Gold Trade Show Architecture, Interiors, and Exhibit Design · 2025
Krungthai Money Expo 2024 Trade Fair and Exhibition
- A' Design Award 2025 Gold Winner in Trade Show Architecture, Interiors, and Exhibit Design
- Awarded April 15, 2025
- CLIENT: The Others Co., Ltd.
- Estimated Number of Design Views: 23,692
- Verification code 04BB7C6793 · Verify this award
About Krungthai Money Expo 2024 Trade Fair and Exhibition
Krungthai Bank's pavilion at Money Expo 2024, inspired by the Vayupaksa bird in its logo, reflects the theme Empowering Tomorrow with a sleek, modern design. Spanning 1,000 square meters, the pavilion's roof resembles stacked wings made of steel and polycarbonate with feather-like fins. The open-space layout allows entry from all sides, while mixed-height furniture promotes connectivity between units. Lighting on the fins creates a layered, transparent effect, enhancing its striking appearance and reinforcing Krungthai's mission of Empowering Better Life for All Thais.
Nontawat Charoenchasri's exhibition design for the 2024 financial services exposition represents a distinguished achievement in contemporary trade fair architecture, demonstrating how spatial design can transform conventional commercial environments into compelling experiential destinations. The installation appears to draw upon parametric design methodologies and deconstructivist architectural traditions, synthesizing these influences into a cohesive visual identity that commands attention within the larger convention hall context. The designer's compositional strategy employs a dramatic overhead canopy composed of angular blue translucent panels supported by a precise steel framework, creating an architectural gesture that simultaneously defines territorial boundaries and establishes visual porosity through its latticed construction. The chromatic decision to embrace an almost monochromatic blue palette proves particularly effective, generating immediate brand recognition while evoking associations with technological innovation, trustworthiness, and forward-thinking enterprise values traditionally linked with cerulean and cobalt hues. Technical accomplishment manifests in the precise fabrication and installation of the structural system, where steel members intersect at complex angles while maintaining apparent structural integrity and visual elegance. The interplay between translucent panels and artificial illumination creates luminous effects that animate the surfaces throughout operating hours, suggesting the designer's careful consideration of how light transforms materiality into experiential atmosphere. The composition successfully balances functional requirements including service counters, circulation paths, and digital display integration with its sculptural architectural ambitions. Viewers might contemplate how this work extends conversations within exhibition design regarding the potential for temporary commercial installations to achieve architectural significance while serving practical programmatic needs, inviting reflection on the evolving relationship between brand identity and spatial experience in contemporary commercial culture.
Press Kit
- Unique Properties
- The design aligns the Brand Concept with the Design Statement and showcases Krungthai Bank's brand idea at Money Expo 2024 . It stands out from other banks' pavilions in terms of its distinctive space design.
The design of Krungthai Bank’s pavilion at MONEY EXPO 2024, inspired by the wings of the Vayupaksa bird from the bank’s logo, reflects the concept of "Empowering Tomorrow." Covering 1,000 square meters, the pavilion features a roof resembling stacked wings, symbolizing the limitless potential of the bird's wings. This striking design enhances the bank's modern image and reinforces its mission of "Empowering Better Life for All Thais," aiming to attract new customers. - Dimensions & Packaging
- 1,000 square meters
- Tags
- #Krungthai #KrungthaiMoneyExpoBangkok2024 #ktbmoneyexpo2024 #empoweringtomorrow #theothersdstgr #dstgrtheothersevt #iameverythingco #HIOconnexion
- Production Technology
- The pavilion features an open-space design with furniture tailored to meet the diverse needs of its services. Mixed-height chairs and tables enhance connectivity between units while maintaining their independence. Designed without a distinct front or back, the pavilion allows easy access from all directions. For lighting, fixtures are installed on the fins, creating a transparent effect and an illusion of layers in the rooftop space.
- Design Challenge
- The design aligns the Brand Concept with the Design Statement and showcases Krungthai Bank's brand idea at Money Expo 2024 . It stands out from other banks' pavilions in terms of its distinctive space design.
- Project Duration
- 16-19 May 2024, IMPACT Arena, Muang Thong Thani, Nonthaburi, Thailand
- Operation Flow
- Its open-space design and furniture fittings are tailored to meet the different needs of each service provided within the area. The chairs and tables are of mixed heights to emphasize the connectivity between units, creating a connection between the lower mass and the roof yet remaining independent of each other. The pavilion is designed to have no front or back, allowing easy entry from all directions. As for lighting design, the lights are installed on the fins to create a transparent effect and an illusion of layers in the space on the roof.
- Research
- The pavilion, occupying an area of 1,000 square meters, has a roof resembling stacked wings, embodying the skeleton of bird wings that can spread indefinitely. The main structure is made of steel and polycarbonate, with fins on the top resembling bird feathers.
- Inspiration
- The design of Krungthai Bank’s pavilion at MONEY EXPO 2024 is inspired by the wings of the Vayupaksa bird, the bird of paradise, which is featured in the bank’s logo.
- 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 Krungthai Money Expo 2024 Trade Fair and Exhibition
Design Interview about Krungthai Money Expo 2024 Trade Fair and Exhibition
The concept behind the Krungthai Bank : Money Expo 2024 Pavilion was to reinterpret the bank’s bird logo by decoding its wings into a structural language, creating layered architectural forms that represent trust, movement, and identity.
We aimed to reshape the public’s perception of Krungthai Bank at the Money Expo Bangkok 2024 and to reinforce its brand trust as a state-owned financial institution.
The pavilion is designed to be modular and scalable, making it adaptable for future exhibitions in other provinces outside Bangkok.
Approximately 4 months—from conceptual design to realization and on-site installation.
It was a commissioned project from the bank. My role was to execute the concept into a pavilion for the Money Expo 2024.
No, there are no plans for external production or licensing.
Trade fair and exhibition design requires a deep understanding of architecture, branding, and storytelling. Our studio specializes in Total Communication, allowing us to design spaces that combine function, content, and even event organization. Clients seek one-stop solutions—and we’ve become a trusted expert in this field in Thailand.
Yes, I’ve been inspired by many designers including:
Mies van der Rohe, Le Corbusier, Peter Eisenman, Sou Fujimoto, Aires Mateus, David Chipperfield, Marc Newson, Mark Farrow, David Carson, and Rei Kawakubo (Comme des Garçons).
Mies van der Rohe, Le Corbusier, Peter Eisenman, Sou Fujimoto, Aires Mateus, David Chipperfield, Marc Newson, Mark Farrow, David Carson, and Rei Kawakubo (Comme des Garçons).
The general public.
It introduced a new visual identity for Krungthai Bank, unlike any of its previous exhibition appearances.
The name “Krungthai Bank : Money Expo 2024” is the official title of the bank’s participation in the event.
SketchUp, AutoCAD, and Adobe Photoshop.
The use of translucent polycarbonate as the main material, the lighting design, and an open-plan furniture layout that creates fluid spatial experiences.
Yes, my own team from DUCTSTORE and THE OTHERS—including interior designers, architects, graphic designers, and content strategists. Everyone contributed to shaping a unified design language.
Technology played a crucial role in helping us simulate and visualize spatial experiences before the final build.
Yes. Marketing research was essential in zoning the space according to user needs and client requirements.
Translating a 2D brand symbol into a 3D architectural space—while preserving the bank’s core identity—was one of the biggest challenges.
We wanted to benchmark our work against global standards and assess the quality and competitiveness of design coming from Thailand.
I learned how to transform a mass-market experience into a design-driven environment—showing how design can refresh and elevate a brand.
I treat every project with full dedication and always strive to exceed client expectations—improving the design with each step.