SET-listed Central Pattana Plc (CPN), Central Group's retail and property developer, is refreshing its Central Festival brand to respond to the growing trend of lifestyle shopping centres in urban areas.

An artist's impression of CentralFestival EastVille shopping project on Praditmanutham road, due to open on Nov 27.

Wallaya Chirathivat, senior executive vice-president for business development, design and construction, said the Central Festival format would now associate with customers through modern design works.

This marks a change from the previous format of a holiday spirit for shopping malls in tourist destinations like Chiang Mai, Pattaya, Hat Yai, Phuket and Samui.

The new store concept has been applied for the first time with CentralFestival EastVille on Praditmanutham Road, CPN's 29th shopping centre, which is slated to open on Nov 27.

The 51-rai retail project has a gross floor area of 160,000 square metres and parking space for 2,200 cars. It will hire 1,500 new staff.

CentralFestival EastVille was inspired by world-famous lifestyle districts such as the Meatpacking district in New York, Covent Garden in London and Omotesando in Tokyo.

The 6-billion-baht mall will provide both indoor and outdoor areas under the concept of Bangkok Escape together with special green areas and large trees in the complex.

It will encourage people with varying lifestyles to share urban space and colour their lives with creative art and design surrounded by beautiful architecture that uses distinctive orange-red bricks and lush green areas.

CentralFestival EastVille is a pilot project CPN will use in designing and improving the next CentralFestival and renovating all five Central Festival projects in Samui, Phuket, Chiang Mai, Pattaya and Hat Yai, Ms Wallaya said.

"This new design concept won't be limited to main tourist destinations but will also be developed in Bangkok and other provinces that have a metropolitan lifestyle," she added.

CentralFestival EastVille will house more than 300 local and international tenants with several of them coming under new concept stores.

Health lovers can have a go on a bicycle lane and the first Sky Run in Thailand, a running track on the rooftop.

The project will also provide a world-class fitness club designed especially for children and everyone in the family.

Meanwhile, Think Space will serve people who are seeking new ideas or need to pause for thought, in a complete co-working space.

"We believe CentralFestival EastVille will be the very first shopping centre designed to fulfil all the needs of people with a modern city lifestyle," Ms Wallaya said.

The company expects 45,000 visitors on weekdays and 60,000 on weekends. The project is expected to break even within six to seven years and be among the top-10 highest sales contributors for CPN.

CPN shares closed yesterday on the SET at 46.25 baht, down 25 satang, in trade worth 107 million baht.