SKI, THE CONSTRUCTION EQUIPMENT IMPORTER AND DISTRIBUTOR, HAS PARTICIPATED IN THE THEMATIC PAVILION IN ARCHITECT’ 24, DISPLAYING ITS WAREHOUSE-LIKE INSTALLATION DESIGNED BY ANONYM STUDIO
TEXT: WARUT DUANGKAEWKART
IMAGE COURTESY OF ANONYM STUDIO EXCEPT AS NOTED
(For Thai, press here)
Sri Nakorn Chai Intertrade Co., Ltd, a leading Thai importer and distributor of tools and equipment for construction, has launched a new website to mark its 50th anniversary. The website, www.ski.co.th, aims to expand the company’s market reach and provide additional sales channels to access a broader range of customers. This year, SKI also took part in the Architect’ 24 event, where its installation formed part of the Thematic Pavilion, considered one of the highlights of the show.
Weerawong Khongwanitkitjaroen CEO Of Srinakornchai Intertrading Co.,Ltd | Photo: Worapas Dusadeewijai
For the installation, Anonym Studio looked to interpret SKI’s business as a vast warehouse filled with tools and anonymous craftsmen’s equipment. The designers aimed to create a space resembling a warehouse to convey SKI as a collector that has amassed a vast array of products and equipment until it has become a massive repository housing everything under one roof. From the outside, large white wall panels enclose the interior space, which incorporates different colors into the design.
Towering wall panels resembling the appearance of a vast warehouse were arranged to divide the space into two sections. The first was the ‘Super Storage’ area at the center, while the ‘Thematic Pavilion’ space encircled and enveloped the overall area. The connecting zones between each section featured varying colors, sizes, heights, or functions, acting as transitional spaces or observation rooms. These rooms had intentionally positioned window frames that allowed the displayed products inside to be viewed. Each chosen color represented SKI’s brand identity, conveying different business approaches for each target group – a concept the brand has established for their website. The blue hue represents retail customers making direct purchases through the website. The pink shade caters to corporate clients, emphasizing business-oriented conversations. Finally, the orange color represents retailers purchasing products for resale and business expansion. These three colors were incorporated into the design of this Thematic Pavilion.
The spatial formulation is framed by tall white warehouse-like wall panels that run straight before curving inwards towards the exhibition area. Various rooms for activities and observation, differing in size and color, cling to these curved lines, simulating the journey of visitors being invited into the pavilion. Upon entering, they are met with a large open area at the bottom left corner, enclosed by the curved walls, and two smaller nook areas, opening up inviting spaces. From a high vantage point, one can see the different colored rooms derived from SKI’s brand colors, with varying sizes based on their intended use and activities. The curved walls act as the front stage, housing the Super Storage area that displays and stocks the products hidden within. Visitors can experience distinct environments through each colored room in SKI’s Thematic Pavilion section.
In terms of activities, the central area of the booth serves as a main stage, allowing over 50 brands distributed by SKI to present details about their products and branding. These rotate through different exhibition periods at Architect’ 24. There is also a dedicated Retail Space area where visitors can try out and purchase various tools and equipment showcased by SKI, coinciding with the launch of their new website.
SKI’s development approach aims to enhance accessibility to various construction tools and equipment across all user groups. The company’s new website will not only showcase products but also feature informative articles providing knowledge on tool usage and construction techniques, helping elevate the skills within Thailand’s construction industry workforce. Moreover, the launch of the online platform www.ski.co.th will facilitate seamless communication, connections, and equipment procurement. Looking ahead, SKI plans to further expand by opening SKI Concept Stores, providing an additional channel for users to access their comprehensive range of products and services.