THE COLLECTIVE LANGUAGE is the concept that brings to life the common area of the Architect Expo 2024. This trade fair is the biggest showcase of new building and architectural technologies in the ASEAN region. Our company, Apostrophy'S Group, spearheaded the creative and design direction for this event in collaboration with CMO Public Company Limited, which led the organization, production, and construction of the common area that spans across 28 zones, occupying over 6,021 square meters within the Challenger Hall Muang Thong Thani.
The design ethos of this year's Architect Expo is to clearly communicate with a global audience. Through the medium of letters, symbols, icons, and universal pure form shapes, we invoke imaginations tailored to the diverse nationalities and cultures of our attendees, akin to looking up and finding shapes in clouds.
Recognizing the global investor presence, we have crafted the fair to resonate universally. Thus, our design language embraces a "universal language," facilitating easy comprehension across cultures and backgrounds.
In contrast to the typical aftermath of temporary events, where the resources are discarded as "waste," sustainability and eco-friendliness underpin our sustainable design ethos. Materials utilized during the fair find continued purpose post-event, such as:
- Repurposing our mosquito net installations into functional nets donated to orphanages.
- Designing C-line boards so they can be repurposed as building walls for donation.
- Transforming the fair's canvas into roofing and shelters for the homeless.
- Donating doors and frames used as exhibition boards to housing projects for the underprivileged.
- Donating unbleached fabric and woven reed mats to those without kin.
This comprehensive approach, considering the lifecycle of materials alongside design, establishes a precedent for future industry standards in event sustainability.
Structurally, we utilize technical analysis of compression and pull strength to optimize resource usage through tensegrity systems, hanging, and tensile structures, thereby minimizing material consumption.
"The ICE-BERG," one of the 28 main common areas, is the main pavilion that we designed as the fair’s landmark. This towering structure serves not only as a landmark but also as a canvas for collective expression. Attendees contribute to this colossal ice block display through messages conveyed via letters, languages, and icons. The ICE-BERG becomes a dynamic tableau, inviting all to participate in crafting the perfect design upon its icy surface, echoing the central concept of the Expo: understanding seemingly hard-to-grasp architecture through language, letters, shapes, and icons.
"THE CRATER," crafted from canopied mosquito nets, combines local Thai culture with architectural design. The light cotton mesh net is breathable, suiting Thailand’s hot and humid climate. The structures are designed with the use of a technical tensile structure. The area seamlessly blends office culture with the diverse organizational culture of ASA ALL MEMBER. Within its confines, visitors can peruse the illustrious 90-year history of The Association of Siamese Architects, showcasing the evolution of the profession in Thailand.
"The Box'' stands as a large white box, fashioned from stitched canvas covering structural elements. The inside of the structure draws architects in to convene, converse, and exchange ideas. Here, the increased exchange of ideas, perspectives, and cultures leads to new possibilities, while serving as a backdrop for projections regarding event activities.
"THE DOORs" is a collection of over a hundred interconnected doors, beckoning visitors on a transcendent journey, reminiscent of Doraemon's magical portal. As guests traverse through myriad architectural wonders, each door unveils a new realm of creativity and innovation, symbolizing the profession's ever-evolving landscape and the triumphs of participants in this prestigious fair.
"THE FRAME" constructed from repurposed C-line wall boards, serves as the sturdy framework walls for the Vernadoc Exhibition, “Best Architecture Awards,” “Best Conservation Architecture Award 2023,” and “90th Anniversary Senior Architect Award.” The walls are measured to size, ensuring no scraps, and connected to each other at the top with bressings. Once the fair concludes, these adaptable frames can be disassembled and find new life as temporary structures or used in rural schools.
Lastly, the ASA Student Workshop zone utilizes bamboo and hemp rope, employing tensability structure techniques, to create the self-supporting bamboo structure. which double as a place where students' works can be hung up for display.
After the event, the structures and materials find new purpose through charitable donations to foundations and related organizations, ensuring their continued contribution to community well-being.
