TALK WITH WICHIAN ASAWAWORARIT FROM WG OVER THE PARTNERSHIP WITH ALVIC, A SPANISH BRAND RENOWNED FOR ITS HIGH-QUALITY LACQUERED BOARDS THAT HERALDS A NEW ERA OF MATERIAL CHOICES FOR THAILAND’S DESIGN INDUSTRY

TEXT: NATHATAI TANGCHADAKORN
PHOTO: KETSIREE WONGWAN EXCEPT AS NOTED

(For Thai, press here)

At the Exclusive Elegance Unveil Event held in early November, WG, a renowned importer and distributor of international surface materials, proudly unveiled the Alvic brand, a pioneering eco-friendly alternative from Spain. During the event, we had the opportunity to speak with Wichian Asawaworarit, the co-founder and Managing Director of WG Company Limited. He shared insights into the fruitful partnership between WG and Alvic, a collaboration that heralds a new era of innovative, environmentally conscious material choices for Thailand’s design industry.

art4d: Let’s start with the introductory questions, who is WG and what do you do? 

Wichien Asawaworarit: Essentially, we’re an importer and distributor of interior surface materials. Our aim is to bring top-tier materials from around the globe to satisfy the varied requirements of designers and architects. We represent several brands, such as O2+, an Italian laminate known for its vibrant colors and contemporary designs, appealing to the modern consumer. Another is Dekodur Distil, a German laminate notable for its distinctive metallic finishes that add a touch of luxury to any design.

We also carry Alvic, a Spanish brand renowned for its high-quality lacquered boards ideal for high-end decor that demands both aesthetics and durability. Their lacquer surface technology is particularly exceptional. Then there’s Forescolor, an MDF (medium density fiber) that is inherently colored and can be used in varied applications, including CNC work to add dimension and detail, or it can be combined with laminates to create striking contrasts. Lastly, our own development, Akus, focuses on acoustic solutions tailored to address sound-related needs in design specifically.

At WG, we’re committed to sustainable innovation by selecting environmentally considerate materials that also offer designers increased flexibility to adapt to dynamic interior trends. Our comprehensive services extend to include logistics and material processing.

art4d: You recently hosted the Exclusive Elegance Unveil Event to officially launch Alvic, which WG has been importing for a while. Can you discuss the purpose of this event?

WA: Indeed, we have been the official partner with Alvic for several years now. However, various circumstances prevented us from fully launching the brand as we would have liked. This event served as a formal introduction of Alvic to the broader market at an opportune moment when everything was perfectly in place. Additionally, we took this opportunity to introduce Alvic’s 2024 collection, providing designers a firsthand look at the innovative materials and latest designs that Alvic offers.

art4d: How significant is the collaboration with Alvic for WG, and what has reignited your interest in it?

WA: We have always valued our partnership with Alvic because it’s a brand renowned globally for its high-quality lacquered boards and cutting-edge innovations. This collaboration underscores WG’s capability to bring world-class, sustainable products to the Thai market.

Alvic offers standout products ranging from the Luxe collection, known for its high-gloss surfaces, to Zenit, which features supermatt finishes, and Syncron, known for its textured surfaces. These products are not only aesthetically pleasing but also meet functional demands. We believe that Alvic will help propel the Thai interior design industry forward. Alvic’s products go beyond ordinary boards; they are lacquered boards that meet both design and long-term usability criteria. Their boards are exceptionally durable, resistant to scratches, fingerprint-proof, UV-protected, and easy to clean, making them ideal for high-quality projects. This collaboration is seen as a step to elevate the materials industry in Thailand to a new level.

The products we currently distribute are just a part of Alvic’s extensive range. Many other models have not yet been introduced. This event provides a perfect opportunity to inform designers that beyond the materials we already offer, Alvic also produces other types of materials and even furniture. This occasion not only serves to promote this global brand but also allows us to gather feedback from designers after they have had a chance to physically interact with and assess the materials.

art4d: We see that Alvic also addresses sustainability, which is currently garnering attention both in Thailand and globally. Could you elaborate on that?

WA: Alvic is deeply committed to environmental considerations in its production standards. All their products are made from wood sourced from managed reforestation projects and are manufactured under strict international standards to control toxic emissions. They also hold certifications such as ISO 9001, ISO 14001, PEFC, FSC, and Huella Carbono, ensuring that the materials used in projects are safe for both users and the environment. The trend towards sustainability is indeed gaining traction in Thailand, as you mentioned. Designers choosing environmentally safe materials like Alvic aligns perfectly with this trend.

art4d: How does WG normally determine which products to bring to Thai designers for use?

WA: Our criteria begins by engaging with designers to truly understand their needs. For example, if we introduce a type of surfacing material, a designer might appreciate its color and pattern, perhaps even saying, ‘This is beautiful, I really like it.’ But then they might ask, ‘Can it be used outdoors?’ When such conversations or questions arise, it helps us gain a better understanding of what designers are looking for. We then go back and do our homework, seeking materials that meet both the functional requirements and the design aesthetics they desire, and choose partners who can supply these quality products.

art4d: What do you think the future holds for collaborations between designers and importers and distributors like WG?

WA: Collaborations between importers and designers are incredibly important. Coming from a design background myself, I understand firsthand that designers are at the forefront of creating the most aesthetically pleasing projects. WG plays a supportive role; we need to understand what types of materials and colors designers are searching for that will fulfill the concepts and styles of their projects. This partnership will continue to be crucial in the future, although what may change are the trends and demands that align with global movements.

art4d: Speaking of the future, does WG have any plans to expand its operations or to import additional materials in specific uses and applications?

WA: In the future, we plan to import and develop new materials that cater more to sustainability and market demands. In addition to interior decorations, we are also exploring materials for exterior applications to satisfy the comprehensive needs of Thai designers. Our goal is to become a hub where designers can depend on the quality of our materials. Importantly, they can visit our Space Studio showroom to experience these materials firsthand.

Sometimes, viewing materials from a catalog or photos alone isn’t enough. For instance, materials that appear grey in pictures might look similar, but in reality, these shades may vary slightly, involving different finishes such as laminate, which require physical interaction to truly differentiate their textures. Some patterns need to be viewed on a larger scale to fully appreciate their beauty, or when the same color might be offered at different price points. The question then arises, how do they differ? Customers are encouraged to come, see, choose, and physically interact with these materials at Space Studio.

WG Co., Ltd. is dedicated to importing high-quality interior decoration materials that meet the needs of Thai designers and architects. With great expertise and experience, WG is committed to elevating the design standards in Thailand to international levels by offering materials that are both high-quality and environmentally conscious. Designers and those interested can explore and select materials at Space Studio on the second floor of K-Village or follow the brand through various channels.

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