DI: What is the main principle, idea and inspiration behind your design?
NC : The concept behind the Krungthai Bank : Money Expo 2024 Pavilion was to reinterpret the bank’s bird logo by decoding its wings into a structural language, creating layered architectural forms that represent trust, movement, and identity.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
NC : We aimed to reshape the public’s perception of Krungthai Bank at the Money Expo Bangkok 2024 and to reinforce its brand trust as a state-owned financial institution.
DI: What are your future plans for this award winning design?
NC : The pavilion is designed to be modular and scalable, making it adaptable for future exhibitions in other provinces outside Bangkok.
DI: How long did it take you to design this particular concept?
NC : Approximately 4 months—from conceptual design to realization and on-site installation.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
NC : It was a commissioned project from the bank. My role was to execute the concept into a pavilion for the Money Expo 2024.
DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
NC : No, there are no plans for external production or licensing.
DI: What made you design this particular type of work?
NC : Trade fair and exhibition design requires a deep understanding of architecture, branding, and storytelling. Our studio specializes in Total Communication, allowing us to design spaces that combine function, content, and even event organization. Clients seek one-stop solutions—and we’ve become a trusted expert in this field in Thailand.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
NC : Yes, I’ve been inspired by many designers including:
Mies van der Rohe, Le Corbusier, Peter Eisenman, Sou Fujimoto, Aires Mateus, David Chipperfield, Marc Newson, Mark Farrow, David Carson, and Rei Kawakubo (Comme des Garçons).
DI: Who is the target customer for his design?
NC : The general public.
DI: What sets this design apart from other similar or resembling concepts?
NC : It introduced a new visual identity for Krungthai Bank, unlike any of its previous exhibition appearances.
DI: How did you come up with the name for this design? What does it mean?
NC : The name “Krungthai Bank : Money Expo 2024” is the official title of the bank’s participation in the event.
DI: Which design tools did you use when you were working on this project?
NC : SketchUp, AutoCAD, and Adobe Photoshop.
DI: What is the most unique aspect of your design?
NC : The use of translucent polycarbonate as the main material, the lighting design, and an open-plan furniture layout that creates fluid spatial experiences.
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
NC : Yes, my own team from DUCTSTORE and THE OTHERS—including interior designers, architects, graphic designers, and content strategists. Everyone contributed to shaping a unified design language.
DI: What is the role of technology in this particular design?
NC : Technology played a crucial role in helping us simulate and visualize spatial experiences before the final build.
DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
NC : Yes. Marketing research was essential in zoning the space according to user needs and client requirements.
DI: What are some of the challenges you faced during the design/realization of your concept?
NC : Translating a 2D brand symbol into a 3D architectural space—while preserving the bank’s core identity—was one of the biggest challenges.
DI: How did you decide to submit your design to an international design competition?
NC : We wanted to benchmark our work against global standards and assess the quality and competitiveness of design coming from Thailand.
DI: What did you learn or how did you improve yourself during the designing of this work?
NC : I learned how to transform a mass-market experience into a design-driven environment—showing how design can refresh and elevate a brand.
DI: Any other things you would like to cover that have not been covered in these questions?
NC : I treat every project with full dedication and always strive to exceed client expectations—improving the design with each step.
