THE THEMATIC PAVILION OF WILSONART DESIGNED BY PBM IS ONE OF THE HIGHLIGHTS AT ARCHITECT’ 24. THE DYNAMIC WAVE-LIKE PAVILION AIMS TO REPRESENT A DIVERSITY OF WILSONART PRODUCTS
TEXT: WARUT DUANGKAEWKART
IMAGE COURTESY OF PBM EXCEPT AS NOTED
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At this year’s Architect Expo, a standout feature is the Thematic Pavilion presented by Wilsonart, which boasts a notable collaboration with pbm. Wilsonart, renowned for its prowess in booth design, seeks not only to display its innovative work but also to highlight its ongoing partnership with the AICA Group initiated in 2019. This collaborative venture, which bridges products and corporate synergy, heralds the Pavilion as a platform for the brand’s introduction. It seamlessly integrates with pbm’s adeptness in both interior and exterior design, perfectly complementing the brand’s versatile materials and the inception of this special project.
(Left to right) Pasakorn Asvarujanon, Marketing Manager of Wilsonart, Kungwansiri Tejavanija and Jarupat Wijittrapa from pbm | Photo: Worapas Dusadeewijai
The challenge for the brand lies in articulating ‘Design Variety’ – a concept that encapsulates the rich diversity of colors and patterns in its laminate products, thus providing architects with a broad spectrum of design alternatives. Moreover, the collaboration emphasizes ‘Total Solution Service,’ where the intrinsic qualities of the products transcend aesthetic appeal to include functional versatility. pbm is given full creative control in this inspiring journey,, forming an agile team committed to the Pavilion’s evolution. This approach has fostered the exploration of innovative collaborative frameworks that extend beyond the traditional roles of architects and interior designers, sparking a host of forward-thinking ideas for project enhancement.
Originating from an extensive brand study, the design concept seeks to amalgamate existing diversities into a cohesive world that resonates with the brief. This integration of brands, materials, and individuals within the Pavilion gives rise to a thoughtful arrangement of layouts, components, and a series of immersive experiences. These elements coalesce to present visitors with nuanced perceptions of the space, crafted through bespoke user experiences. Each portal into the Pavilion promises a distinct encounter, thoughtfully orchestrating function placement to facilitate access, knowledge exchange, and the dissemination of information.
The Pavilion showcases an array of laminate samples, traditionally given to and used by customers or architects for selection, revealing the inherent potential in the diversity to evoke a seamless, wave-like continuity throughout the space. This orchestrated arrangement of materials of differing color shades and textures, distributed in a pixelated fashion across various zones and coupled with the dynamic interplay of floor and ceiling levels, amplifies the space’s vibrancy and dynamism, mirroring the overarching concept of space fusion. Moreover, the selection process underscores a commitment to sustainability and potential for reuse, reflecting a conscientious approach to environmental stewardship.
Navigating from the creation of atmospheric ambiance to the delineation of functional spaces, the Pavilion is ingeniously segmented into Experience and Event Spaces. At its core lies the ‘Design for you & Design by you’ areas, inviting visitors to experiment with laminate combinations in a hands-on manner. This feature represents a highlight of the Wilsonart booth, further enhanced by the strategic use of large laminate panels in storage spaces, offering a fresh perspective, including a mirrored laminate ceiling, to augment the booth’s experiential allure.
Beyond the aesthetic and structural facets of the Thematic Pavilion, the collaborative dynamics between architects and manufacturers stand out as a particularly intriguing element. Both parties have engaged in a dialogue that balances the pursuit of design excellence with the strategic aim of unlocking business opportunities. This confluence of ideas, when brought to a harmonious midpoint, significantly elevates both the design integrity and the material application, positioning it as a project of notable interest at the 67th Architect Expo.