YAAF DESIGN IS A THAI INTERIOR STUDIO THAT FOCUSES ON DESIGNING THE WORKPLACE TO BE A SUPPORTIVE ENVIRONMENT FOR THE USERS AND TO DRIVE THE ORGANIZATION FORWARD

TEXT: WARUT DUANGKAEWKART
PHOTO CREDIT AS NOTED

(For Thai, press here)

YAAF was founded on Nichary Pongsomboon and Piyanut Kittivoraphongkij’s shared passion for interior architecture design. Upon going through YAAF’s growing portfolio, one can easily spot their exceptional attention to detail in designing workplace environments. Their design tenet goes beyond mere aesthetics and involves a process carefully crafted to promote understanding, create meaningful experiences, and elevate the conventional office space into something distinctive and of superior quality.

The changes that YAAF is currently making may seem subtle, but over the course of more than 5 years of development and accumulated experience, they have sparked new perspectives among organizations, project owners, people in managerial positions across various agencies, as well as stakeholders and space users. Ultimately, these changes have had a significant impact on consumers, influencing and shaping their experiences in various aspects.

art4d: Could you tell us a bit about the origin and background of YAAF?

Piyanut Kittivoraphongkij: We have both been working in the design industry for over 10 years. Before starting YAAF, my focus was primarily on workplace design. Having the opportunity to work in Singapore also exposed me to more innovative thinking and extensive research than I had ever experienced. This piqued my interest, so I looked into it further. With the proliferation of co-working spaces, I began noticing a shift in human behavior, particularly among the newer and older generations. And there’s a growing interest in workplace design because, by its very nature, it’s a genre of design that has direct impacts on users, especially the way younger and older generations adapt to each other and new ways of working. The work environment plays a crucial role in promoting efficiency, productivity, and creativity.

Nichary Pongsomboon: While my foundation lies in interior design, I pursued further studies in the United Kingdom, obtaining a master’s degree in corporate brand management. I’ve always been interested in workplace design, which is an integral part of a company’s core branding. It’s something beyond a product that a company puts out in the market. A workplace is the starting point of the broader picture of an organization. Integrating my academic knowledge with work experience has proven to be immensely beneficial since we started the studio together.

art4d: How would you define YAAF?

NP: We refer to ourselves as ‘workplace expertise.’ Ninety-five percent of our work revolves around this field; it’s our primary focus. Our aim is to emerge as a key player in the global architectural arena. We’re not only focused on design; our service encompasses an entire process involving research and interviews with workers across different levels, including those in managerial roles. It entails a deep dive into the intricacies, integrating design with strategy. These two aspects should complement each other seamlessly.

art4d: Could you elaborate on the overarching framework of your studio, the team structure, and your fundamental working methods?

NP: The YAAF Group comprises two entities: YAAF Design, where Piyanut serves as the Creative Director, overseeing Associate Directors who lead their respective teams. Additionally, there’s YAAF&CO., which manages construction, project management, financials, and the back-of-house team. We’ve recently established our own factory, a move geared towards technological advancement to ensure top-tier quality in our work. This also facilitates collaboration with the design team. Our goal is for construction to be perceived as something with its own inherent values and to highlight the specialized craftsmanship knowledge in the works we create.

PK: Having both design and construction teams under our belt has provided us with a speedy and comprehensive learning experience. We’ve been able to collaboratively develop details in various aspects of our work, experimenting to figure out what works and what doesn’t. This synergy is immensely beneficial for the quality of our work and the efficiency and quality of our operations.

art4d: What are YAAF Design’s design approach and philosophy?

NP: For YAAF, it boils down to three words: scrutiny, interactivity, and distribution. Scrutiny in the sense that we’re curious and want to catch discrepancies, not in a negative way, but by digging deep into reality. For instance, interviewing professionals to gain different perspectives helps attain genuinely in-depth information, which can be used in the development of the initial brief in order to understand what a project really needs. That leads to interactivity—we’re all about interacting with people and understanding the relationships for what they should be. And finally, distribution is about creating a workplace for everyone. If you look at our work, we’re not trying to create something completely conceptual; it’s all about building emotional value for a corporate brand and for everyone involved to feel something on a deeper level. That’s our philosophy.

PK: Our goal is to initially grasp the essence of the organization—understanding their desires and assessing their current standing. Our approach involves more than just office space design; it extends to fine-tuning various management aspects. This process commences by looking into their actual needs, comprehending all the regulations within the organization, and crafting a genuinely indispensable space for them.

art4d: Regarding workplace design, how interesting is it to collaborate with such a diverse range of clients?

PK: Working with different organizations is interesting because each one possesses a distinctive understanding and varying sets of information. Some arrive well-prepared with clear organizational guidelines, while others may have specific needs, and some may lack a precise direction in terms of what they really want. This necessitates that we supplement information in varying degrees. A notable project worth mentioning is Grab, for which we oversaw nearly every office in the Asia-Pacific region. The benefit of working with the same brand for multiple projects is that you’re able to learn significantly faster, given the uniqueness of each location and the specific needs stemming from varying cultural contexts.

NP: Generally, our projects are enjoyable, but certain clients lean towards a more professional appearance to closely align with their organization.

PK: An example is the CBRE TH Office project. As a property agency, the organization aids in locating and finding spaces for its clients who are in need of their own physical space. Due to their involvement in real estate, a more professional look was imperative, emphasizing a polished design and space. This project also incorporated a workplace strategy package, aiming to create an office that functions like a pilot project, providing potential clients with the experience of various styles of space that they can use as references.

NP: In the initial phase at CBRE TH Office, employees were predominantly desk-bound. However, following the completion of our newly designed office, individuals are now able to work in different spaces, including the waiting area, pantry, and informal area. We have crafted a workspace catering to those seeking a tranquil environment, featuring a hot desk zone with flexible, non-assigned desks. The absence of fixed desks aligns with the company’s policy, encouraging employees to collectively care for these different areas in their office. Additionally, this project has earned LEED & WELL certificates. Our recognition of the importance of integrated sustainability in every project—embracing environmental awareness and promoting a high-quality life experience—aims to elevate workplaces for optimal efficiency in every detail.

PK: Another interesting project is the Thoughtworks TH Office. The organization was well-prepared with its own clear corporate workplace guidelines. Originally structured with conventional, rowed desks, a simple alteration to the space instantly transformed the office’s overall look and feel. This redesign not only addressed users’ needs but also enhanced functionality and aesthetics. It radiates positive energy, motivating and inspiring employees to work more efficiently. The employees are happier. They smile more. It’s the project where the design ends up bringing incredible energy, fostering a great vibe and spirit for everyone.

NP: With this setup, people can effectively work from every corner, as each space is beautifully crafted and conducive to productivity. Previously, many organizations grappled with employees preferring to work from home. Post-COVID, there was reluctance to return to the office. However, for the Thoughtworks TH Office, upon reopening after COVID-19, everyone returned and saw the new office. They all wanted to return to work, feeling eager and proud to work in such a space. This feedback from our clients is incredibly heartening for us, and we are always delighted to hear these kinds of stories.

art4d: The ideal workplace and YAAF’s goals.

NP: Our goal is for every organization’s management to prioritize healthy and wellbeing in the workplace. The impact of well-designed spaces goes beyond aesthetics. It creates a ripple effect on employees and results in a significant boost in organizational productivity. However, management may not fully grasp how investing in the workplace can generate a worthwhile financial return because the benefits it brings can’t really be evaluated as tangible monetary value. And it necessitates a comprehensive transformation, encompassing everything from spatial design to adjustments in the behaviors of people within the organization, aligning them with the evolving work dynamics.

Ultimately, these changes will be generated throughout the organization, enhancing business outcomes, team dynamics, and individual performance. A well-coordinated team and heightened individual efficiency contribute not only to enhanced effectiveness but also to a positive perception, making work both effective and enjoyable. We emphasize the importance of directing attention towards teams, individuals, and the business itself, paving the way to eventually thrive.

PK: My idea is similar. I hope management has a better understanding of workplace design and recognizes the positive impacts it carries. Every initiative we implement for our clients, we try with our own office spaces, so our clients can see actual changes. It’s not just about creating a workspace; it’s about crafting an environment that makes people want to come to work, fosters stronger relationships, and encourages a culture of collaboration. We believe that the future of offices will continue to evolve if everyone possesses a better understanding of workplace design. Both of us genuinely believe in and have a keen interest in this matter.

yaaf-design.com
facebook.com/yaafdesign