abstract...building case study keywords: economics interior design mixed-use supertall ......

Title: MahaNakhon Observatory: Developing a Tourism Destination forThailand’s Tallest Building | MahaNakhon

Author: Kipsan Beck, Managing Director - MahaNakhon, PACE DevelopmentCorporation Plc.

Subjects: Architectural/DesignBuilding Case Study

Keywords: EconomicsInterior DesignMixed-UseSupertallVertical Transportation

Publication Date: 2016

Original Publication: Cities to Megacities: Shaping Dense Vertical Urbanism

Paper Type: 1. Book chapter/Part chapter2. Journal paper3. Conference proceeding4. Unpublished conference paper5. Magazine article6. Unpublished

© Council on Tall Buildings and Urban Habitat / Kipsan Beck

ctbuh.org/papers

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CTBUH 2016 Shenzhen · Guangzhou · Hong Kong Conference | 2016年CTBUH深圳 · 广州 · 香港国际会议 467

Historically, skyscrapers have often tended to be dedicated to a single function, either commercial, residential or hospitality, for efficiency and simplicity in operation. The outcome of their height reflects both a financial and an emotional value – economics of a vertical rather than horizontal stack to increase profitability for the former – shaping the skyline for the latter.

Beyond the current shift in Asia towards vertical mixed-use developments which address the needs of cities such as Bangkok with 14 million+ inhabitants, developers increasingly are also looking for ways to maximize returns on large size inner city plots. As Thailand’s tallest building, MahaNakhon not only aims to define the skyline and create a beacon of expression for “Bangkok Rising,” but also seeks to maintain an intersection between the city’s most expensive residential property with public access and involvement.

The trend towards observatories where the height is sold as entertainment on a visitor-by-visitor basis represents a new revenue stream and also a way to engage with the city itself, as well as an increased challenge in terms of design and operation of the building, particularly for slender super tall towers such as MahaNakhon.

As Thailand’s tallest building, MahaNakhon seeks to redefine the skyline and create a beacon of expression for Thailand with the positioning of “Bangkok Rising.” Developer PACE also wishes to maintain an intersection between the city’s most expensive residential property together with public access, community and involvement. Alongside core residential, hospitality, and retail elements, MahaNakhon Observatory – where height is sold as entertainment on a visitor-by-visitor basis – represents a new revenue stream and also a way to engage with the city itself, as well as an increased challenge in terms of design and operation of the building. Developed from the onset rather than as an addition, the observatory aims to be a major tourist attraction for Bangkok when open in early 2017.

Keywords: Bangkok, Development, MahaNakhon, Observatory, Supertall, Thailand

作为泰国最高的建筑，MahaNakhon想要重新定义曼谷的天际线，并创造象征泰国繁荣发展的灯塔。PACE作为开发商同样寄望于能保持曼谷最贵的住宅公寓地产和公众、社会之间的联系。除了核心的公寓、酒店服务和零售业务，MahaNakhon观景台将利用其高度，依据游客偏好而打造的营利性娱乐景观，并以此加强和城市本身的联系。正因如此，也加大了楼体设计和施工的难度。从项目之初就着手准备比后期附加建设要有更多的优势。观景台将成为2017年初曼谷最热门的旅游目的地。

关键词：曼谷、开发、MahaNakhon、观景台、超高层建筑、泰国

Abstract | 摘要Kipsan Beck Managing Director - MahaNakhon MahaNakhon项目常务董事 PACE Development Corporation PACE 发展有限公司 Bangkok, Thailand | 曼谷，泰国

Kipsan Beck has more than 20 years of working experience including marketing, retail and strategic planning in property development. He is the former VP - Marketing of Raimon Land, Marketing Director of Gaysorn Shopping Center and former Chief Marketing Officer of PACE, where he helped build the firm to be an award winning leader in Thailand’s high-end real estate sector. As Managing Director of the MahaNakkhon development, he is responsible for operations of the tower and observatory. Kipsan holds a Bachelors of Commerce and MBA (Finance).

Kipsan Beck在房地产开发上有超过20年的工作经验，从业经历包括市场营销、零售和地产战略开发等。他曾出任Raimon Land市场部副总裁、Gaysorn购物中心市场部总监、PACE市场部总裁，他曾帮助PACE建立了坚实的基础，使其在泰国房地产界成为高端房产的代表企业。作为MahaNakhon项目的常务董事，他主要负责塔楼和观景台的运营工作。Kipsan Beck拥有经济学士学位和金融工商管理硕士学位。

MahaNakhon Observatory: Developing a Tourism Destination for Thailand’s Tallest Building | MahaNakhon观景台: 为泰国最高楼打造热门旅游景点

历史上，摩天大楼常专注于运营管理的高效简单性而常常服务于单一的目的，如商业用楼、居民住宅楼或是酒店服务业。楼高在一定程度上反映了其在金融经济上的影响深度甚至要多于利益上的考量，因为摩天大楼定义了都市的天际线并融入了情感价值。

伴随着目前亚洲城市纵项多元化的发展变化，像曼谷这样拥有1400多万居住人口的都市，越来越多的开发商也在通过各种方法试图从城中大面积地块中获取更丰厚的利益回报。MahaNakhon作为泰国最高的建筑，它的目标不仅仅限于重定义曼谷的天际线或是建成一座象征着曼谷繁荣的灯塔，而同时也成为了衔接城市最高价住宅与公共人群的都市生活桥梁。

观景台的发展模式一般是利用它的高度优势打造一个为观光游客服务的娱乐性平台。它在创造了新的收入来源模式的前提下更加强了自身与其所在城市的联结，同时更是对于MahaNakhon这类纤细却高耸的超级摩天大楼于设计和运营上提出了很大的挑战。

Hedrick-Wong和Desmond Choong于2015年的文章中提到，由万事达信用卡评选出的亚太地区城市排名第一的建筑，其每年吸引了将近2200万的游客。其楼体潜力不仅限于出售门票和纪念品所带来的收益，更可以将整个综合性用楼置

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468 Economic and Other Reflections on Height | 高度对经济及其它因素的影响

Figure 1. Bangkok map (Source: PACE Development PLC)图1. 曼谷地图（来源：PACE 发展有限公司）

In the city ranked #1 by Mastercard in Asia-Pacific, attracting almost 22m tourists annually (Hedrick-Wong and Choong, 2015) the potential not only to generate income from the entrance fees and souvenir sales, but also to engage and position the entire mixed-use development at the forefront of Thai design is why MahaNakhon’s highest floors have been set aside for public, rather than private use.

MahaNakhon features an observatory included in the program from the design brief phase rather than added at the end, and 6 months prior to official opening, PACE Development are aiming to ensure that the external challenges of doing business in Bangkok – from traffic to monsoon rains – have been considered and allowed for within the building space.

Why High?

The desire to see as much of the world as possible likely begins for every child as they are held on their parent’s shoulders, offering a view far beyond what would be otherwise within their diminutive stature to enjoy themselves.

Fast forward to adulthood, and whether from balloon, a snow covered mountain peak or looking out the window of a plane or building, it remains part of the human condition to be able to see and sense things that would otherwise be beyond reach.

For a skyscraper, the benefits aren’t just what can be seen from its height. In a city like

Bangkok, the land prices in the inner city – the main area where mass transit systems exist and where business, hotel, retail and civic spaces are most strongly concentrated – virtually dictate that any new building will maximize the allowable area – 10:1 GFA:land area – and complying with various regulations on setback and street access – meaning a vertical structure. Additionally, the street life for which Bangkok is most famous does have its drawbacks: noise pollution, air pollution, and visual pollution. Being able to climb above that, particularly on a site large enough to allow the tower to be offset away from the street, enables residents to enjoy both the physical proximity and connection to the life of the city, while being far enough away from it to be able to embrace quietness, natural breezes, and privacy.

About MahaNakhon

MahaNakhon is located directly in front of the Chongnonsi BTS Station, part of Bangkok’s mass transit system which wraps around the city including out to the main airport, with further expansions planned to include surrounding provinces and main suburbs. The Sathorn-Silom neighborhood is known as “embassy row,” housing not only the majority of most of the city’s embassies but also the largest concentration of high-rise office buildings. Nearby residential towers, hotels and a selection of retail both standalone and in community shopping centers provide a focal point for the city (Figure 1).

于泰国设计业的前沿，这也就是为什么MahaNakhon顶部被设计为公众开放区域，而非私人用途的原因。

MahaNakhon拥有观景台的概念于设计初稿中就一直存在，而非完工时的兴起之作。而PACE作为该项目的开发商，将于楼体允许的范围内，在其正式开业前6个月致力于优化其外部环境，以对应曼谷的交通以及降雨，使其能随时满足客户的需求。

为何高？

渴望看到尽可能多、尽可能远的世界大概是孩子们爬上父母肩膀最开始的原因。能够看得更远，总是能给孩子们这般小小的身体内带来巨大的喜悦。

当我们成年以后，无论是从热气球上，从白雪皑皑的山顶上亦或是从飞机或大楼的窗口向外远眺的时候，我们始终都可以感到人类对远方以及对感知那些遥不可及事物的渴望。

对于一幢摩天大楼来说，能从其高度看见什么并不是其唯一的价值。如曼谷这样的城市，其市内主要区域都有公共交通系统覆盖，商务、酒店、零售以及是公共空间高度集中，这几乎决定了任何新兴建筑都将向纵向发展，并必须最大化的利用其10：1的最大容积率，同时还要遵守各类地界以及街道出入口的规章制度。另外，曼谷虽以街市文化而非常出名，但同时也存在着各种问题。例如：噪声污染、空气污染、视觉污染等。所以在都市生活中，摩天大楼能够给人们提供一个足够的高度远离街市，使住户得到身心上得到放松和享受舒适，拥抱自然的宁静和微风，享有独立隐秘空间的同时又能感受到都市气息。

关于MAHANAKHON

MahaNakhon位于BTS轻轨站Chongnonsi的正前方，而轻轨作为曼谷最主要的交通方式，四通八达，其中包括去往机场的主线，以及计划扩建的可至曼谷周边地区和其它府城的线路。沙吞（Sathorn）和是隆（Silom）一带以使馆区闻名。大多数房屋不仅提供给使馆办公和使馆员工居住，同时这一区也聚集了大量高层办公楼。附近的住宅楼、酒店、独立的零售店铺和社区购物中心，构成了一座城市的中心区域（图1）。

MahaNakhon的综合应用反映出一个单一用途的建筑是无法最大限度的体现该房产的全部优势的。



MahaNakhon’s mixed-use program reflects that a single-use building would not be able to take full advantage of the site.

Retail maximizes the prime location next to the BTS, but can only sustain a few floors and needs to be pushed to the front of the site, connecting directly the street and BTS (Figure 2).

A supertall needs to be pushed to the back of the site both at the top and the footprint on which it sits to maximize height, privacy and views, and to comply with Thai regulations.

The Edition international brand hotel, chosen for its strong brand identity, adds greatly to the functionality of the building, supporting both residences, retail and the overall development, but by virtue of its boutique format is best kept to around 150 keys in the lower portion of the tower.

The Ritz-Carlton Residences generate the highest returns and through sales provide cash flow and the exit strategy for the developer, but few owners would wish to live on floors below level 20. Further, Ritz-Carlton guidelines dictate that the overall building should have around 200 Residences only (Figure 3).

Thai building regulations require a certain amount of green space, concentrated into an open plaza on the ground level.

Thus the only question left really is what to do with the most prime element in the tower: the top floors. Sell it as a residence or operate it – and if operating – operate as what?

Given the initial concept of MahaNakhon – a reflection of Bangkok Rising, metaphorically as well as literally, into the sky – selling the space as a unique penthouse would be financially simple, but would effectively cut off the connection of the top of the tower with the city and its people.

PACE Development Corporation is a publically listed company, with a background of creating design driven high-end residential developments in prime inner city locations. While MahaNakhon is built for the purpose of profit, a building that is the landmark of a city should be able to achieve both societal and financial objectives; it should be able to be touched, enjoyed and experienced by the public. Therefore, the decision was made to share that space in a financially viable sustainable way, as a revenue generating space.

Other towers have chosen to include restaurants rather than observatories; for MahaNakhon the large amount of retail and restaurants located at the base and the logistics of moving ingredients up the building and taking waste back down would be difficult to manage within the core of the tower.

零售业可以最大限度的利用BTS轻轨旁的黄金地段。但也仅限于少数几层临街或与轻轨站直接相邻的地方（图2）。

项目主楼部分设计建在项目整体的后部，以便保证能在符合泰国各项规定的同时达到建筑规划的最高高度，这样才能满足住户的私密性及最佳风景观赏性。

Edition国际品牌酒店以其强大的品牌力入选整个项目，在提高建筑本体实用性的基础上更大力增加辅助了公寓、零售及项目整体的开发建设。而该精品式的酒店模式的优势将处于整个塔楼的较低楼层部分，并将客房数量控制于150间以内。

丽思卡尔顿酒店式公寓在创造最高回报的同时，通过销售为开发商带来现金流，并提供了理想的退出策略，而有些业主甚至希望能够住在低于20层的楼层。此外，根据丽思卡尔顿的品牌指导方针中规定，整个大楼的居住单元数量应该限制于200户左右（图3）。

泰国建筑规定，大楼要配备一定面积的绿化带，因此主楼前部被设计为了开放式的露天广场。

因此，遗留下来的唯一问题就是整个塔楼的首要元素——顶楼。是应该作为住宅卖掉，还是自主经营？如果自主经营，又要以怎样的经营模式发展呢？

从MahaNakhon最初的设计理念出发，它突破天际的楼体设计，象征着曼谷的繁荣

Figure 2. Retail CUBE connection to BTS system with media wall (Source: PACE Development PLC)图2. CUBE和BTS天铁系统相接，外部电视墙（来源：PACE 发展有限公司）

Figure 3. The Ritz-Carlton Residences, Bangkok (Source: PACE Development PLC)图3. 曼谷丽思卡奇顿公寓（来源：PACE 发展有限公司）



The building was announced in 2010, commenced construction in 2011 and is complete as of 2016 (Figure 4). At the time of announcement until now, MahaNakhon remains the only observation deck in Bangkok that was planned rather than added to the program.

External Factors For The Observatory

The Market: Bangkok attracts 18.24m overnight tourists annually (Hedrick-Wong and Desmond Choong, 2015), with the largest numbers coming from China, India and surrounding Southeast Asian countries, spending USD $12.36b in the process. The city currently has a few rooftop facilities, mostly integrated restaurants, but no specific dedicated observatory comparable to benchmarks such as One World Observatory, New York; Sky Tree, Tokyo; Burj Khalifa, UAE; or Canton Tower, China.

PACE forecasts that the majority of visitors will be international, comprising both tour groups and individual tourists. For Thais, attractions such as major shopping centers, riverside promenades and even the Suvarnbhumi International Airport have proven to be highly sought after places to visit, with the new social media Instagram culture, and it is hoped this will continue with MahaNakhon, so far proven through the success of the retail elements already open. Further, the local market includes the entire country of 68 million people, not just the approximately 15m Thais who live in the Bangkok metropolitan area.

Therefore, the target of the observatory is to reach a steady and constant number of guests every day, similar to other observatories, from around the globe.

Access: Within the city, placement next to the BTS is a driving factor for success. Bangkok’s reputation as one of the most congested cities in the world is a function of a lack of roadways – the BTS, Airport Link, MRT and BRT are all now able to bring people across the city above or below those busy roads. This mass transit network is constantly growing, and by 2018 will see MahaNakhon and the inner city more easily accessible for both locals and international individual visitor markets.

The Weather: Bangkok’s temperature reaches 35–40 degrees Celsius (11:00a.m. – 4:00p.m.) from March to August. The region has a reasonably predictable tropical monsoon season when heavy rains hit the city most

发展。因此把顶楼设计成别具一格空中阁楼售出而获得利润将十分容易，但是这样做的结果将是斩断了楼体和其城市以及人群的联系。

PACE 发展有限股份公司是一家上市公司，以其专业的房产背景，于市中心高端区域开发设计独到的高端住宅项目。当然，MahaNakhon虽以营利为目的而建造，但作为整个城市的地标性建筑，应同时实现其社会以及其经济价值。从这些方面来讲，它必然会是触手可及并贴近公众生活的。因此，公司决定将顶楼空间发展为经济上可持续发展并获得稳定收入的项目。

其它塔楼的观景台常建有餐厅等配套服务。而MahaNakhon则把大量的零售以及餐饮区域放在塔楼的底部，以免去食材运送和废料处理上的麻烦，降低塔楼核心运营的难度。

大楼设计最初于2010 年发布，2011年动工建设，预计竣工时间为2016年 (图4)。从楼体设计发布发表至今，MahaNakhon观景台自始至终都存在于楼体设计当中，而非临时添加而为。

Figure 4. MahaNakhon construction taken in early 2016 (Source: PACE Development PLC)图4. 2016年初MahaNakhon动工（来源：PACE 发展有限公司）

建设观景台的外部动因

市场因素：曼谷每年会吸引将近1824 万的游客(Hedrick-Wong and Desmond Choong, 2015)，其中绝大部分游客来自中国、印度及周边东南亚国家，消费达123.6 亿美元。曼谷目前仅有的顶楼设施基本是高空餐厅的形式，还没有可以与纽约世贸一号、东京晴空塔、阿联酋哈里法塔及中国广州电视塔相媲美的观景台。

PACE 预计国际游客在访客人数中会占大部分比例，其中包括旅游团和自助游。对于泰国人来说，像购物中心、湄南河畔、甚至素万那普国际机场都是游客的聚集地。得益于当下的新社交媒体软件Instagram的热潮，目前在已经开放的零售部分已经取得显著效果，而MahaNakhon也将会在其中获益。加之当地市场的推广范围将不仅仅局限于居住在曼谷的1500万泰国人，而是面向全国的6800万人。

因此，曼谷观景台的市场目标与世界各地的一样，旨在将每天的客流量保持在一个稳定持久的数据上。

途径：地处BTS轻轨附近将会是成功的决定性因素。由于缺乏道路建设，曼谷交通拥挤是世界闻名。而曼谷的BTS轻轨，机场快轨，MRT地铁及BRT 公交快线四通八达，有效地帮助人们避开了最拥挤的路段。在现今交通网络的持续发展下，预



afternoons and early evenings from July to October. Lightning storms affect Bangkok around 3–4 months per year. Outside of these times however, particularly in the early morning and dusk to evening, the tropical climate allows year round access in temperate conditions. Therefore, creating an attraction which works both during rain and shine is critical to financial success and customer satisfaction. Unlike Hong Kong the number of misty days remains very low.

Positioning

MahaNakhon itself represents Bangkok Rising, so it is fitting that the observatory should be the culmination of that positioning, literally at the top of the city. However, the tallest height is not the sole underlying reason that the observatory attracts visitors.

Rather, with height comes views across the area, a sprawling flat metropolis on a plain. The Chao Phraya River cuts through the middle of the city, winding its way to the Gulf of Thailand, and to the north and west the hills that define the basin in which Bangkok rests are visible in the distance (Figure 5). Close up, the inner city location gives a way to look across the cityscape in all directions, seeing the city development up close along with large green spaces such as Lumpini Park and Bang Kachao Reserve (Figure 6).

Eventually, every tallest tower one day will lose that ranking – globally, by country, by city. To complement the views, MahaNakhon Observatory also aims to provide a single minded Thai showcase of the best in Thailand, through an exhibition and integrated retail

计在2018年，无论是当地居民还是国际旅客都将可以通过更加便捷的方式到达MahaNakhon及曼谷市中心区域。

气候：每年的3月至8月，曼谷的平均气温维持在35-40 摄氏度（上午11:00至下午4:00）。 7月到10月期间，呈现出热带季风气候，大雨多发于下午至傍晚时刻。暴雨每年侵袭曼谷的时间平均持续3-4个月。除此以外的时间，热带气候特性使得全年气温在清晨和黄昏至晚上维持在温和、舒适的温度。因此，要设计建造一个可以在雨季和晴天都能使用的观光点是实现经济收益并且满足顾客需求的关键点。这跟香港的少雾多晴天的气候特点完全不同。

市场定位

MahaNakhon象征着曼谷的繁荣和发展，顶楼观景台将代表城市的最高点作为其市场定位。尽管如此，观景台的高度并不是吸引游客的唯一原因。

从高处远眺过整座城市，湄南河将广阔的平原城市一分为二，然后奔向泰国湾。以北面和西面的山峰为界，曼谷的全貌尽收

Figure 5. View across Bangkok City (daytime) (Source: PACE Development PLC)图5. 曼谷城市景色（白天）（来源：PACE 发展有限公司）

眼底 (图5)。城市中间的地理位置，可以让人们从不同方向观察城市的边缘线，欣赏到城市的发展变化；放眼近处，同时又置身于大面积绿化带之中，例如临近的Lumpini公园和Bang Kachao自然保护区(图6)。

每个高塔终有一天都会失去其排名，无论世界的，国家的，甚至是城市的排名。为了弥补观景的单一性，MahaNakhon观景台会打造一个泰国最好的泰国文化特色陈列柜，有效结合零售区域以及餐饮，让每位游客都可以既能亲眼见证曼谷的繁荣发展，又能把这种持续的变化变成收藏带回家。

因此观景台的建设是整个MahaNakhon项目的一个组成部分，直接和城市联结，这是以往的项目所不具备的。

项目

与曼谷其它有顶楼设施的塔楼建筑不同，PACE的优势在于从项目最开始，建设观景台就是计划的一部分，它是为了接待到观景台游览的游客所设计的(图7)。

Figure 6. View across Bangkok during evening (Source: PACE Development PLC)图6. 曼谷城市夜景（来源：PACE 发展有限公司）



space where every visitor also sees and can take home a piece of “Bangkok Rising,” which is ever changing.

The observatory is thus fully integrated into the overall MahaNakhon program and connects directly to the city in a way not previously seen.

Program

Unlike the other towers in Bangkok with rooftop facilities, PACE had the advantage of always intending to build an observatory; the building is designed to handle observatory visitors (Figure 7).

Several challenges included:

• Integrating the high footfall of the observatory with the exclusivity and privacy desired by hotel and residence owners

• Handling tour groups who arrive in large numbers via tour buses, which require

项目中的挑战：

· 高客流量的观景台与酒店住宅业主的专属权及私密性之间的结合

· 以有限的停车位来接待大批旅游团以及乘坐观光巴士前来的大批游客。

· 应对顶楼不能开放的情况

· 如可整合酒吧和观景台的运营管理

· 如何整合观景台与MahaNakhon其它的组成部分

· 确保使用材料和技术工艺的适应性和灵活性，于正常开放运营时候也可以在需要的情况下做出相应的调整和维护。

· 个专属的中央电梯会直达顶层，把游客和公寓业主及酒店客人进行有效的隔离。同时，对客流量进行谨慎的计划和控制，确保平稳的客流量，这也是把大楼与BTS轻轨交通系统联结的好处之一。

票价和运营时间还有项目本身的运营情况可以保证游览者除了欣赏观景台的风景之外，还可以发现这幢大楼其它方面的价值。例

Figure 7. MahaNakhon & Observatory (Source: PACE Development PLC / Buro Ole Scheeren)图7. MahaNakhon 和观景台（来源：PACE 发展有限公司/ Buro Ole Scheeren）

parking and support, plus limited onsite parking

• Handling days when the rooftop cannot open

• Integrating the bar and observatory operations

• Integrating the observatory and the rest of MahaNakhon

• Ensuring materials and technology remains adaptable and flexible, with ability to make changes and address maintenance while remaining open for operations

A dedicated lift core solely for the top floors completely segregates guests from the Residence owners and Hotel guests, and careful traffic planning will aim to ensure smooth traffic flow, coupled with the benefits of linking to the mass transit BTS system.

Ticket pricing and time of operations as well as the actual program itself aims to ensure that the visitor who would most enjoy the



如：零售、媒体墙、酒店、露天广场等等的设施。

通过对客流量的研究预计每天参观观景台人数将在4500人左右。PACE也在花时间研究容易造成游客拥堵的时间段，以便能帮助缓解和控制客流量，确保向游客提供安全且满意的服务。

首层客人们可以乘坐BTS天铁， BRT 公交快线，自驾或者观光巴士到达，步行穿过一个充满艺术气息和活动设施的露天广场，经过DEAN & DELUCA咖啡旗舰店，就能看到位于塔底层的售票窗口。有两部升降电梯可以同时为特殊票种或酒吧客人提供优先进入权。观景台的入口和Edition酒店及公寓大堂是完全独立的 (图8)。

观景台门票可以通过网络、旅行社或到现场购买，并选择游览日期及时间。在天气允许的情况下凭票可以通往观景台以及其附属酒吧观光消费。

Figure 8. Looking across the plaza towards the observatory & hotel entrance (Source: Buro Ole Scheeren)图8. 从露天广场面向观景台和酒店入口（来源：Buro Ole Scheeren）

Figure 9. Spiral stairs and hydraulic lift accessing floors above (Source: Buro Ole Scheeren)图9. 螺旋楼梯及液压升降机进入上层楼层（来源：Buro Ole Scheeren）

observatory will also see value in other elements of the property – retail, media wall, hotel, plaza installations, etc.

Traffic studies indicate a sweet spot in terms of queuing around 4,500 visitors per day, and PACE has spent time analyzing where the likely jams would occur in order to alleviate and manage the flow for safety and satisfaction.

Ground: Guests arrive either by BTS, BRT, car or tour bus and walk across a large inviting open plaza area, featuring art and event installations, passing by the large flagship Dean & DeLuca café before making their way to the ticket counter, which occupies the base of the tower. Queuing for the 2 lifts begins here, with priority access for specific ticket types and bar guests. The entrance for the observatory is completely separate from the Edition Hotel and residence lobbies (Figure 8).

Tickets will be sold using time of day, online, via tour operators, and for walk-ins, to view the observatory, with add-ons for the bar and the top rooftop, weather permitting. A single service lift also provides access to the observatory.

Level 74: 2 high-speed lifts accommodating 22 guests each take 45 seconds to reach the 74th floor which is at a height of around 290 meters. This is the main floor where visitors can walk around and see 360 degree views of the city. Because MahaNakhon is located in the heart of Bangkok, the city wraps around all angles, giving no single best view. Information and electronic support provide additional elements for visitors to learn more about the city – past, present and future – all wrapped under the theme of Bangkok Rising. Walking around the space, a one-way escalator takes the visitors one floor higher against the glass.

Level 75: This is a transfer floor, guests wishing to head back down can do so here, thus ensuring that people in the lift are not entering and exiting on the same floor. There is also an enclosed glass air-conditioned spiral staircase and lift taking them to the sky bar and the rooftop, with sufficient space to manage queues in both directions (Figure 9).

Level 76/77: The Bar occupies almost the entire floor and additional mezzanine, serving drinks at the highest point in Bangkok. Open in the evening, this will be operated by The Edition and access will be by reservation, since seating is restricted.

另外还有一部独立的服务电梯也可以直接到达观景台。

74层两部高速电梯可在45秒内轻松把22名客人送到距离地面290米的74层，该层是供游客360度观赏城市风景的主要楼层。因为MahaNakhon地处曼谷市中心，在这里可以供游客从不同角度观赏最好的风景。宣传栏与电子解说设备会帮游客了解更多关于这座城市的历史变迁以及未来的发展规划。浏览一圈过后，游客可以通过一座靠窗的电动扶梯到达更高一层。

75层为了能更好的控制客流，不发生上下客梯的冲突，客人可以在75层选择乘坐电梯下楼。该层同样为玻璃落地窗密封空间，配有空调以及旋转楼梯，客人同样可以从这里直达空中酒吧和顶楼，无论上下，该层都拥有足够大的空间足够游客使用（图9）。



76和77层酒吧几乎占据了整层楼的空间，另外还有一个附加阁楼，成为了曼谷最高的休闲酒吧。酒吧的运营将由Edition团队负责，而因为座位有限，客人要通过预约才可进入。

78层在天气允许的条件下，顶楼可以开放供游客体验曼谷的制高点，顶楼周边有玻璃墙包围 (图10)。而独特设计的空中托盘，可让游客站在天空中。夜晚，通过酒吧同样可以进入楼顶区域 (图11)。

2,3,4层从观景台下楼，出口设置在4楼。客人可以通过设置在该层以及三楼的展示柜，以互动的方式学习欣赏关于泰国文化的陈列和简介。通过运用科技手段和物理特性等

Level 78: When weather permits, the rooftop provides the highest point in Bangkok to experience the city, wrapped in glass on all sides (Figure 10). The unique feature is the sky tray, enabling visitors to stand on the sky. During the evening, the Bar will also provide access to the rooftop space (Figure 11).

Levels 2, 3, and 4: Having exited on level 4, guests then walk through a series of displays and experiences over three floors that showcase the best of Thailand and Thai culture, yet in a design-driven and interactive way. Using technology combined with physical props and elements, the purpose is ”edutainment” – the original thinking of a museum or exhibition was modified as the building construction progressed to take into account today’s selfie generation. Retail experience links seamlessly to what the visitor sees, tastes, hears and experiences, meaning they can take a piece of MahaNakhon back with them when they leave.

The constraint is at the top, so while the time spent at the top is the wow factor, the 4, 3, 2 spiral walkthrough is the content and context of the visit. By linking the retail and the curated exhibition elements in a constantly changing seasonal display, we expect to see repeat visitors who see something different each time that they visit.

The 4, 3, 2 space also includes amenities such as rest rooms and seating areas, with a Thai themed food and beverage offering to support and encourage guests to stay, after which they finally ride the last escalators back down and end up exiting where they started on the ground floor.

Financials

The main sources of revenue are:

• Tickets sales – group, individual, business groups, students

• Ticket upgrades – priority queuing, bar access, sky deck

• Food & beverage – bar, restaurants

• Souvenirs – elements to take home

• Events, entertainment – integration with film, TV, activities

• Indirect – increased revenue to rest of program (e.g., hotel, retail, etc)

Figure 10. Observatory and Sky Tray under construction. Picture taken early 2016 (Source: PACE Development PLC)图10. 观景台和空中托盘在建图片，摄于2016年初（来源：PACE 发展有限公司）

Figure 11. Sky Tray and views (Source: Buro Ole Scheeren)图11. 空中托盘层景（来源：Buro Ole Scheeren）

因素，达到寓教于乐的目的。最开始关于博物馆和展览的概念和想法，随着大楼建筑进程的推进而发生了变化。由于意识到如今的自拍潮流，结合零售业的经验游客需要靠视觉、味觉、以及听觉等感知渠道获取对产品的认识和理解，也就是说客人们可以通过一系列体验互动，最终带着MahaNakhon的一部分（照片、视频或纪念品）离开。

虽然在顶楼度过的时间是最让人难忘的部分，但是在4、3、2层盘旋走下来的过程也是观光体验中的精彩部分。根据零售经验配合季节性变化因素来策划展览，我们希望能让重复游览者每次到访都能有不一样的游览体验。

4、3、2层的空间也建有许多便利设施，例如洗手间和休息区。这里也提供泰国主



题食物和饮品，希望能让游客多多驻足。最终，游客将乘坐最后一道扶梯回到1层的入口处。

经济收入

主要的收入来源包括：

· 门票收入－团队游客、散客以及商务团队和学生

· 门票升等－优先排队权、进入酒吧消费、天台

· 餐饮－酒吧、餐厅

· 纪念品－可以带回家的元素

· 活动及其它娱乐项目－和电影、电视以及其它活动相结合

· 间接收入－带动其它项目的盈利（例如酒店收入等）

以3年内每天接待4500名游客为准，仅观景台的总收入将达到15亿泰铢（4500万美元）左右。

MahaNakhon整个项目的投资大约220亿泰铢（5亿美元），其中包括公寓住宅（60%）、酒店（25%）、零售和观景台（15%）。来自于观景台及相关的零售收入将成为整个项目源源不断的收益，并成为整个项目中盈利性最高的部分。

另外，观景台带来的大量客流将是整个大楼最令人瞩目的地方。比起露天广场和零售部分，观景台将是公众最愿意体验的部分。因此，保证它的长期成功的运营会是MahaNakhon品牌成功的一个关键。

平衡一体化

所有观景台都面临相同的货物运输挑战。而其中的佼佼者往往能很好的平衡市场号召力和其真实内涵。

不像帝国大厦，MahaNakhon是一个新建的建筑，并没有如帝国大厦般长达80年的历史影响力。

泰国最受欢迎的购物中心暹罗百丽宫的访客数量和泰国国家博物馆访客数量相比可发现，以创建一个完全文化体验为初衷的项目是非常有价值的，但是这个发展模式并不适用以商业目的为目标的企业。

这两者的共同点是曼谷，它们都通过楼身的设计映射出了曼谷这座城市的发展历程。不管是观景台还是MahaNakhon大楼总体来讲都是以教育和体验因素作为设计的重点，同时也要保持娱乐性。

Figure 12. MahaNakhon façade and pixelation (Source: PACE Developent PLC)图12. MahaNakhon正面及像素造型（来源：PACE 发展有限公司）

Projections based on year 3 target of 4,500 visitors per day indicate that total revenues would be generating around 1.5b THB (45m USD) for the observatory element of the property.

Given a total project investment of around 22b THB (500m USD) for the entire MahaNakhon development, comprising Residences (60%), Hotel (25%), and Retail and Observatory (15%), the financial performance of the observation deck and associated retail is a recurring income stream which actually is one of the most profitable elements of the entire property.

In addition, the observatory is the highest trafficked and most visible element of the

building, and the one part, other than the plaza/retail elements, that the public can experience should they wish. Therefore, ensuring its longevity and success long-term is critical for the success of the brand of MahaNakhon.

Balance & Integration

All observation decks face the same logistics challenges, and the best usually carefully tread the line between mass market appeal and genuine content.

Unlike the Empire State Building, MahaNakhon itself is a newly built structure,



without 80 years of history, film and awareness to draw from.

Visitor numbers at Siam Paragon, Thailand’s most popular shopping center vs. Thailand’s National Museum indicate that while the initial aim to create a culturally fulfilling experience is a worthy one, it may not be supported by footfall of a more commercially orientated enterprise. Also, there are some major gaps in terms of what a Thai cultural experience means – for a Thai from Phuket that is very different to a Chinese tour group visiting Thailand for the first time.

The commonality is Bangkok, the development of the city, and the mirroring of that development with the design of the tower. The aim of the observatory and MahaNakhon overall is therefore to bring the element of education and experience of the design while also remaining enjoyable.

This means providing each visitor with a cohesive and simple story that describes the link of MahaNakhon to Bangkok, the role of Bangkok within Thailand from past to future, Thai food within the observatory experience as well as within the entire property, plus numerous opportunities to take part of

因此我们要为游客们刻画一个简单的故事，去描绘MahaNakhon与曼谷这座城市的共生性，以及曼谷这座城市在泰国从过去到未来发展中的重要性。泰国食物同样也是游客在观景台体验整个游览项目的一部分，与此同时，还可以通过拍照、视频或是挑选纪念品把这份体验带回家。

和城市文化的连结也是非常重要的。泰国本身就是一个多元化国家，例如寺庙文化、游船、河岸文化、神殿、街头餐饮和购物、主题公园、博物馆和娱乐表演等。同时也有许多独特的旅游体验，例如歌舞表演、另类表演、动物园、水上公园、高尔夫球场和购物中心等。曼谷拥有相当高的客流量，同时也是竞争非常激烈的旅游目的地。

其它的开发商已经意识到就算在项目完成后添加顶楼设施依然可以为自己带来利润。因此泰国今后有可能出现更多的观景台甚至更高的塔楼。

从最开始就专注于观景台的设计对于MahaNakhon整个项目来说都是一个独特的经历，PACE致力于把这个大楼塑造成一个永不褪色的曼谷繁荣发展的象征，是泰国民众的骄傲，所以要确保观景台始终是游客在天使之城一定要到访的目的地（图12）。

that home whether as pictures, video or physical souvenirs.

Integration with the city is also important – there are already culturally significant elements in the city worthy of any visit: temples, boats, river life, shrines, street dining & shopping, parks, museums, shows – as well as the more typical tourist experiences – cabaret shows, shows of another kind, zoos, water parks, golf courses, and shopping centers. Despite the high tourism numbers, Bangkok is also a very competitive market for tourism attractions.

Other developers have already seen that adding a rooftop as an afterthought is still profitable. Thailand may see further observation decks in the future, perhaps even on a new tallest tower in the city.

Through focusing the observatory experience specifically on a design that is unique to MahaNakhon, PACE aims to position the building in a timeless way, and ensure the observatory remains a must see visit for tourists coming to the City of Angels, and a source of civic pride, education and a physical manifestation of the rise of Bangkok itself (Figure 12).

References:

Choong, D. and Hedrick-Wong, Y. (2015). Tracking Global Growth: 2009-2015. Mastercard 2015 Global Destination Cities Index, pp. 7-10.


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