Jorakay, one of Thailand's most prominent inventors and manufacturers of building materials, aspires to promote a fresh image by showcasing the brand's environmentally friendly and sustainable inventions at Architect Expo 2023. The exposition is Thailand's largest architectural festival, attracting architects, contractors, engineers, and the general public. The objective is to introduce attendees to the extensive array of products offered by Jorakay, emphasizing their potential to significantly reduce construction time and effectively meet all project requirements. DUCTSTORE the design guru Co., Ltd. led by Nontawat Charoenchasri, were entrusted with the responsibility of overseeing the total communication and design aspects of the Jorakay Pavilion.

The primary objective of the Pavilion's design concept is to establish a fresh and distinctive brand image for the Jorakay brand. The design draws inspiration from the unique characteristics of a crocodile's back, specifically the lumps and bumps known as 'scutes ', for the creation of the exhibition space with interesting architectural elements. The chosen approach results in the creation of an exhibition design that transforms the pavilion into a distinctive space.

There has been significant development in elevating the brand, enhancing people's understanding of its identity, and introducing products that address various construction-related issues. This year's showcase features innovations distinct from previous years, where the focus was merely on displaying construction product samples or color swatches to highlight the attributes and innovations of Jorakay products.

Now, the presentation has evolved into a pavilion-style art exhibition, showcasing construction products in four clusters. Each cluster tells the story and importance of the products within that category in an easy-to-understand storytelling format. This approach breaks the traditional product display boundaries, creating a fresh and engaging experience that attracts visitors at Architect Expo 2023, drawing them in to read the content without the need for hard selling.

This project showcases the Jorakay innovation in terms of the standout products, which already excel in sustainability. It enables people to choose and understand eco-friendly products better, confidently selecting suitable materials for their work to enhance everyone's quality of life. Additionally, it disseminates knowledge, raising awareness about production processes that prioritize social responsibility.