenanda's e-commerce success.
Its founder Kim So-hee started selling her second-hand clothes online in 2004 and later opened a cyberstore, whose name refers to "having style".
Opposing a cute and feminine look, Stylenanda differed with a sexy and more edgy image that made its clothing and accessories popular among South Korean fashionistas.
As the total look included make-up, Kim created 3 Concept Eyes (3CE) cosmetics in 2009, so that its followers could also boast fresh and youthful K-Beauty looks.
Under The Mall Group, M Curated brought the high-street fashion and cosmetic brands to Thailand, with a flagship store operating at Emquartier since 2015, followed by a retail space at Siam Paragon and 3CE counters in a few department stores.
With a pink facade, the Stylenanda Pink Hotel-themed store is said to recall The Grand Budapest Hotel in the Wes Anderson movie of the same name.
Checking in on the first floor takes you into a make-up playground that extends to the second floor in housing the 3CE product lines, from cushion foundation and lip marker to face oil and hair/body products, not to mention the cute 3CE X Maison Kitsune collection.
Dubbed the laundry room, the third floor is dedicated to Stylenanda and KKXX, the latter a more punkish clothing line.
On the fourth floor, Pink Pool Café is where you can enjoy refreshing drinks and a sweet serving of candyfloss to refuel the body after climbing the stairs.
K-Beauty and K-Fashion fans are likely to flock to this new pink landmark, for shopping privileges offered at its opening.
So expect extra traffic around the already-heavily congested Siam Square on Thursday evening, when the Stylenanda Pink Hotel Bangkok opens at 6.30pm.
