Jorakay Pavilion 2024 Trade Fair and Exhibition by Ductstore The Design Guru Co.,Ltd. |
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| DESIGN NAME: Jorakay Pavilion 2024 PRIMARY FUNCTION: Trade Fair and Exhibition INSPIRATION: The form of pavilion is derived from the grid system on the belly of a crocodile, combined with the main Key Visual concept of Architect Expo 2024 "Collective Language: Sensory Architecture." which develops elements of architecture into a new diagram. Therefore, the form of Jorakay Pavilion 2024 integrates these two elements into a new diagram in Jorakay’s unique style, featuring continuous abstraction and repetition.This results elevating the exhibition to a Thematic Pavilion. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The Jorakay Pavilion 2024, designed by DUCTSTORE the design guru Co., Ltd. for Jorakay, a leading Thai construction materials brand, was showcased at Architect Expo 2024. The design, inspired by the event's Key Visual concept, incorporates Jorakay's identity through a grid pattern reminiscent of a crocodile's belly, making it abstract and distinct from previous years. The pavilion merges architecture, exhibition design, event organization, brand communication, lighting installation, and visual graphics to create a unique experience, deepening visitors' connection to the Jorakay brand. OPERATION / FLOW / INTERACTION: Jorakay Pavilion 2024 is designed to allow visitors to enter from all directions. Inside, the product displays are arranged like an art exhibition, with each zone having its own unique identity. This breaks away from traditional product display methods while highlighting Jorakay’s key products in each category. LED screens are used to enhance communication by presenting product information through animations, reducing unnecessary panels to only essential ones. Additionally, a lighting installation is incorporated to make the pavilion more striking and visually appealing. PROJECT DURATION AND LOCATION: 30 April – 5 May 2024 Impact Arena, Exhibition and Convention Center, Muang Thong Thani, Thailand |
PRODUCTION / REALIZATION TECHNOLOGY: Jorakay Pavilion 2024 transforms into a thematic pavilion, featuring product displays arranged like an art exhibition, with each zone showcasing Jorakay’s products. This innovative layout uses LED screens for dynamic communication, presenting product information through animations while minimizing unnecessary panels. A U-shaped LED screen at the center serves as a photo spot and a highlight for product features. Jorakay emphasizes sustainability by using materials like steel frames and compressed wood boards that can be reused or donated post-exhibition, reflecting its commitment to environmental responsibility SPECIFICATIONS / TECHNICAL PROPERTIES: 270 sqm. TAGS: #ductstorethedesigng RESEARCH ABSTRACT: The concept of Jorakay Pavilion 2024 is further developed to incorporate Jorakay's identity by using the grid system pattern on a crocodile's belly with the main Key Visual concept of Architect Expo 2024 "Collective Language: Sensory Architecture." that questions the origins of architecture, exploring what it stems from. Therefore, the main Key Visual incorporates elements of architecture that convey the sense of architecture, developing them into a new diagram that communicates in a novel architectural language — The concept of Jorakay Pavilion 2024 thus embodies Jorakay's unique form of architectural language. CHALLENGE: Jorakay Pavilion 2024 is an exhibition pavilion that elevates the brand's image to a new level. Building on the significant success of Jorakay Pavilion 2023, which modernized and refreshed the brand's image, Jorakay Pavilion 2024 redefined the concept of an exhibition pavilion. It takes the ordinary form of a crocodile's belly and develops it through continuous repetition, resulting in a unique diagram that represents a new language for the Jorakay brand. This aligns with the main Key Visual concept of Architect Expo 2024, "Collective Language: Sensory Architecture." ADDED DATE: 2024-09-25 07:56:35 TEAM MEMBERS (40) : Client: Jorakay Corporation Co. Ltd., Design Studio: DUCTSTORE the design guru Co., Ltd., Architectural Consultant: THE OTHERS Co., Ltd., Design Director: Nontawat Charoenchasri, Managing Director: Pattira Charoenchasri, Project Director: Parus Kiravanich, Designer: Sittipong Hongthong, Designer: Theeradech Saoharuetasothon, Designer:Kittiwat Pantongkam, Designer: Metha Suriyavijitseranee, Designer: Phubet Surin, Designer: Chalongkiat Thongthanee, Designer: Pissawat Phojan, Designer: Preechaya Chanmak, Creative Director: Pattarapee Eksupaapan, Art Director: Poom Tepwaninkorn, Artist: Rukkit Satapornvajana, Graphic Designer: Ballang Ngen-on, Illustrator: Shayangkoon Udomvisetying, Marketing: Phruetthikon Ma-ngam , Marketing: La-ongthip Na Thalang, Marketing: Phitchaya Wangrutsamee, Project Manager: Bunyanud Satheinbut, Project Manager: Nudtarinee Bruranasing, Lighting Designer: THE OTHERS Co., Ltd., Manufacturer: D63 Co.,Ltd., Producer: DUCTSTORE the design guru Co., Ltd., Multimedia Programmer: Yellaban Co.,Ltd., Sound: Marmosets, Operation Consultant: MS Media Center Public Co.,Ltd. , Project Collaborator: Yellaban Co.,Ltd., Editor: Tanit Phramthed, Yuthasart Pimpa, Photographer: DOF Depth of Field Co., Ltd., Photography Director: Chaovarith Poonphol, Editorial Photographer: Suppha-riksh Phattrasitthichoke, Editorial Photographer: Akekapop Promstit, Copywriter: Sittichai Srimuang, Publisher: www.iameverything.co, and IMAGE CREDITS: Image #1: Photographer DOF Depth of Field Co., Ltd., 2024 Image #2: Photographer DOF Depth of Field Co., Ltd., 2024 Image #3: Photographer DOF Depth of Field Co., Ltd., 2024 Image #4: Photographer DOF Depth of Field Co., Ltd., 2024 Image #5: Photographer DOF Depth of Field Co., Ltd., 2024 |
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NAME: Ductstore The Design Guru Co.,Ltd. PROFILE: Ductstore The Design Guru Co.,Ltd. is a multidisciplinary design studio that integrates two-dimensional and three-dimensional design to create its own innovative and unique style, called ‘Graphitecture.’ The studio's projects are hybrid designs, blending graphic design, architecture, and various other design elements. Their notable experience spans a diverse range of disciplines, including communication design, content management, graphic design, as well as installation, interior, and architectural design. |
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