The Pattaya Hilton development includes a podium which houses the Central Festival Pattaya Beach. It is the largest shopping mall in Pattaya - and in fact the developer claims that it is the biggest beachfront shopping complex in South-East Asia - with over 300 shops and F&B outlets. I wouldn't dispute the claim - as the size of the development is certainly impressive. But you could be in any modern shopping centre in Singapore, Hong Kong or Bangkok - the shops are all the same, and even the people start to look the same after a while.
It does have its redeeming qualities though. The architecture is very innovative, and most of the F&B outlets have terraces and balconies with an ocean view.