PDM CHRONICLES THEIR JOURNEY OF GROWTH AS BOTH A DESIGNER AND AN ENTREPRENEUR THROUGH THE PDM BRAND BOOK
TEXT: NATHANICH CHAIDEE
PHOTO COURTESY OF PDM
(For Thai, press here)
PDM BRAND BOOK
PDM Team and Anasit Sangsawang
PDM Brand Co.,Ltd, 2024
25 x 34 x 2 cm
244 pages
ISBN 978-616-945-310-9
‘Processless’ is the defining term PDM uses to describe its ideation-based approach, where ideas serve as the starting point for creation – and this also applies to the making of this very book.
Over the past decade, PDM has proven that this processless working method is one of the brand’s key signatures, making it a go-to name for innovative design. It’s nearly impossible to predict PDM’s next product, but one can be certain it will be exceptional.
“We start with an idea first, then see what suits us. This has evolved into product design using diverse materials, becoming furniture we love, home decor we cherish, and ultimately a fashion brand we’re passionate about,” says Dew – Doonyapol Srichan. He explains that ten years is the perfect time to compile their past works and create momentum for himself and his team, essentially saying, ‘let’s continue moving forward’.
“I believe one characteristic of designers is the love for creating archives. We feel like we’ve had many significant footprints along our journey,” Dew notes. This PDM book was created by the brand’s in-house design team, marking a significant shift from their usual product design work to book creation.
The book’s cover, featuring a stylized mango fruit pattern familiar to many, communicates PDM’s DNA – a love for playful design and the dream of becoming a national brand in original Thai design. This was achieved with CGI assistance from Pexxstudio.
“PDM is a company that has been supported by many people. We wanted this book to represent our gratitude to fellow designers who have helped us, to share our collective pride, and to document the brand’s journey.”
The processless approach to book layout is fluid, moving naturally with the rhythm of images and projects. They established two key rules: it must not be a catalog (as they aren’t focusing on sales), and it should elevate the brand’s image to a level unprecedented in Thai furniture design. The substantial 244-page book took nearly two years to complete, from initial collection and selection of works to paper selection and final printing.
We can see the brand’s intention to portray the stories they have accumulated during their decade-long journey through this book. Upon first opening it, one might wonder where this journey will lead. The unpredictable rhythm of turning the page – moving from mats to tables to coats – it makes us wonder how a single brand can create such diverse product categories. The random placement of products interspersed with typography that narrates PDM’s philosophy offers readers visual breaks.
Reflecting deeper, this embodies PDM’s processless approach to product design. It captures the quintessential Thai local sensibility – playful, daring, creative – while elevating the work’s aesthetic to an international standard using design as a tool. This reinforces PDM’s vision of becoming a national brand, as Doonyapol expressed: he wants PDM to be a name that comes to mind when discussing Thai design. He wants the book to be a journey of their internal growth, not just as designers, but as an entrepreneur as well.
