THE PERFECT MIXTURE OF SPACE AND BRANDING IS THE HEART OF THIS INTERIOR STUDIO, WHICH SEASONS UNIQUE TASTES AND FLAVORFUL EXPERIENCES INTO THE DESIGN, ENSURING ANY USERS SAY ‘THAT’S VERY SAB’

TEXT: SAB
PHOTO: PATHIPOL RATCHATAARPHA

(For Thai, press here)

WHO

You can call us SAB. It’s actually the acronym of our names—Sirintra and Boonyanuch.

WHAT

We specialize in interior design that seamlessly integrates spatial dynamics and branding. This approach stems from our belief in their intrinsic connection. To create distinctive and unique designs, it is essential to build a strong brand that aligns with how a space is crafted. The space we create not only captures people’s attention but also effectively communicates, resonates, and leaves a lasting impression when they enter and use the space.

WHEN

The two of us are true soulmates. We went to the same kindergarten, the same school, and studied in the same faculty at the same university. We’ve spent almost our entire lives, growing and working together. We’ve collaborated on projects ranging from event spaces to interior design since our fourth year in college, when we were about to start our final fifth year. We’ve been working as a team without having to delegate specific roles or responsibilities, which is why our design is so synergized and harmonized, as if created by one person.

WHERE

The ‘Saturday table.’ After graduating, we both went to work at different offices, so Saturday was usually the day we met up, whether it be at a café or a bar, just to talk and catch up. We brainstormed our ideas for some of our first projects together as ‘SAB’ over restaurant tables during some of these Saturday meetings.

WHY

Because the two of us excel in different areas, it’s a perfect match. One is skilled in design (Boonyanuch), the other has a knack for structural work, (Sirintra). When we come together, it’s like two people in one body, a harmonious blend that almost requires no tuning. This makes designing and creating each project enjoyable and creatively driven for us. We complement each other so well that people find the designs we create uniquely impressive.

How would you describe your work?

We’ve never really emphasized being the most unique, the coolest, or the most visually striking when it comes to our design. The core of our design is utilizing the space and brand because by designing a space that considers the importance of branding, you create tangible, sensory experiences that embody the spirit and identity of the brand. When people use the space, they form an experience and impression of the brand that is going to last. It’s like cooking food with all the umami flavors. That’s what SAB is about—space and brand, and that’s the style of our design.

What is your inspiration and guiding principle for each creation?

Simple conversations can always inspire us. To begin working on a project for a client, we want to have the best possible understanding of the person. What they like, want, or what their personality is like. These things need to be conveyed and reflected in the space we create, and they are always incorporated into our designs—their personality, pain points, goals, or dreams.

A general conversation can help you understand the personality of a person or a brand. Everyone experiences pain, disappointments, or bad experiences from using or interacting with spaces, so it is our job to talk to them and find out the pain points. Perhaps the most important is to know what their dreams and desires are. These become our inspirations and principles behind each project we do. What we design or create needs to answer all these three points.

What project are you most proud of?

It’s probably the projects we’ll get to work on together in the future because that means we’ll still get to do something fun together even though we don’t know what they will be next. We’re proud of all the works we’ve done together. But the next ones are going to make us even prouder, and they’re going to be even greater.

Which stage of the design process do you like the most?

It’s probably the conceptual design phase because it’s the stage where the first drafts are created as the direction of a project is being shaped. There are so many approaches, styles, and trajectories when it comes to working on a design, but it’s always the first-day sketches that lead us through until the last day. We always joke about how the final work looks like the sketches or perspectives we created earlier.

If you could invite a ‘creative’ to coffee, who would you invite and why?

It has to be Meng – Prasit Vitayasamrit and the folks of Choojai & Friends. Meng is Boonyanuch’s brother. We grew up watching him studying architecture at Chulalongkorn University. It was Meng and his friends who taught us how to draw, tutoring us for our entrance exam before we ended up study architecture too. He was there when we drew our first line on a piece of paper. Who would have thought that we’re still drawing and sketching things together until now.

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