IF inspires creative space while spicing up a 3D key visual to be full-flavored, allowing visitors to absorb the genius sense of Architect’23 concept, “Tum Tad: Time of Togetherness”
(The second from the left)
When the term “Tum Tad” is mentioned, we generally come up with an Isaan meal with a blend of papaya and a variety of side dishes that are mixed together till it becomes a savoury Tum Tad. If, one day, Tum Tad isn’t food, what would it can be referred to?
Today, we’ll hear from Khun Korkiat Kittisoponpong, Design Director of InFO, a graphic design company under “Integrated Field” or “IF”, who designs the Architect’23 key visual. He will explain how the concept has come, how the interpretation is made, and how the designs are created to form such a key visual packed with engaging stories.
The style that is defined as IF
Before we delve into how the concept of a 3D key visual came to be, we’d like to clarify the style that IF defines as their identity in their designs.
“I don’t think IF has such an iconic visual style, but we do have a core thinking process defined as our standpoint. That is, trying to ask questions from the given challenging concept in different perspectives in order to get the best solution for a specific project. The InFO team (IF’s graphics team) will take this concept as the core of the work as well. However, the design details are likely to differ from those of the architectural or interior design teams.”
Turn a meal into Architect’s materials
“Tum Tad: Time of Togetherness” is the theme of Architect’23 organizing under the concept of “Tum Tad” in order to reflect the collaboration of four fields of Thai Association of Architects and one Architect Council of Thailand (ACT), which is comparable to gathering raw materials and ingredients in a tray and then enjoying the taste of a fantastic meal at the same time. Some may be astonished as to how Tum Tad and Architect’23 may be related, and this is a challenging and exciting piece of work. Furthermore, the InFo team was able to creatively interpret the concept by emphasizing the strength and perfection of Tum Tad to be served as a key visual.
“We tend to communicate to the visitors in a straightforward way by replacing the components of Tum Tad with each profession’s elements such as doors, windows, roofs, furniture, trees, bridges, traffic lights, etc. Arrange them all together to be “Nua”, (which in Thai means full-flavored, or it may be translated as messy, entangled) and then use a tray as a representative of Architect Council of Thailand (ACT) that embraces all associations to become as one, resulting in full-flavored architecture“.
InFO also aims to spice up the full-flavored exposition by designing elements as a 3D visual that symbolizes space in architecture and seamlessly integrating it with motion graphics dispersed up from a tray. Overall, it provides a sense of enjoyment, inviting visitors to get involved.
Paint more colors to the key elements, add more outstanding features to the meal
Another feature that IF intends to design is a color for the key visual that is connected with the flavor of Tum Tad, allowing the key element to stand out from the tray and connect with the visitors.
“When the team was developing the design, color was an important issue since we were unsure which tone should be employed as the main color of the key visual. However, after testing with several methods, we discovered that an iridescent hue is the best option. We cannot determine its tone, giving us ambiguous feelings, which finally complies with the Tum Tad concept.”
Shifting from a space design to a graphic design
As creativity is not limited to one field, IF strives to broaden the scope of its work. And this project is an incredible opportunity for the InFO team.
Having the opportunity to work in graphics motivates us to seek for new raw materials and tools to bring this effort to the notice of the jury and the audience on the sidelines. Khun Korkiat added that
“Initially, I worked as an architect. I mostly employ supplemental study and hands-on learning approaches when working on graphics. As a result, the perspective may differ from those who have graduated from graphic design and are well-versed in graphic work. However, I believe that, in principle, any design work requires a thorough understanding of the project. The better you understand what you need to do, the better tools you’ll be able to employ to get there.”
“…I believe that, in principle, any design work requires a thorough understanding of the project. The better you understand what you need
to do, the better tools you’ll be able to employ to get there.“
A unique new experience available only
at Architect’23
It’s quite difficult to answer what activities are hiddenly provided for the upcoming exposition. In addition to the collaboration of the four association and one council, Human Library is another interesting activity for participants. However, an architecture with the full-flavored taste is only available at Architect’23, which will be held during 25 – 30 April, 2023 at Challenger Hall, IMPACT Muang Thong Thani.
For those who are interested in space reservation, please visit our website at https://architectexpo.com/2023/en/about-the-expo/#space-reservation or contact us at 02-717-2477 and Email: [email protected]
