Jorakay Pavilion 2024 drew inspiration from the grid pattern of a crocodile's belly, resulting in an abstract design that reflected the brand's architectural direction. Visitors could enter from all sides, with products displayed in a gallery-like setting, accompanied by LED screens, lighting, and music. This approach offered a different way of presenting products while supporting the brand's image. The green pavilion, representing Jorakay's products, provided an immersive experience that brought together architectural design and spatial storytelling.

Nontawat Charoenchasri founded DUCTSTORE the design guru Co., Ltd. in 2001 at the age of 27, with a vision that everything the studio creates — from architecture and graphic design to installations — is a designed “product.” Embracing a multidisciplinary approach, he set out to break away from conventional design. To distinguish architectural work from communication design, he launched a second studio, THE OTHERS Co., Ltd., in 2016. He later introduced IAMEVERYTHING, a high-end print magazine sent free to top Thai creatives — a bold move in an increasingly digital world. Drawing on his experience as creative director of Wallpaper Magazine (Thai edition), Nontawat now leads a team that delivers bold, integrated work across 2D, 3D, and hybrid platforms.

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.