Chairman at Interior Architecture 103

Korakoth Kunalungkarn

November, 2024

Korakoth Kunalungkarn is a prominent leader in the regional interior design scene, currently serving as Chairman of Interior Architecture 103 Co., Ltd. (ia103) and President of the Thailand Interior Designers’ Association (TIDA) for the 2023-2025 term. A graduate of the Faculty of Decorative Arts at Silpakorn University, Bangkok, Korakoth brings over 35 years of experience as a designer, project manager, and project director. Her portfolio includes landmark projects such as the Queen Sirikit Conference Center (1992-2022), Siriraj Bimuksthan Museum, The First Royal Factory at Fang, and Praram 9 Hospital, reflecting her deep influence on Thailand’s architectural and design landscape.

In an exclusive interview with Asia Designers Directory, Korakoth shares insights into her career journey, efforts to elevate Thailand’s interior design industry, and her latest projects.

 

How have your projects evolved over the decades, and what have been some of the most significant milestones in your career?

Design 103 Group has been working in architecture and interior design for over 50 years. Initially, interior design was just a department within Design 103 Ltd. However, as the design industry flourished, the real estate sector grew, and foreign investment in Thailand increased. In 1995, the Interior Design Department was spun off into Interior Architecture 103 Co., Ltd. (ia103) to better handle larger and more diverse projects.
 
For Design 103 International (D103i) and ia103, the design concepts and projects we have worked on over the past decades have spanned various sectors of architecture. We’ve had the opportunity to work on a wide range of projects, including designing convention centers, airports, hotels, condominiums, offices, and retail spaces. This also extends to museums, conservation buildings, and special events like the World Expo, in which we have been actively involved in the design process. These projects continue to develop and remain part of our portfolio.
 
However, when it comes to hospital projects, there has been noticeable growth. This is likely due to external factors, particularly the healthcare and wellness market, which has significantly expanded in Thailand over the past five years. As a result, we have become one of the leading companies in this field. If clients are thinking of building a hospital, they automatically think of ia103.
 
Being able to contribute to national-level projects has been a source of pride, such as:
 
• 1990: As a young designer, I was part of the team that designed the original Queen Sirikit National Convention Center (QSNCC), a government project that had to be completed within 18 months to host the World Bank and IMF meetings, welcoming international delegations from over 150 countries. The design incorporated symbols of Thai identity both inside and outside the building. Today, QSNCC has been renovated and modernised, and once again, D103 Group was entrusted with the design.
 
 

 

• 2006: As a project manager, I was part of the team that designed The First Royal Factory at Fang, Chiang Mai, which was aligned with the local community. The project also included a museum dedicated to the original royal factory, which had been destroyed by flooding from the mountains. This museum honours King Rama IX’s vision of developing the community through sustainable agriculture, replacing opium cultivation and laying the foundation for today’s Royal Project.     
 
 

 

• 2009: As an executive vice president, I helped lead the design team for the Siriraj Bimuksthan Museum, converting the old Thonburi Railway Station into a museum. The museum showcases three eras of the Siriraj Hospital area, from the era of the Wang Lang Palace during the reign of  King Rama III, through its time as a railway station during World War II, to its development into Siriraj Hospital as we know it today.
 
• 2011: As an executive vice president, I was part of the leadership team for the design of Suvarnabhumi Airport’s Satellite 1 building. This major project is another example of how we have contributed to modern, large-scale projects that also connect with Thailand’s national identity.
 
 

 

Your work has earned significant recognition over the years. How have they influenced your approach to interior design?

Gaining recognition is difficult, but what’s even more challenging is developing designs that align with and enhance the client’s vision. Beyond that, what we propose must be realistically achievable in the actual project.
 
At ia103, we always emphasise that aesthetics is the foundation our clients should expect, but what we must provide beyond that is functionality and elements that support the client’s purpose. That is the true essence of sustainability.
 
 

 

What emerging trends or challenges do you foresee for interior designers in Thailand?

It could be about the integration of all disciplines. In some cases, project owners may not be able to separate certain aspects from the designer, such as brand, marketing, and sales. In some projects we work on, designers might unintentionally take on the role of marketing or sales strategy planners.
 
Additionally, the project timelines have significantly shortened compared to ten years ago due to advancements in technology. Faster communication and work processes have led to an expectation that everything must happen more quickly, even for jobs like ours that require thoughtfulness and meticulousness in design.
 
A major external challenge today is the influx of foreign designers coming to work in Thailand. This is an area where the government or relevant councils need to step in to ensure that Thai designers benefit from the presence of expatriates or international designers. This represents a broader challenge for the interior design industry.
 
 

 

In your role as chairman of the Thailand Interior Designers Association (TIDA), what key initiatives have you championed to advance the profession in Thailand?

TIDA is a non-profit organisation dedicated to promoting and advancing the profession of Thai interior design and supporting the development of Thai designers. We have strong goals and visions to consolidate and enhance its position locally and internationally. Regular activities are held to support & develop the Interior Design Profession & Industry to the benefit of Thai society & the nation. Our policy is to aid our membership to provide the highest level of professional services and conduct through a unified and ethical professional body recognised for its leadership and creativity to the benefit of the broader community.
 
TIDA focuses on promoting and developing the interior design profession at all levels:
• Upstream – Academic (Beginner Level): The TIDA Thesis Awards is a project that invites all institutions offering Interior Design courses to submit their final-year students’ work for competition. This project aims to showcase the students’ work and facilitate experience exchange between educational institutions. This annual project has been held for over 10 years.
 
• Midstream – Young Designers (Intermediate Level): The Young Designer Awards offer an opportunity for young designers to submit their work, featuring innovative ideas that benefit the broader society. In addition, there’s the TIDA Club, a quarterly event where interesting new-generation speakers are invited to talk to a small group of designers to exchange ideas and experiences.
 
• Downstream – Professional Designers (Advanced Level): The TIDA Awards is a major event held every 2-4 years. It recognises outstanding design work in various categories, selected by esteemed professionals in the industry. The award includes a royal plaque presented by Her Royal Highness Princess Maha Chakri Sirindhorn, which is a great honor for the recipients.
 
In addition, TIDA organises fundraising activities for association operations, collaborates in various projects to build good relationships with stakeholders, and participates in judging both national and international design competitions. The association also advocates for professional practice standards and relevant laws, especially in pushing for designers to hold professional licenses.
 
 

What projects are in the pipeline for you? What exciting developments can we look forward to seeing from you in the coming years?

As mentioned earlier, we are currently handling a substantial amount of design work related to healthcare. We have designed hospitals’ new buildings and currently designing more, over six new projects, not including smaller projects under 10,000 square metres. Apart from that, we are still overseeing several projects that are in development, such as high-rise condominiums, office buildings, and various renovation projects. One interesting and highly anticipated project is the renovation of the very first theatre in Thailand, aged over 90 years old. D103 Group had an opportunity to renovate it in 1993 A.D. (2536 B.E.), after its 60 years in operation since 1933, and with our best of luck, we won the design competition for its latest renovation project this year. We are excited to share this project, which is slated for completion by next year.
 
However, the most exciting projects for this year are SAT1, which has already in service operation for international passengers, and Gaysorn Amarin, which is now open for shopping and dining.
 
 

 

 

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