We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Nontawat Charoenchasri ("NC").
Nontawat Charoenchasri founded DUCTSTORE the design guru Co., Ltd. in 2001 at the age of 27, with a vision that everything the studio creates — from architecture and graphic design to installations — is a designed “product.” Embracing a multidisciplinary approach, he set out to break away from conventional design. To distinguish architectural work from communication design, he launched a second studio, THE OTHERS Co., Ltd., in 2016. He later introduced IAMEVERYTHING, a high-end print magazine sent free to top Thai creatives — a bold move in an increasingly digital world. Drawing on his experience as creative director of Wallpaper Magazine (Thai edition), Nontawat now leads a team that delivers bold, integrated work across 2D, 3D, and hybrid platforms.
Nontawat Charoenchasri Designs
We are pleased to share with you original and innovative design work by Nontawat Charoenchasri.
Nontawat Charoenchasri Design - Krungthai Money Expo 2024 Trade Fair and Exhibition
Nontawat Charoenchasri Design - Jorakay Pavilion 2024 Trade Fair and Exhibition
Nontawat Charoenchasri Design - OB House Residential
Designer Interview of Nontawat Charoenchasri:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
NC : I hold dual bachelor’s degrees in Architecture and Graphic Design. Since university, I’ve always aimed to become a multidisciplinary designer—someone who doesn’t define himself as solely an architect, graphic designer, or creative director, but rather someone who blends disciplines into hybrid design practices.
DI: Can you tell us more about your company / design studio?
NC : I founded DUCTSTORE the design guru in 2001. The name “DUCTSTORE” comes from “Product” and echoes the sound of “Drugstore,” reflecting our aim to make every design a product of value. “The design guru” refers to knowledge and expertise. In 2016, I established THE OTHERS, our architecture-focused practice, to clearly distinguish the architectural vision from our broader design work.
DI: What is "design" for you?
NC : Design is problem-solving and creating something new.
DI: What kinds of works do you like designing most?
NC : Any kind that allows me to apply a wide range of skills—architecture, exhibition design, graphic design—they’re all interrelated and equally exciting to me.
DI: What is your most favorite design, could you please tell more about it?
NC : Recently, my favorite works are in architecture and exhibition design. I enjoy exploring creative possibilities within constraints—creating thoughtful designs that meet user needs, work within budget, and avoid unnecessary waste.
DI: What was the first thing you designed for a company?
NC : In 2001, my debut project was designing the album cover for an indie music band in Thailand. It was a graphic design job.
DI: What is your favorite material / platform / technology?
NC : Material : Steel Platform: www.iameverything.co, our own content platform Technology: Midjourney and AI tools.
DI: When do you feel the most creative?
NC : When I’m sipping coffee on a day off or while road-tripping with my family.
DI: Which aspects of a design do you focus more during designing?
NC : Budget and functionality—always coupled with aesthetic value.
DI: What kind of emotions do you feel when you design?
NC : It was fun, like playing without any rules — a way to twist and turn my own thinking.
DI: What kind of emotions do you feel when your designs are realized?
NC : Pride. It’s fulfilling to see something come to life from scratch.
DI: What makes a design successful?
NC : Designer vision, client involvement, marketing objectives, and ultimately its commercial or social impact.
DI: When judging a design as good or bad, which aspects do you consider first?
NC : Its purpose. What was it created for?
DI: From your point of view, what are the responsibilities of a designer for society and environment?
NC : To help improve urban livability or make a meaningful contribution to society in some way.
DI: How do you think the "design field" is evolving? What is the future of design?
NC : AI is increasingly integrated into design, speeding up processes. But if overused or unbalanced, it may diminish originality.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
NC : My last exhibition was at Architect Expo 2024 in Bangkok. I hope to hold the next one in 2026.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
NC : Fashion, music, lifestyle, and travel—they constantly fuel my creativity.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
NC : I call it Graphictecture—a blend of graphic and architectural design. It’s a form of hybrid design that plays with 2D and 3D spaces. My approach is always multidisciplinary, aiming to merge dimensions and disciplines.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
NC : I live in central Bangkok. Thai culture is a unique blend of past and present, tradition and modernity, and that definitely influences my work. The pros are flexibility and adaptability; the cons are occasional conservative mindsets, but those can be worked around with clear target audiences.
DI: How do you work with companies?
NC : We provide Total Communication services—covering everything from branding and architecture to media and experience design. We can work in modules or as a complete package, depending on what the client needs.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
NC : Choose a designer whose expertise matches your project—and most importantly, trust their vision.
DI: Can you talk a little about your design process?
NC : • Start by receiving the brief and understanding the client’s needs. • Evaluate which services we can offer. • Clarify the scope of service and align expectations. • Check chemistry between both parties. • Understand why the client is interested in us. • After agreement and pricing, we move forward with the design phase and deliver according to timeline and budget.
DI: What are 5 of your favorite design items at home?
NC : -Land Rover Defender 110 -MINI Cooper S R53 2006 -Chair One By Konstantin Grcic -Ak47 Philippe Starck Table Gun Lamp By Flos -Louis Vuitton Mini Trunk Damoflage Limited Edition By Pharrell Williams
DI: Can you describe a day in your life?
NC : 10:00 AM – Wake up 12:00 PM – Lunch 1:00–7:00 PM – Work 8:00 PM – Dinner 12:00 AM – Sleep
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
NC : Don’t rush to define what kind of designer you should be. The world today doesn’t have the clear-cut boundaries it used to. You don’t need to pick just one label—graphic designer, architect, or creative. What you really need to decide is: What do you truly want to do? What’s your passion? What matters is that you stay hungry. Dare to step out of your comfort zone. Dare to be different—without trying to be like anyone else. Because that “difference” will eventually become your signature. Never stop questioning. Never stop experimenting. Face the pressure head-on. A spring compressed to its lowest point always rebounds the highest. And above all—always trust your instinct.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
NC : The positive: You get to do what you love. The negative: Your mind is always at work—you never stop thinking.
DI: What is your "golden rule" in design?
NC : Trust your instinct.
DI: What skills are most important for a designer?
NC : Negotiation skills.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
NC : Books and ChatGPT.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
NC : I plan my time systematically and avoid wasting energy on unnecessary things.
DI: How long does it take to design an object from beginning to end?
NC : Typically 4 to 6 months.
DI: What is the most frequently asked question to you, as a designer?
NC : Where do you get your inspiration from?
DI: What was your most important job experience?
NC : Sustaining a 25-year career in Thai design across various disciplines.
DI: Who are some of your clients?
NC : Large corporations in building materials, shopping malls, and lifestyle brands.
DI: What type of design work do you enjoy the most and why?
NC : Architecture. Because it’s about designing spatial possibilities. I enjoy the challenge of defining the right balance and solution within constraints.
DI: What are your future plans? What is next for you?
NC : I want to launch my own fashion brand. It’s a completely new frontier for me.
DI: Do you work as a team, or do you develop your designs yourself?
NC : I work as part of a team. My team has 37 members, including architects, interior designers, graphic designers, content creators, strategic planners, videographers, photographers, and more.
DI: Do you have any works-in-progress being designed that you would like to talk about?
NC : I’m currently designing my own fashion brand. It’s still in the concept and development phase and will be a long-term journey.
DI: How can people contact you?
NC : Email: ductstore@gmail.com, iameverything.design@gmail.com Or visit my content platform: www.iameverything.co
DI: Any other things you would like to cover that have not been covered in these questions?
NC : I believe everything has been covered. Thank you for the thoughtful questions—it’s a true honor to participate in the A’ Design Award Competition 2025 interview.