DI: What is the main principle, idea and inspiration behind your design?
NC : 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.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
NC : 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.
DI: What are your future plans for this award winning design?
NC : 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
DI: How long did it take you to design this particular concept?
NC : Two months for design and development, and two more months for construction and installation at Architect Expo 2024.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
NC : 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.
DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
NC : No. It was a one-off installation, designed and built specifically for Architect Expo 2024. It was never intended for resale or licensing.
DI: What made you design this particular type of work?
NC : 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.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
NC : 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.
DI: Who is the target customer for his design?
NC : Architects, designers, and the general public attending Architect Expo 2024.
DI: What sets this design apart from other similar or resembling concepts?
NC : 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.
DI: How did you come up with the name for this design? What does it mean?
NC : 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.
DI: Which design tools did you use when you were working on this project?
NC : SketchUp, Adobe Creative Suite, 3D modeling tools, motion graphics software—a full range of tools for both form-making and storytelling.
DI: What is the most unique aspect of your design?
NC : 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.
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
NC : 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.
DI: What is the role of technology in this particular design?
NC : 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.
DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
NC : 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.
DI: What are some of the challenges you faced during the design/realization of your concept?
NC : 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.
DI: How did you decide to submit your design to an international design competition?
NC : 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.
DI: What did you learn or how did you improve yourself during the designing of this work?
NC : 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.
DI: Any other things you would like to cover that have not been covered in these questions?
NC : 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.
