In an age where ‘precision and quality’ are often measured by machines and manufacturing efficiency and technology is the most precise, beautiful and reliable method of manufacturing ‘natural wood’ defies standardization.
This year, visitors will get to experience and understand ‘wood’ in a deeper sense, award-winning design studio POAR with several accolades joins hands with WOODDEN, a leading Thai manufacturer specializing in high-quality wood processing, to unveil a simple yet powerful Thematic Pavilion that speaks not only of the extinguished product, but of the soul behind it.
What is the concept behind this design? Let’s discuss with Khun Jo, Patchara Wongboonsin, the architect behind this design from POAR.
WOODDEN: WHERE ARTISAN MEETS MANUFACTURING
“Wood might be the only material in architecture where the production process isn’t truly industrial.”
This is Khun Jo’s perception, after visiting the WOODDEN factory and studying their meticulous approach, he was struck by the hybrid nature of the process: a marriage of industrial precision and artisan knowledge. Due to the natural variation in every piece of timber—grain, tone, density—selecting and processing each sheet demands both technological innovation and an intimate understanding of wood.
To communicate this uniqueness and philosophy, POAR developed a pavilion centered around the concept of “piece by piece.” The structure comprises two main components: a 7-meter-high stainless steel shelving system, inspired by factory wood-storage racks used to sort and showcase grain patterns and a 6-meter-high distorted gable structure, featuring WOODDEN’s modular wood paneling and mosu 3D wall products. This creates an architectural piece that differentiates the perception of interior and exterior space.
Between the two sits a narrow, contemplative pathway—inviting visitors to walk through, observe the grain up close, and appreciate the subtle differences in texture and tone. It’s an immersive environment that engages from every distance, every angle.
PIECE BY PIECE
With meticulous detail at its core, the concept of ‘piece by piece’ doesn’t just reflect WOODDEN’s signature production process—it also serves as a creative framework to highlight the brand’s diverse product range and full design potential.
- Piece by Piece in Production – Displayed on the custom wood shelving, the straight-grain, high-value timber pieces reflect WOODDEN’s dedication to excellence from the very beginning. Each piece originates from a carefully selected log, vertically sliced using proprietary technology combined with artisanal expertise. This process preserves the finest portions of the wood, resulting in unique grains, widths, and lengths—no two planks are alike.
- Piece by Piece on the Shelf – Wooden planks are spaced precisely on the display shelves to avoid surface damage and preserve quality. This technique not only protects the material but also emphasizes the brand’s attention to every detail in the preservation and presentation of natural wood.
- Small Pieces, Big Impact – Inside the gabled structure of the pavilion, a modular patterned wooden wall creatively demonstrates how smaller cross-cut timber pieces—often varying in grain and color—can be assembled into a cohesive and visually harmonious surface. This design solution not only addresses natural inconsistencies but also minimizes material waste, showcasing a resource-efficient approach that aligns with modern sustainability values.
- Surface Meets Structure – WOODDEN also introduces a cost-effective solution for using genuine wood: a technique that bonds authentic wood veneers onto plywood bases. This method ensures both affordability and durability, offering broader accessibility without compromising the natural charm and resilience of solid wood.
MAKE UNCONVENTIONAL, CONVENTIONAL
‘POAR’ looks deep, different results
At the heart of this year’s pavilion design lies the core belief of POAR: that ‘good design’ should create a lasting impact—not only in terms of functionality but also in enhancing quality of life. Who would think that ‘a simple wooden display shelf’ is the product of a deeply considered system—developed as both a practical storage solution and a strategic sales tool. This shelving was designed with longevity in mind, allowing WOODDEN to repurpose and integrate it into their ongoing operations well beyond the exhibition.
- The stainless-steel shelving was designed to eliminate the need for wooden spacers previously used to prevent wood panels from overlapping.
- The new format enhances ease of handling and displaying each panel individually—particularly suited to the behavior of high-end buyers who prefer to inspect premium wood pieces one by one without heavy lifting.
“In truth, I’ve hardly ever worked on a pavilion before. That’s because we believe in creating architecture with long-term value—structures meant to last a hundred years or more. So when it came to designing something temporary, I honestly found it stressful at first. I’m not sure how others felt, but I took it seriously because it really conflicted with what I usually believe in. That’s why I worked so hard to ensure WOODDEN could actually use what we designed long after the exhibition.
This core value that we uphold is an unconventional process that yields conventional outcomes—not for the sake of spectacle, but to make real improvements.
Take the stainless-steel shelf as a case in point. What might appear ordinary at first glance carries a quiet sophistication. It’s a simple form, but one that delivers value far beyond its appearance. We intentionally avoided flashy design, because the true worth lies in the story and craftsmanship of the wood itself—something no shape or structure could ever truly outshine.”
Top of FormTHE WOOD LIBRARY
One of the most visually striking elements lies in presenting simple elements in an unconventional way, which is the color-gradient display on the wood shelving—featuring panels arranged by hue, from pale to deep tones, spanning multiple wood species and thicknesses. This thoughtful curation encourages visitors to discover wood outside the textbook, awakening a tactile appreciation for its natural diversity.
“When people say they want a wooden floor, they usually picture a certain kind of wood—something pale and creamy, a Nordic tone. Or if it’s teak, then they expect that classic untreated finish. That mindset comes from a limited understanding of wood’s true nature and beauty. If they took the time to really study the material or immerse themselves in the wood-making process, they might realize: no two pieces need to look the same. That’s the abstract magic of it—understanding transforms perception.”
For those squinting hard at the photos, trying to spot the subtle differences in wood grain or texture, POAR has a message: Don’t worry if you can’t see it. That’s why they’re inviting everyone to experience it firsthand. Let the real thing change how you see wood forever.
“This is our very first pavilion, and we poured our hearts into it. We wanted to create something meaningful—not just for ourselves, but for fellow architects, both seasoned and emerging, and for everyone attending the event. More than just a space, the pavilion offers something rare in today’s design world: direct, tangible experience with real wood. It’s a unique opportunity for people to engage with the material up close—something you just can’t get from a catalog or showroom. Dubbed a ‘library of wood’, the installation features nearly 2,000 individual pieces, meticulously curated and displayed to highlight the variety of species, colors, and grain patterns. Visitors are invited to explore the full spectrum of natural wood, from the well-known—like teak, makha, and teng—to the lesser-used, often overlooked species that are equally beautiful and even more accessible.”
Don’t miss it. Get ready, clear your schedule and come experience the POAR x WOODDEN Thematic Pavilion in person at Architect’25, at Challenger Hall 1-3, IMPACT Muang Thong Thani during 29 April – 4 May, 2025 from 10:00 a.m. – 8:00 p.m.
