Amid ongoing changes in the construction and design industries, natural materials such as wood continue to play a vital role in expressing both the beauty and identity of a space. At the same time, the criteria for material selection are shifting from purely aesthetic considerations toward long-term value and sustainability.
Chananya Phanakitkul, Managing Director of Keeree Door & Panel Co., Ltd. and KTHWOOD Co., Ltd., together with Aunchana Singrattanaphan, Managing Director of Keeree Door & Panel Co., Ltd., emphasize that wood product development today should not be limited to selecting only the most flawless portions of the material. Instead, it should begin with a deep understanding of the nature of wood and aim to maximize the value of every part of it.
From Experience to a New Perspective on Wood
Their experience at Architect’25 was not only an opportunity to showcase products, but also a valuable platform to gain direct insights from designers and end users.
One key takeaway was a clear shift in material preferences. Rather than focusing solely on surface perfection, designers are increasingly prioritizing sustainability and efficient use of resources.
This perspective has been carried forward into product development. KEEREE and KTHWOOD have chosen not to isolate only the most visually perfect sections of wood. Instead, they embrace the full range of grain patterns and characteristics, integrating them into the design through a deep understanding of the material.
The result is not only a reduction in material waste, but also the creation of a different kind of beauty—one that reflects the authenticity of nature and gives each product a distinct identity.
Adapting to Market Changes Through the Concept of “ATTA”
In response to global economic fluctuations, rising material constraints, and increasing energy costs, the brands have chosen not to compete on price, but to redefine value within the materials they already have.
KEEREE and KTHWOOD focus on domestic wood, particularly teak, transforming it into high-value products through design approaches that move beyond traditional notions of perfection. Instead, they embrace the diversity of wood grain, texture, and structure.
This philosophy is expressed through their new collection, “ATTA,” which explores the concept of identity. Each piece of wood is seen as inherently unique and impossible to replicate.
Rather than standardizing products, the ATTA door series highlights differences in grain, tone, and surface texture. These variations are not treated as imperfections, but as defining characteristics that give each piece its own individuality.
At the same time, this concept reflects an understanding that impermanence is part of the nature of materials, and that accepting change is an essential aspect of sustainable design.
Wood and Its Role in Wellness-Oriented Living
Beyond design and materiality, KEEREE and KTHWOOD also consider the impact of their products on users’ quality of life.
The concept of Wellness Architecture plays a key role in their design approach. Wood is not viewed merely as a decorative element, but as part of an environment that influences how people feel and live.
In practical terms, products are developed with attention to acoustic control and light management, contributing to a balanced indoor environment that enhances both functionality and comfort.
This reflects a deeper perspective on wood, shifting its role from a finishing material to an integral component of a healthy living environment that supports long-term well-being.
Enabling Design to Evolve Alongside Materials
Another important role of KEEREE and KTHWOOD is supporting the advancement of the design industry by developing products that allow designers greater flexibility.
Their approach does not impose rigid limitations on how materials should be used or interpreted. Instead, it encourages experimentation and the creation of new architectural expressions, while maintaining responsible and efficient use of resources.
In this way, design becomes more than an aesthetic pursuit. It becomes a process that balances the vision of the designer with the inherent nature of the material.
Redefining Wood Through “ATTA” at Architect’26
At Architect’26, KEEREE and KTHWOOD will present the ATTA concept in its full expression.
The collection not only reflects the identity of wood as a material, but also invites users to appreciate the value of difference and imperfection—qualities that define the true beauty of natural materials.
Rather than establishing a fixed new standard, this approach opens up new perspectives on wood design, emphasizing individuality, diversity, and an acceptance of the material’s natural character.
Experience the Identity of Wood at Architect’26
KEEREE and KTHWOOD invite architects, designers, contractors, and developers to experience their approach to wood through real products showcased at the exhibition.
Visit KEEREE & KTHWOOD at Booth F509/1 at Architect’26, the asean’s largest building technology exposition, taking place from April 28 to May 3, 2026, from 10:00 AM to 8:00 PM, at Challenger Hall 1–3, IMPACT Muang Thong Thani.
