When it comes to organizations that have grown alongside Thai society in the construction materials industry, SCG stands as one of the most prominent leaders — consistently setting the standard for quality, innovation, and continuous development.
Under its construction materials business group, SCG operates across the full spectrum of building needs: structural foundations, roofing systems, wall systems, ceiling systems, flooring, battens, interior and exterior decorative materials, surface covering and cladding materials, and the development of modern manufacturing technologies — including Digital Printing Technology that produces highly realistic patterns and colors. SCG serves all segments — Residential, Commercial, Industrial, and Fit-out (R C I F) — while continuing to expand into international markets.
At Architect’26, SCG returns with a clearer and more ambitious role than ever before, presenting through a Thematic Pavilion — one of the event’s major highlights. This is not merely a space to display products; it is a stage for communicating the full potential of materials through architectural interpretation, creating an experience that goes beyond sight alone and reaches into feeling.
Khun Wirot Phanit Pojaman, Head of Marketing and Branding at SCG Cement-Building Products Co., Ltd., describes this year’s direction: SCG places emphasis on “new products with innovation and technology” that elevate both functional performance and design dimensions — serving as genuine architectural elements that better meet the needs of architects, designers, and homeowners alike.
Digital Printing Innovation and New Product Launches from SCG
For Architect’26, SCG focuses on presenting next-generation construction materials that leverage Digital Printing Technology — the ability to reproduce highly realistic patterns and colors — across multiple product categories.
- SCG Excella Cresta Ceramic Roof Tile
Excella Cresta represents a revolution in roofing design. Through Digital Printing Technology, intricate, sharp, and uniquely distinctive patterns are applied directly onto ceramic roof tiles. With over 30 alternating marble-inspired designs, the roof transforms from a mere structural element into a work of art that reflects the personality and style of the homeowner — a perfect fusion of art and technology. <br>
- SCG Translucent Sheet — Natural Light, Refined for Design
SCG’s translucent sheets are manufactured from high-quality materials offering strength and weather resistance, engineered to integrate seamlessly with roofing systems. Suitable for both residential and commercial applications, they are available in multiple profiles and enhance the aesthetic character of any building. Beyond structure, they create mood and atmosphere through the beauty of natural and artificial light play — making them an ideal solution for architects and interior designers.
- SCG SmartBoard Super Sila
A new decorative wall panel that blends natural beauty with contemporary design, producing a textured stone effect with flowing mineral veins — giving walls a living, dimensional quality.
- SCG DECAAR — Surface Covering Materials
SCG DECAAR is a newly launched product line from SCG, expanding into the surface covering and cladding market for both interior and exterior applications across homes and buildings. Positioned as the Master of Surface Covering, the range encompasses ceiling, wall, floor, and decorative materials in a wide variety of materials and surface finishes.
Products in the lineup include:
Decorative Wall Panels — SCG DECAAR Woody, Modina, Modish
Decorative Wall Panels — SCG DECAAR Next
Modina Wood Coat and Stone Coat Series
Decorative Battens — SCG DECAAR Alu-X
Decorative Flooring — SCG DECAAR T-Clip Shield, ColourTrue, WoodSense
All products utilize Digital Printing Technology to produce multi-dimensional, true-to-life textures and colors.
- SCG Landscape — Materials for Landscape Architecture
Materials combining beauty and innovation for more comfortable outdoor living, including:
SCG Lucky Stone Cement Floor Tile — featuring Digital Printing Technology for realistic stone patterns
SCG Comfort Cement Floor Tile — engineered to dissipate surface heat, keeping surface temperatures 3–7°C cooler than standard alternatives
- Ceiling & Roof Accessories and Insulation
A complete range of quality roofing and ceiling accessories and thermal insulation products from SCG, designed to fully meet modern living standards.
- SCG UPVC Roof
A UPVC roofing solution with a chemical engineering formula specially adapted for Thailand’s tropical heat, with a design emphasis on structural strength for long service life — offering effective heat protection, noise reduction, and resistance to chemical corrosion and sea air.
Thematic Pavilion From “Building Materials” to a Living Experience
Presenting through a Thematic Pavilion format offers an entirely new way to tell the story of construction materials — moving far beyond conventional product display.
For SCG, this space is intentionally composed to bring multiple material categories together — roofing, ceilings, walls, SmartBoard, composite wood, decorative materials, landscape products, and translucent roofing — presenting applications that go well beyond conventional use cases.
Central to this is the launch of SCG DECAAR, which is woven seamlessly into the overall space alongside other material groups, all unified under the concept: “Living Beyond Building Materials.”
This concept reframes construction materials not by their basic function, but by their connection to the quality of life — with technology and innovation that transcend mere building components.
The Thematic Pavilion was designed by “Satha Na Architects”, a firm whose open creative vision and deep understanding of the SCG brand enabled a presentation that showcases product innovation while making real-world applications vividly tangible — distinctly different from any previous exhibition format.
Visitors will experience the space in an immersive 360-degree, cave-like environment, where materials are not isolated but work together as a unified system — through surfaces, light, shadow, and texture. The result is not simply “viewing products,” but the feeling of being inside the materials themselves.
The Challenge of Presenting “Comprehensively” and “Cohesively”
As an exhibitor with a broad and diverse product portfolio, one of SCG’s key challenges is creating harmony across a single unified space, while simultaneously communicating the full breadth of its product offering as a genuine choice for architects, designers, and homeowners.
The brief: balance the diversity of products, the demands of marketing, the perspective of designers, and the expectations that visitors bring to SCG — always anticipating something new each year.
The presentation must enable visitors to visualize real-world applications, experience the aesthetic pleasure of material selection, maintain confidence in quality standards, and see every material category blend together beautifully and cohesively.
A New Perspective Through Collaboration with “Satha Na”
Working with Satha Na Architects opened a deeper dimension in the way SCG’s materials are perceived — beyond specifications and functions.
With a clear understanding of the brand’s intent to present product innovation alongside standout design, the design team interpreted each material in the context of living, in line with the “Living Beyond Building Materials” concept.
Notable examples include:
Notable examples include:
- SCG Excella Cresta — communicating beauty through Digital Printing patterns, meticulous craftsmanship, and diverse tile profiles that address every design challenge
- SCG DECAAR — introduced under the concept “Cover it differently”, presenting a diverse range of surface textures through Digital Printing technology that achieves truly lifelike dimensionality in both texture and color
- SCG Landscape — reframing outdoor materials as tools that define the foot feel and identity of courtyards, gardens, and exterior spaces with clear intentionality
Together, these demonstrate that SCG’s materials communicate far more than technical properties — they are an integral part of quality of life and the experience of living.
GREENOVATION and the Path to Net Zero
In a construction materials market navigating geopolitical pressures, import competition, and tightening environmental regulations, SCG advances innovation in step with environmental stewardship under the concept of GREENOVATION. Product development must address both real-world performance and progressively higher standards of living for all customer segments.
SCG is committed to achieving Net Zero greenhouse gas emissions by 2050, in pursuit of a sustainable environment and future for all.
Come Experience “Living Beyond Building Materials” for Yourself
SCG warmly invites everyone in the design, architecture, construction, and real estate sectors to come and experience a space where:
“It’s not just about seeing — it’s about being inside the materials, feeling their value not only through your eyes, but through your senses.”
At the SCG Thematic Pavilion, you will:
Feel beauty that goes beyond what the eye can see
Understand through sensation — not merely through reading specifications
Witness the harmony of materials, innovation, technology, and environmental responsibility, all in one space
When you walk out of the Pavilion, you will understand that SCG is not simply pursuing innovation or quality standards in construction materials — but is genuinely dedicated to enhancing the efficiency and quality of life and living, within every home and structure.
Find SCG at Booth TP06 — Architect’26—the 38th THE ASEAN’S LARGEST BUILDING TECHNOLOGY EXPOSITION taking place from April 28 – May 3, 2026, from 10:00 AM – 8:00 PM at IMPACT Challenger Hall 1–3, Muang Thong Thani.
