{"id":18315,"date":"2025-05-09T15:56:31","date_gmt":"2025-05-09T08:56:31","guid":{"rendered":"https:\/\/architectexpo.com\/2025\/?p=18315"},"modified":"2025-05-09T15:56:33","modified_gmt":"2025-05-09T08:56:33","slug":"thematic-pavilion-vg-experience-pavilion-redefining-the-roof-through-immersive-architecture-by-ativich-studio","status":"publish","type":"post","link":"https:\/\/architectexpo.com\/2025\/thematic-pavilion-vg-experience-pavilion-redefining-the-roof-through-immersive-architecture-by-ativich-studio\/","title":{"rendered":"THEMATIC PAVILION: \u2018VG EXPERIENCE PAVILION\u2019 Redefining the Roof Through Immersive Architecture by ativich\/studio"},"content":{"rendered":"\n
When we watch animations or TV series, it\u2019s not uncommon to see characters freely interacting with rooftops\u2014sitting, lying down to gaze at the sky, climbing, or leaping between buildings. In real life, however, rooftops remain distant, out-of-reach architectural elements, even though they play a crucial role in shelter and structure.<\/p>\n\n\n\n
At Architect\u201925, VG, Thailand\u2019s leading vinyl roofing and rain gutter manufacturer, joins forces with ativich\/studio to challenge this perception. Together, they\u2019ve unveiled the VG Experience Pavilion, a 180-square-meter thematic installation within the IMPACT Exhibition Hall, transforming vinyl roofing and vinyl slats into an imaginative, interactive architectural space\u2014one that invites visitors to engage with roofing in ways they\u2019ve never experienced before.<\/p>\n\n\n
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Before the date arrives when everyone can experience the space by themselves, we sat down with Khun Vich \u2013 Ativich Kulngamnetr<\/strong>, founder of ativich\/studio<\/strong>, about the behind-the-scenes of design and share stories of inspiration.<\/p>\n\n\n\n
VG EXPERIENCE PAVILION<\/strong><\/h2>\n\n\n\n
\u201cThis year, VG is spotlighting its roofing products as the centerpiece\u2014an ambitious move, given the challenge of designing a roof that merges aesthetics, innovation, and precision in installation. The brand has drawn on core architectural design principles to create a roof that\u2019s not only visually striking but also technically sound. VG\u2019s approach reimagines the traditional perception of roofing, offering a fresh, out-of-the-box perspective that adds dimension and a new way of seeing. Yet, it still preserves the familiarity and usability that users have come to trust\u2014all in one seamless design,\u201d <\/strong>Khun Vich explained the concept and challenges in design.<\/p>\n\n\n\n\n<\/figure>\n<\/figure>\n\n\n\n
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\nExamples of roofing dimension and modular system creation<\/em> \u00a0 <\/figcaption><\/figure>\n<\/div>\n\n\n\n
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ativich\/studio began the design process with in-depth research into product properties and roof typologies. Employing Design Thinking, the studio developed a modular architectural system defined by two massive overlapping roof structures. These create a semi-enclosed space clad entirely in vinyl roofing sheets and slats, demonstrating both the aesthetic and functional potential of VG\u2019s materials.<\/p>\n\n\n
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What does the size of roof is telling us?<\/em><\/strong> The monumental scale of the pavilion does more than impress\u2014it acts as a symbol of architectural evolution and human\u2019s design capabilities. Historically, roofs began as shelter. Over time, they evolved with society\u2014from humble dwellings to temples that reflect spiritual belief, and now to mega-structures to respond to a wider range of needs like public buildings, airports and factories, shaped by capitalism and mass human needs.<\/p>\n\n\n\n
At the same time, the sheer scale of the structure, often symbolic of capitalism and its inherent sense of detachment, is softened through a playful nod to childhood nostalgia\u2014drawing inspiration from the kaleidoscope. This familiar toy is reimagined into an immersive architectural experience, transforming visual perception into a multisensory interaction. Visitors become part of the installation, as their every movement triggers a dynamic interplay\u2014much like turning a giant kaleidoscope from within. This illusion is achieved through the use of reflective materials that cleverly conceal the internal framework, allowing the architecture to feel weightless despite its monumental size. The result is not only visually captivating but also emotionally engaging\u2014challenging the traditional notion of structure and space through lightness, movement, and reflection.<\/p>\n\n\n\n<\/figure>\n\n\n\n
The two neighbouring pavilions are divided into three primary zones, each offering unique engagement:<\/p>\n\n\n\n
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Forest of Mirror<\/strong>: A visually immersive environment inspired by the kaleidoscope, where reflections and optical illusions invite exploration beneath a sky-like canopy<\/li>\n\n\n\n
Performance Stage<\/strong>: A central platform for presentations, entertainment, and design showcases\u2014highlighting VG\u2019s \u2018Vinyl Leads, You Design\u2019 competition featuring ideas from the next generation of architects<\/li>\n\n\n\n
Product Experience Zone<\/strong>: A hands-on workshop area where visitors can test product durability, learn installation techniques, and engage directly with VG materials<\/li>\n<\/ul>\n\n\n\n<\/figure>\n\n\n\n
A striking design detail appears in the pavilion\u2019s profile: a V-shaped visual channel framed by VG\u2019s logo, floating between the two structures. This connecting space is shaped as a stair-ramp that serves both circulation and exhibition purposes\u2014each step becomes a platform to feature daily \u201cProduct Heroes\u201d viewable from multiple angles.<\/p>\n\n\n\n
SENSE OF ROOF<\/strong><\/h2>\n\n\n\n
What is equally impressive is in the details of how they decide to strategically place each element. The pavilion subtly communicates VG\u2019s product strengths through experiential design:<\/p>\n\n\n\n
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Light & Cool<\/strong><\/li>\n<\/ul>\n\n\n\n
The lightness is communicated through the \u2018Forest of Mirror\u2019<\/em><\/strong> which conceals heavy structures, emphasizing the lightweight quality of the vinyl roof and slats. Despite intense lighting from outside, the material\u2019s insulation properties create a surprisingly cool interior.<\/p>\n\n\n\n
\u201cWe intended to highlight the roof, but people often focus on the walls instead. It\u2019s so easy to get distracted. That\u2019s why we began applying principles of experience design\u2014bringing in illusion techniques inspired by the kaleidoscope. By simplifying the structural complexity and cleverly concealing it, what remains is a light, airy roof that invites interaction and playfulness within the space.<\/strong><\/p>\n\n\n\n
And once you\u2019re inside, we want you to feel the coolness beneath the roof. Even with spotlights beaming from the outside, the roof\u2019s heat-dissipating properties ensure that the interior remains refreshingly comfortable. It\u2019s all about transforming perception\u2014turning a simple architectural element into a sensory experience.\u201d<\/strong><\/p>\n\n\n\n
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Scalable<\/strong><\/li>\n<\/ul>\n\n\n\n
. Demonstrated through the installation of full-sized, extra-long roofing panels<\/strong>, the display highlights how VG\u2019s products seamlessly adapt to both small-scale residential projects to megastructures.<\/p>\n\n\n\n
\u201cThe structure may look simple, but every frame is built big for a reason. We want to show that VG\u2019s roofing system can be roll-formed in lengths up to 20\u201330 meters<\/strong>. Here, every panel used is a full 10 meters long<\/strong>, installed to illustrate how it can be applied without joints<\/strong>. It\u2019s not just about visual continuity\u2014it\u2019s about performance, strength, and a solution that\u2019s ready for expansive structures.\u201d<\/strong><\/p>\n\n\n\n
VG showcases the beauty of its architectural products through a dual presentation. The first highlight features three premium vinyl roofing models\u2014Winter Roof<\/strong>, Snow Roof Pro, <\/strong>and Glacier Roof<\/strong>\u2014each with distinct patterns and refined installation systems. These roofing solutions reflect both durability and sleek aesthetics, delivering strong, stylish protection for all types of living spaces. The second key innovation making its debut at the event is the Vinyl Slat Vento<\/strong>, a striking slatted vinyl system that wraps around both sides of the roof structure. Its semi-transparent design allows viewers to see the underlying framework.<\/p>\n\n\n\n
Inspired by VG\u2019s forward-thinking vision, their latest showcase proves that a roof can be more than just a roof. VG continues to push boundaries with future-ready innovations that serve as alternative solutions for sustainable architecture. The brand embraces modern chemical plastics\u2014eco-friendly materials that support green design practices\u2014demonstrating a commitment to environmental responsibility.<\/p>\n\n\n\n
At the heart of their display are vinyl roofing and slatted systems that are not only lightweight and highly durable, but also engineered to span wide structures with ease. Their vibrant, lasting color and structural elegance invite closer interaction. Designed to be touched, tested, and explored, VG\u2019s pavilion invites visitors into a space where innovation meets play\u2014an architectural experience that\u2019s both educational and inspiring.<\/p>\n\n\n\n
Get ready, unlock your imaginations and explore the potential of material in different dimensions by yourself at Architect\u201925, the 37th<\/sup> ASEAN\u2019s Largest Building Technology Exposition during 29 April \u2013 4 May, 2025 at Challenger Hall 1-3, <\/strong>IMPACT Muang Thong Thani.<\/p>\n\n\n\n
For those who are not sure whether they should visit this event or not, we have brought together invitations from ativich\/studio why this event should not be missed.<\/p>\n\n\n
\n<\/figure>\n<\/div>\n\n\n
\u201cArchitects have to be trendsetters, not followers. How can we create something new if we have no experience at all. Where else can you find these many materials, ideas and innovation about design and architecture in one space?\u201d<\/em><\/strong><\/p>\n\n\n\n<\/figure>\n\n\n\n
\u201cAt the VG booth, we\u2019re not just presenting a Thematic Pavilion or an Experience Pavilion\u2014we\u2019re creating a new dimension of product exhibition. This year, VG invites visitors to go beyond simply viewing roofing materials or witnessing advances in construction technology. The goal is to create an immersive space where people can truly play, join, and learn. The pavilion is a hands-on environment that brings the qualities of VG\u2019s innovative materials to life\u2014showing how they can better support and enhance everyday living.\u201d<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"
When we watch animations or TV series, it\u2019s not uncommon to see characters freely interacting with rooftops\u2014sitting, lying down to gaze at the sky, climbing, or leaping between buildings. In real life, however, rooftops remain distant, out-of-reach architectural elements, even though they play a crucial role in shelter and structure. At Architect\u201925, VG, Thailand\u2019s leading […]<\/p>\n","protected":false},"author":5,"featured_media":16811,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-18315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews"],"yoast_head":"\n
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