Managing Director, Central Embassy and Flagship Store Development
As a fourth-generation member of the Chira-thivat family, Barom Bhicharnchitr was bestowed with the challenge of managing Central Embassy, an upgrade project worth more than 18 billion Baht that saw this iconic retail landmark become a centre for inspiring lifestyles, art, fashion and more. Additionally, Barom is responsible for handling Eathai, the mall’s Thai cuisine hub, and Open House, the award-winning co-living space on the sixth floor. This young retail industry executive was also entrusted with developing the project ‘Central: The Original Store’, reimagining this first store of the Central Group as a historical and dynamic cultural centre for the community. In addition, he also established – with passion and determination – the Siwilai brand, which brings fashion and lifestyle brandnames from all over the world to the Siwilai Store, premium quality coffee and beverages to the Siwilai Café, and lends its innate sense of style to the Siwilai City Club and the Siwilai Sound Club.