On 21 August 2026, CP Axtra will officially launch “Happitat” at Bangna Km.7, a landmark project representing an investment of over 15,000 million baht. Described by Benjawan Ongsri, CEO of the Shopping Center Business Group at CP Axtra Public Company Limited (SET: CPAXT), as the “World’s First Happiness Destination,” the project is the culmination of seven years of intensive development aimed at creating a space where nature, imagination, and people of all generations unite.
A Paradigm Shift in Retail
Benjawan Ongsri explains that Happitat is not just a shopping mall; it is a “Master Model” and a “Paradigm Shift” for CP Axtra. It reflects the company’s “Happy & Healthy Mall” strategy, which moves beyond traditional retail to provide spaces that accommodate every aspect of consumers’ lives.
The project aims to be a Global Destination and a source of national pride for Thailand. Initial targets for the site are between 50,000 and 80,000 visitors per day, a goal Benjawan believes is attainable based on the overwhelming response to preliminary activities held at the site.
The “Happiness-Led” Concept and Design
At the heart of the development is the “Happiness-Led Destination” concept. Benjawan shares that the guiding question for the team was how to create a space that brings people happiness every day, not just on special occasions. This is achieved through the integration of three interconnected buildings and a massive 30-rai natural forest known as the “Urban Lung”.
- Bloominas: Focuses on premium lifestyle happiness over eight floors, featuring Axtra Club—a premium membership shopping experience—and the Grand Stairs, which houses Southeast Asia’s largest high-resolution digital screen.
- Wonderwild: Designed for families and imagination, it includes the Whimsical Market, the Playnation toy kingdom, and the largest learning destination in Bangna.
- Festie Town: A semi-outdoor space for entertainment and celebration, featuring the Lumis Theater Hall and Thailand’s first character-themed 7-Eleven.
World-Class Culinary and Lifestyle Offerings
Happitat distinguishes itself by assembling an unprecedented collection of culinary talent. Benjawan highlighted that the destination features Michelin-starred chefs, including Jacob Jan Boerma (3 stars), Willment Leong, and Thaninthorn (Noom) Chantrawan. Additionally, Lotus’s EATERY offers a wide selection of Bib Gourmand restaurants.
The development also introduces new lifestyle services:
- Playnation: CP Axtra’s own brand of world-class toys offered at accessible prices.
- Pet Us: A comprehensive destination for pet owners, including a Jerhigh Pet Park and a Pet AI application that allows children and owners to interact with digital pets on the massive LED screens.
- Axtra Club: A new flagship retail concept that Benjawan describes as a major point of pride for the company.
Integration with Nature
A unique feature of Happitat is its proximity to a 10-year-old planted forest. Benjawan emphasizes that this was a “smart investment” because it allowed the project to incorporate a mature ecosystem that includes rare tree species like the 11-metre-tall Samrong tree. Visitors can view this “Urban Lung” from various points, including the TrueSphere Pocket Garden.
Future Outlook
The success and learnings from the Happitat “Master Model” are already influencing the wider business. CP Axtra has announced plans to renovate 60 existing branches across Thailand this year, with 10 set to open by the end of 2026 and the remaining 50 in 2027. Benjawan confirmed that the company is open to expanding the Happitat model to other high-potential locations like Phuket or Chiang Mai, provided the local research supports the specific needs of those communities.
Benjawan notes that CP Axtra always discusses strategy for managing its extensive land assets and how to determine the most suitable development model for each plot. She explains that the development format is primarily driven by land size and location potential:
- Small Plots: For smaller pieces of land, the company typically develops Lotus’s Go Fresh. If additional land is available adjacent to these sites, they may expand the project into a small community mall.
- Medium to Large Plots: If the land is larger, the company considers developing a Hypermarket.
- Grand Mixed-Use (Flagship): Projects like Happitat are treated as “Flagship Destinations” and “Master Models”. These are large-scale developments that integrate retail with nature and entertainment.
Benjawan emphasizes that the decision to brand a location as Makro, Lotus’s, or a large-scale destination like Happitat depends entirely on the potential of the location and the specific needs of that area. She notes that CP Axtra is constantly researching and studying these plots because failing to develop them would be a significant missed opportunity. Happitat specifically serves as an experimental model to build internal knowledge for future large-scale developments.
“We believe happiness can happen every day,” Benjawan concluded. “At Happitat, we want a happy visit at the very first step into the venue”.
