X TEAM is a Thai exhibition design and construction company under XCON (XCON Co., Ltd.), with more than 40 years of experience in the industry. The company was established to meet the continuously growing demands of trade fairs and exhibitions, with a focus on delivering work that combines creativity with high-quality construction.
Its portfolio includes exhibition booths for major events such as STYLE BANGKOK 2023 / 2024, THAIFEX – ANUGA ASIA 2023 / 2024, THAIFEX – HOREC ASIA 2024, as well as the CONWOOD booth at Architect’26.
The success of the CONWOOD booth was driven not only by its distinctive design concept, but also by a strong and highly collaborative partnership. Piphit Kowsuwan from SALT AND PEPPER STUDIO translated the concept into an engaging design, while X TEAM was responsible for the construction and production, bringing the design to life with precision.
The seamless collaboration between the two teams resulted in a booth that stood out visually, created a strong brand presence, and left a lasting impression on visitors throughout the exhibition.
One of X TEAM’s key strengths is its multidisciplinary team of designers, engineers, and production specialists with extensive expertise in exhibition construction—including carpenters, steelworkers, and painters. The company provides an end-to-end service covering design, construction, installation, and on-site project management, transforming ideas into distinctive exhibition spaces that effectively communicate brand identity and create memorable visitor experiences.
Think It Through. Test It for Real Before Going On-Site.
One of X TEAM’s key working approaches is the construction of a full-scale mock-up booth inside its production facility, which covers more than 8,000 square meters, before moving to the actual exhibition venue.
This allows clients to visit and experience the actual space, review construction details, and make adjustments in advance. The process helps minimize errors and unexpected issues during on-site installation—particularly for large and complex projects such as Architect, where installation time is limited and precision is essential.
According to Phuripong Pin-anong, Managing Director of X TEAM Co., Ltd., Architect is one of the projects that the company is particularly proud of, as it provides an opportunity to fully utilize the team’s capabilities while strengthening the company’s profile year after year.
This approach allows all parties to make decisions and resolve details from the early stages of the project, resulting in a smoother and more efficient installation process. Throughout its participation in Architect, X TEAM has significantly reduced unexpected issues during installation, enabling the team to deliver projects according to plan and within the scheduled timeframe.
More Than Construction: Managing People, Time, and Every Detail
One of the key challenges of exhibition construction is that a booth may need to be installed twice—from assembly and testing at the factory to the actual installation at the exhibition venue. This process ensures that every component works together properly and minimizes errors and unexpected issues. At the same time, it requires careful management of costs, time, and resources.
X TEAM therefore places strong emphasis on detailed planning, defining daily tasks, and assigning specialized teams to closely oversee each aspect of the project.
For booths involving complex or potentially hazardous structures, the company deploys its own contractors and engineering team to supervise the work directly on-site. Progress is also reviewed on a daily basis.
For X TEAM, preventing problems from day one is always better than trying to solve them on the final day.
Safety First, Cost Efficiency Always
For exhibition booth construction, cost is one of the key factors that requires close management. During the production process, clients may request design revisions or additional details, which can affect the overall budget.
X TEAM therefore prioritizes transparent cost communication, informing clients immediately how each change will affect the project cost—whether it increases or decreases expenses—so that all parties can make clear and informed decisions.
Beyond budget control, the engineering team also plays an important role in proposing practical alternatives, such as selecting substitute materials or adjusting construction methods, to achieve the desired result without unnecessarily increasing costs.
However, X TEAM emphasizes that safety always comes first.
Even when materials appear to be similar in size, their thickness and structural strength may differ significantly. The engineering team evaluates which material specifications are appropriate for each structure and provides clients with a clear explanation of the safety considerations behind every decision.
Every Challenge Is a Lesson Toward Higher Standards
For X TEAM, challenges in the exhibition industry are not obstacles, but opportunities to continuously improve.
The company places strong emphasis on learning from both domestic and international experience. This includes leveraging knowledge and expertise from its parent company, which has participated in international projects, as well as sending team members to observe and study projects firsthand.
The knowledge, techniques, and international standards gained from these experiences are then adapted and applied to exhibition projects in Thailand.
At the same time, X TEAM believes that project success is not about taking on as many projects as possible. Instead, it begins with a careful assessment of the team’s capabilities to ensure that every project can be delivered to the required standard.
When a project requires expertise that the team has not yet developed, X TEAM believes in taking the time to study, learn, and build the necessary knowledge before taking responsibility for that type of work in the future.
Leading the Way in Creating Experiences Through High-Impact Exhibition Booths
With its readiness to take on new challenges, X TEAM brings together creativity, technology, and specialized expertise to drive project success and support every client vision.
Experience the professionalism and capabilities of X TEAM Co., Ltd. at Architect’27, the largest architectural technology and building products exhibition in ASEAN, taking place 27 April – 2 May 2027 at Challenger Halls, IMPACT Muang Thong Thani, Thailand.
