Interview with Nontawat Charoenchasri

Nontawat Charoenchasri ("NC") interviewed on Sunday, 1 June.

Could you please tell us about your experience as a designer, artist, architect or creator?

NC : I hold dual bachelor’s degrees in Architecture and Graphic Design. From the beginning, my goal was to become a multidisciplinary designer—someone who doesn’t define himself strictly as an architect, graphic designer, or creative director. I’ve always wanted to create hybrid design solutions that blend across disciplines. I’ve been in the design industry since 1999. In 2001, I founded DUCTSTORE the design guru. My early works focused on music-related projects—album covers and music graphics. From 2005 to 2010, I served as Creative Director for Wallpaper Magazine (Thai Edition). In 2016, I founded THE OTHERS, an architecture-focused company specializing in architecture, interior design, and exhibition design. In 2018, I launched www.iameverything.co, a content platform focusing on design culture and creative communication. In terms of recognition: 2024 • iF Design Award 2024 • Red Dot Grand Prix: Jorakay Pavilion 2024 • Red Dot Best of the Best: Jorakay Pavilion 2024 • Red Dot Winner: EVERYTHING Magazine • Red Dot Winner: Collective by Cloud 11 • Red Dot Winner: Krungthai Bank: Money Expo 2024 2025 • German Design Award Winner: Jorakay Pavilion 2024 / Krungthai Bank: Money Expo 2024 / Kentucky Town Bangkok Pop-Up Store 2024 • iF Design Award Winner: EVERYTHING Magazine / Jorakay Pavilion 2024 • A’Design Award: • Gold Winner: Jorakay Pavilion 2024 • Gold Winner: Krungthai Bank: Money Expo 2024 • Bronze Winner: OB House

How did you become a designer?

NC : After graduating in 1997, Thailand was hit by the Asian Financial Crisis (Tom Yum Goong Crisis), and many architects—including myself—faced a difficult job market. I pivoted toward graphic design and started working on music-related visuals, including music graphics and magazine layouts. Eventually, I became involved with Wallpaper Magazine (Thai Edition), which marked a significant turn in my design career. Later, I returned to interior design and eventually to architecture. Over the past 25–26 years, my journey has always been guided by the idea of becoming a well-rounded designer in Thailand—someone who doesn’t box himself into being just an architect or a graphic designer. I define myself simply as a “designer”—complete, versatile, and distinct from

What are your priorities, technique and style when designing?

NC : Three key priorities I follow are: 1. Addressing the client’s objectives across functional, conceptual, and emotional dimensions 2. Embedding my design signature—something I define as Graphitecture (Graphic + Architecture), a visual DNA of DUCTSTORE and THE OTHERS 3. Staying within budget constraints while delivering maximum value I primarily use digital tools such as SketchUp, 3D software, Illustrator, and even MidJourney for conceptual explorations. At times, we also build physical models for tangible spatial understanding. Every new project begins with clear timelines, defined roles, and iterative conceptual development—until we land on a direction we believe in and propose to the client.

Which emotions do you feel when designing?

NC : The most thrilling moment is when a fresh idea clicks, and we transform it into something real that people trust and embrace. That sense of creative flow and the challenge of manifesting a new idea into the real world is incredibly fulfilling. It’s what pushes me to grow from one milestone to the next.

What particular aspects of your background shaped you as a designer?

NC : From a young age, I was deeply drawn to creative thinking and won numerous drawing competitions. That cultivated my interest in the arts early on. A few key influences were: • My architecture professor, who opened my mind and helped me discover my creative identity • A senior mentor in graphic design, who sparked my passion for visual communication • The cultural aesthetics of 1990s alternative music, punk fashion, and the philosophy of deconstructivism, all of which profoundly shaped my worldview and design thinking

What is your growth path? What are your future plans? What is your dream design project?

NC : I aim to launch my own fashion or design object brand rooted in graphic identity, architecture, and visual storytelling—work that reflects my personal statement. I’d like to be remembered as a Creator who can navigate multiple disciplines seamlessly. My dream project would be to design public architectural spaces that provoke thought, emotion, and shared experience.

What are your advices to designers who are at the beginning of their career?

NC : Trust your instincts—no one knows your path better than you. Longevity in this field is not just about talent, but about consistently delivering work that clients return for. And most importantly: don’t waste time. Life is short. Design is eternal.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

NC : Never assume you’re better than others. Stay humble. Always be a learner. Keep improving. Keep evolving.

What is your day to day look like?

NC : Coffee. Work. Social media. Rest. And when I need new inspiration, I take trips with my family to reset and observe the world with fresh eyes.

How do you keep up with latest design trends? To what extent do design trends matter?

NC : I don’t strictly follow trends—I believe designers should create them, not chase them. Inspiration is everywhere, embedded in daily life. I’m drawn to fashion but prefer to work through context and problem-solving rather than trend replication.

How do you know if a product or project is well designed? How do you define good design?

NC : Good design begins with a clear objective and improves people’s lives. Bad design may look beautiful but lacks purpose or becomes indulgent without benefit. I always look for ideas that ask new questions and open new possibilities—solutions that go beyond limitations and move things forward.

How do you decide if your design is ready?

NC : As designers, we must learn to sense the moment of just right. That is when the design achieves its purpose, and refinement reaches its limit. That’s when I let it go.

What is your biggest design work?

NC : I’m especially proud of JORAKAY Pavilion 2024. It was the second year working on the same brand, but I had to deliver something entirely new. The challenge was to express “Collective Language” as a spatial concept tied to the brand narrative and the overall theme of Architect Expo 2024 Bangkok. Designing something abstract yet clear enough to gain wide acceptance was a true test—and a rewarding one.

Who is your favourite designer?

NC : If I could choose only one, it would be Zaha Hadid. She embodied everything I admire in design—vision, boldness, rebellion, and futurism.

Would you tell us a bit about your lifestyle and culture?

NC : Thailand is rich in subcultures. Unlike the orderly systems of developed Western cities, Bangkok’s cultural chaos is often an inspiration in itself. Music, especially pop and alternative genres, heavily influence my design vibe, attitude, and lifestyle. Good design should improve lives. That is our mission as designers: to make sustainable progress through creativity.

Would you tell us more about your work culture and business philosophy?

NC : My studios are built on collaboration—bringing together diverse creatives to co-create and explore new ideas. My business philosophy is simple: exceed expectations and deliver work that surprises and satisfies. When building a team, I look for passion and the joy of solving diverse design challenges. The biggest challenge in our field is keeping ideas fresh and avoiding formulaic thinking. We must stay curious.

What are your philanthropic contributions to society as a designer, artist and architect?

NC : I serve as a design juror at national-level competitions in Thailand, helping to elevate the quality of design across the country. I also lecture regularly at universities, mentoring the next generation of creatives. During crises—floods, natural disasters, political movements—I’ve participated in social and awareness campaigns. Designers have a voice. We should use it meaningfully.

What positive experiences you had when you attend the A’ Design Award?

NC : I was thrilled to win three awards in 2025. It proved that our work meets international standards. The A’ Design Award helps push designers to elevate their work. It also provides global exposure for emerging talents. Awards like this boost client trust and serve as a strong KPI for any creative business. Being named “Designer of the Day” means a great deal to me. I’m truly honored. Thank you, A’ Design Award Italy, for this recognition.

Nontawat Charoenchasri Profile