A conversation with Red Dot award-winning designer exploring his approach to Thai design, blending heritage and modernity, craft and innovation, and the concept of ‘Graphitecture.’
Among the creative minds leading Thai design is Red Dot award-winning creative Nontawat Charoenchasri, who founded the DUCTSTORE the Design Guru in 2001. He later established THE OTHERS and then launched the free, high-end print magazine EVERYTHING—while the world was shifting to digital.
Each of his ventures challenges traditional boundaries, channeling influences that move fluidly between past and present, culture and commerce, craft and innovation. His vision, rooted in the intricate balance of heritage and modernity, has helped define a design language that transcends trends and fully embraces the rich tapestry of Thai design.
Through an approach he calls “Graphitecture,” Nontawat fuses two-dimensional and three-dimensional design to create innovative and unique styles that align with client expectations while maintaining bold creative expression. His studio’s portfolio—from global award-winning exhibits and pavilions to distinctive publications—demonstrates a commitment to experimentation, sustainability, and global relevance.
We recently caught up with him recently to learn more.
Traditional Thai design reflects a profound connection between the old and the new. Interpreting and decoding its essence to create contemporary expressions bridges the past and present, paving the way for innovative designs that break free from conventional norms.
Thai design is unique in its ability to harmonize tradition with modernity, creating works that are both timeless and innovative. There is a sense of fusion, blending diverse cultural forms tailored to each project. This distinctiveness is further enriched by Thailand’s rich heritage, attention to intricate detail, and a deep understanding of storytelling, which allows designs to resonate emotionally and culturally while remaining relevant on a global scale.
“Thai design is unique in its ability to harmonize tradition with modernity, creating works that are both timeless and innovative. There is a sense of fusion, blending diverse cultural forms tailored to each project.”
We are a multidisciplinary design studio, working across various design fields in a seamless, crossover approach. Our strength lies in offering total design solutions, blending diverse disciplines into a cohesive vision.
“The hallmark of our style is the fusion of graphic design and architecture, which we define as Graphitecture.”
This unique concept is woven throughout our work, seamlessly integrated into every project. When working with clients, we strive to exceed expectations by exploring a wide range of possibilities to meet their needs, often resulting in outcomes that are pleasantly surprising.
We are fortunate that the clients who approach us are drawn to our unique style. This makes it easier for us to present new visions, as they trust and have confidence in the direction we take.
AI will play an increasingly significant role in design, and those who embrace it will have a competitive advantage. It serves as a powerful tool for discovering new solutions and directions. However, at the end of the day, it is still us—humans—who make the final decisions, not AI.
Sustainability is at the core of our clients’ design philosophy. Issues such as recycling and carbon footprint are frequently brought up, and we make a concerted effort to find ways to meet these objectives. Another critical factor we consider is brand awareness.
Every project we undertake must create a positive impact, one that will have a lasting effect on the brand’s sustainability. When executed consistently, this approach truly contributes to the long-term success and integrity of the brand.
Memorable Project: Red Dot Award – Brands & Communication Design 2024
One of the most meaningful and memorable projects for us is the JORAKAY PAVILION 2024, which was awarded the Grand Prix in the Brands & Communication Design – Fair Stand category at the Red Dot Awards in Berlin earlier this November. This achievement is a great honor and a source of immense pride for our team.
In addition, JORAKAY PAVILION 2023 also received the prestigious Best of the Best award in the same category, further demonstrating the excellence and high standards of our design work.
This year, we also received three additional Red Dot Awards:
In total, we proudly received five Red Dot Design Awards this year, from 762 winning pieces in the Brands & Communication Design category. This success is a testament to the capabilities of our team and marks an important milestone in our professional journey. It not only highlights our potential but also reflects the global recognition of Thai design excellence.
Something symbolic of Thai design that visitors should see:
International relevance, on par with global standards, is not about style; it is about the substance of interpretation.
Your go-to source for creative inspiration in Bangkok:
The historic districts hosting Bangkok Design Week include the Old Town area, and various design-related festivals include events such as Bangkok Design Week and other design festivals.
The most frequent sources of creative inspiration in Bangkok that I visit are the historic districts hosting Bangkok Design Week and other design-related festivals.
