Gold Trade Show Architecture, Interiors, and Exhibit Design · 2025
Jorakay Pavilion 2024 Trade Fair and Exhibition
by Ductstore The Design Guru Co.,Ltd.
- A' Design Award 2025 Gold Winner in Trade Show Architecture, Interiors, and Exhibit Design
- Awarded April 15, 2025
- CLIENT: Ductstore The Design Guru Co.,Ltd.
- Estimated Number of Design Views: 28,253
- Verification code 1E683E7F58 · Verify this award
About Jorakay Pavilion 2024 Trade Fair and Exhibition
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's Jorakay Pavilion 2024 Trade Fair and Exhibition represents a distinguished achievement in contemporary exhibition architecture, demonstrating sophisticated understanding of how temporary spatial interventions can transform utilitarian trade fair environments into memorable brand experiences. The designer appears to draw upon traditions of constructivist spatial exploration and high-tech architectural expression, synthesizing these influences into a coherent visual language that communicates corporate identity through purely architectural means. The modular grid system suggests influences from systematic design methodologies developed throughout the twentieth century, wherein repetitive structural elements generate visual complexity through accumulation and variation rather than singular formal gestures. Technical accomplishment manifests in the precise coordination of structural framework, integrated illumination, and enclosed programmatic volumes, each system maintaining its legibility while contributing to unified compositional effect. The chromatic commitment to saturated green throughout establishes immediate brand recognition while the luminous edge treatment elevates functional structure into experiential spectacle, transforming what might have been utilitarian framework into compelling visual theater. The interplay between transparency and enclosure creates spatial narrative, inviting visitors to explore threshold conditions between public circulation and branded territory, between viewing and inhabiting. The vertical tower element demonstrates understanding of exhibition hall dynamics, providing distant visibility that functions as architectural wayfinding within the larger fair context while the human-scaled lattice passages offer intimate encounter zones for detailed product engagement. The work suggests meditation on contemporary themes of construction and assembly, the temporary nature of exhibition architecture becoming virtue rather than limitation through the celebration of modular systems and visible joinery. Viewers might consider how architectural frameworks can embody brand values through spatial experience rather than applied graphics alone, and how the luminous presence of contemporary materials transforms functional necessity into aesthetic opportunity.
Press Kit
- Unique Properties
- 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.
- Dimensions & Packaging
- 270 sqm.
- Tags
- #ductstorethedesignguru #dstgrtheothersevt #theothersdstgr #JorakayPavilion2024 #collectivelanguage #JorakayExpertSolutionsExpertResults #JorakayExpert #ArchitectExpo2024
- Production 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
- Design 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."
- Project Duration
- 30 April – 5 May 2024
Impact Arena, Exhibition and Convention Center, Muang Thong Thani, Thailand - Operation Flow
- 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.
- Research
- 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.
- 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.
- 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
Colors of Jorakay Pavilion 2024 Trade Fair and Exhibition
Design Interview about Jorakay Pavilion 2024 Trade Fair and Exhibition
The core idea behind JORAKAY PAVILION 2024 is a decoded interpretation of the “Collective Language” theme from Architect Expo 2024. We began with the grid system—the origin of architectural logic—and reimagined it through the natural grid of a crocodile’s underbelly. This became our diagrammatic foundation. The result is an abstract, unexpected evolution—one that breaks away from the look of Jorakay Pavilion 2023. It’s a bold spatial statement, rooted in brand meaning, that fits seamlessly within the expo’s conceptual framework.
Our main focus was to help Jorakay reposition its brand at Architect Expo 2024. We wanted to achieve a fresh image—something completely different from last year, with a clear marketing objective: to connect with architects and younger audiences on a more emotional and design-driven level.
This project pushes us to go further. Every award is both a recognition and a responsibility. We’re asking ourselves: how can we evolve this kind of concept even more, while staying true to what made it successful in the first
Two months for design and development, and two more months for construction and installation at Architect Expo 2024.
This was a commissioned project by Jorakay Corporation. What made it special was the creative freedom—they trusted us to reinterpret the brand identity in a deeper, more architectural way. Our goal wasn’t to just display products, but to craft a brand experience that speaks through form, space, and light.
No. It was a one-off installation, designed and built specifically for Architect Expo 2024. It was never intended for resale or licensing.
Trade fair design is the ultimate hybrid—architecture meets communication. Our studio is built around multidisciplinary thinking, and this type of project lets us bring architecture, branding, marketing, and design execution together. When clients face complex briefs that live between disciplines, we’re often their first call—because we can integrate everything into one unified, strategic execution.
Honestly, at this stage in my life—51 years old—I don’t look outside for design influence anymore. The idea came purely from the brief, the brand, and my own thinking.
Architects, designers, and the general public attending Architect Expo 2024.
We didn’t just align with the event’s theme—we merged it with Jorakay’s DNA. That’s what makes it different.
Collective Language: JORAKAY PAVILION 2024 wasn’t just a slogan—it was a spatial narrative built around that fusion.
Collective Language: JORAKAY PAVILION 2024 wasn’t just a slogan—it was a spatial narrative built around that fusion.
The name JORAKAY PAVILION 2024: Collective Language is a direct reflection of the concept itself—where the brand and the event’s theme are deconstructed and reconstructed into a new architectural form. It’s about dialogue through design.
SketchUp, Adobe Creative Suite, 3D modeling tools, motion graphics software—a full range of tools for both form-making and storytelling.
The way we combined architecture, installation, exhibition, lighting, and sound into one immersive experience. It’s not just a pavilion—it’s space as narrative, shaped by time, mood, and motion.
Yes. We collaborated with a lighting designer, motion graphic designer, structural engineer, and even a DJ—because we wanted every sense to be part of the experience.
Technology was essential. It enabled us to use light and sound to bring movement, emotion, and contrast to the structure. It turned architecture into a responsive and dynamic atmosphere.
Yes—our design was grounded in marketing strategy, communication goals, and the event’s theme. We used this information to guide the zoning strategy and spatial messaging, ensuring every zone had a clear purpose aligned with the brand’s narrative.
We didn’t want to repeat the success formula from the previous year. Instead, we aimed to surprise again, to evolve. The challenge was to create something new that delivered brand attitude, made a bold statement, and still respected the marketing goals and budget. That tension between creativity and reality—that’s where the magic happens.
We submitted JORAKAY PAVILION 2023 last year and received great feedback. But in our view, 2024 was on a whole other level. We believed it deserved global attention—and we weren’t wrong. As of now, JORAKAY PAVILION 2024 has won 8 international awards, including some of the industry’s most respected competitions. It’s a proud moment for our team.
I’ve learned that the best work happens when the team, the client, and the moment align. It’s about having the right people, clear decision-making, and a strong plan. That combination is what turned this project into a success—and gave us the clarity to execute it with confidence.
We’d like to sincerely thank the A’Design Award Competition 2025 for recognizing JORAKAY PAVILION 2024 with a Gold A’Design Award. It means a lot to me and to everyone on the team. It’s more than a prize—it’s fuel to keep going.