SC Days 2026: Feel The New SC

SC officially opens a new chapter for the brand with “SC Days 2026: Feel The New SC,” the first-ever The New Experience Space by SC. Reflecting the company’s evolution into its third decade, this major annual brand experience invites visitors to discover new meanings of modern living through thoughtfully curated design, art, taste, scent, sound, and immersive experiences. The event takes place from 26 – 31 May 2026 at Parc Paragon.

This year, SC transforms Parc Paragon into a “Future Living Space” that seamlessly connects people, lifestyles, and new living concepts. The event reflects SC’s renewed brand identity as a brand that deeply understands people across every dimension of life, while striving to create value for both people and the planet through experiences that embrace inspiration, creativity, and limitless growth.

The event features a series of Experience Spaces designed to showcase SC’s growth and future vision through its 3 core business groups (3 Engines).

Engine 1 introduces SC’s approach to residential design through the concept “One Size Does Not Fit All,” highlighting the understanding that every individual has unique living needs. Visitors can explore an Interactive Quiz designed to help them discover which type of home or condominium best suits their lifestyle, alongside the “Listen Here” zone, which shares authentic voices and perspectives from real residents about living experiences and quality of life across different dimensions.

The journey continues with Engine 2, which invites guests into the new world of SC through stories and business concepts under SCX, presented in a travel-inspired atmosphere of exploration and discovery. The “Welcome to SC Hotels” zone offers hospitality-inspired experiences featuring beverages and desserts from KROMO by Curio, alongside exclusive privileges from SC’s hotel portfolio, including The Standard Pattaya, KROMO Bangkok, and YANH Ratchawat, with special offers available exclusively at the event.

Meanwhile, Engine 3 presents SC’s future vision through “SCANVA,” a creative space envisioned as a canvas of endless possibilities. The zone encourages visitors to imagine and co-create the future through art, colors, and interactive activities, including “Mental Health Test Bloom,” where participants can express emotions, feelings, and inspirations through collaborative wall painting experiences.

One of the key highlights of the event is “The New SC Sensory,” a private dining immersive experience designed to engage all five senses. This exclusive immersive sensory journey reflects the identity of The New SC through visuals, flavors, scents, sounds, and tactile experiences, creating emotional connections and inspiring meaningful experiences.

Inside the room, guests will See The New SC through SC’s new identity under the concept “Patterns of Growth,” designed by Pentagram, the globally renowned design firm. The concept symbolizes limitless growth through immersive design and experiential storytelling.

Guests will also Taste The New SC through three specially curated menu sets inspired by the brand’s core personalities — “Caring,” “Optimistic,” and “Future Ready” — crafted by chefs from KIMI NOMU, KUMA, and XIN XE GOI, presenting new possibilities of forward-thinking lifestyles.

The experience continues with Scent The New SC, a signature fragrance created in collaboration with The O.B.A., a Thai fragrance house known for translating identity and emotion into scent. Inspired by the spirit of new beginnings, the scent creates an atmosphere filled with endless possibilities.

Visitors can also Hear The New SC through sound design and musical compositions by Montonn Jira, creator of The Enfold Sessions album, who has grown alongside SC for over a decade. His compositions reflect imagination, emotions, and the spirit of stepping into a new era through immersive soundscapes.

The experience concludes at the “Milestone of SC” zone, showcasing SC’s journey, milestones, and future vision, alongside special activities, inspiring conversations, and exclusive SC Limited Edition gifts available only at the event.

The event also features special activities, talk sessions from the popular “Matcha Party” show, curated classic music playlists, and exclusive hotel deals from SC’s hospitality portfolio, including The Standard Pattaya, KROMO Bangkok, and YANH Ratchawat.

At the same time, SC also presents “OWN The New SC” at Fashion Hall, 1st Floor, Siam Paragon, offering visitors the opportunity to own quality residences from SC through more than 89 housing and condominium projects, accompanied by the brand’s best promotions and offers of the year. Under the concept of The New SC lifestyle, the showcase allows visitors to experience and begin living in ways that truly reflect themselves through living experiences designed to understand every unique way of life.