GET TO KNOW KAIDANG DESIGN THROUGH THEIR CONCEPTS AND WORKING METHODS THAT TRANSFORM ORDINARY FLOWERS INTO UNIQUE AND STORYTELLING DESIGNS
TEXT: KAIDANG DESIGN
PHOTO: EKAPOL BUAPENG
(For Thai, press here)
WHO
KAIDANG DESIGN is a floral design studio that brings together design thinking and floral composition. Founded by Natthaphon Chotthammasuk, a graduate of the Department of Industrial Design, Faculty of Architecture, Chulalongkorn University, the studio is built on the belief that flowers are not merely decorative elements, but part of storytelling and a way of creating shared experiences through design.
WHAT
KAIDANG DESIGN is a studio that creates work with flowers as a central element, spanning weddings, events, exhibitions, bouquets, and various art installations. Through these diverse formats, the studio seeks to express the beauty of living things that people can connect with and bring into the rhythms of everyday life.
WHEN
With more than 20 years of experience in the floral industry, KAIDANG DESIGN began in 2006 as a small flower business before gradually evolving into the full-scale design team it is today. Along the way, the studio has had the opportunity to work across a wide range of projects, venues, and design disciplines.
WHERE
Our workplace is anywhere that can inspire us and open up possibilities for creating something new. For us, inspiration has never been confined to the studio.
WHY
We want flowers to become part of people’s everyday lives, not something reserved only for festivals or special occasions. We see them as ‘All Day Creative with Flowers,’ something that can live alongside people each day. Nature and flowers always have the ability to bring beauty, comfort, and a sense of ease to daily life.
How do you define your own style of work?
If we were to define the identity of KAIDANG DESIGN, we would say that we want to make ‘ordinary flowers feel extraordinary.’ This is the core idea we try to communicate through our work. We enjoy using local flowers to reflect a sense of Thainess and Asian identity, while at the same time ensuring that each project responds to the brief and expresses the personality of the client. Our role as floral designers is to allow flowers to communicate the emotions and concept of each work as clearly as possible.
What inspires you and what principles do you apply to each project?
Our inspiration often begins with the information and brief we receive from the client. But every project must also be guided by the idea of a ‘distinct identity,’ because we believe that diversity is part of what makes people fascinating. Some may connect with certain works and not others, and that is completely natural. What matters is that the work has a clear identity, a strong sense of character, and the ability to tell its own story.
Which project are you most proud of and why?
In truth, there are many projects we are proud of, so it is quite difficult to choose just one. But the projects that feel most special to the team are those in which we have been able to use materials or local flowers from Thailand as key elements in the design. They reflect our identity and way of thinking most clearly.
Which part of the process do you enjoy the most during work?
We enjoy the on-site setup process the most. It is the moment when we get to meet people, work hands-on, and constantly solve unexpected problems in real time. For us, that is where the fun, the challenge, and the real charm of the profession come together.
If you could invite any ‘creative’ for a coffee, who would it be and why?
If we had to choose someone, we think it would not necessarily have to be a ‘creative’ in the conventional sense, because design is ultimately about perspective and personal storytelling. We would rather invite someone who truly loves and understands our work, such as Setthawut Naruemityarn, a friend from the wedding industry who is always open to exchanging ideas and creating something new together. We think that kind of conversation would make for the most joyful coffee break.
