One of the brains behind Idea Avenue, an alley of concepts, creativity and imagination at Siam Center: The Ideaopolis, Tassanai Yan-ubol is passionate about all forms of design. The design director of The Embassy of Design Territory now focuses on event design where he can combine his creative thinking and experience in the architecture industry together. His recent curatorial works can be seen in the lobby and walkways on the first floor of Siam Center.
HOW LONG DOES IT TAKE YOU TO RESEARCH YOUR PROJECTS?
For one project, I spend most of the time on the research. Usually about 60 per cent of the time will go to conceptualization. The creative process is the most important part. Once you have come up with a strong and clear idea, the rest is easy. As for a specific period of time, it depends. It can range from a day to a month. Sometimes ideas pop up when I go to the restroom.
DO IDEAS TEND TO COME WHEN YOU STOP THINKING?
Yes, if I can't come up with one, I'll just stop my thoughts. It allows me to look at the bigger picture and find a clearer objective of the project or theme. Set it free and ideas will just flow in. Surfing the internet, reading, watching movies, or listening to music can all be sources of inspiration. Ideas are everywhere. It all depends on whether or not you'll notice it, turn to it, pick it up and give it a go.
HAS THIS PROCESS MADE YOU A DETAIL-ORIENTED PERSON?
To me, designing an event is like making a commercial or a music video, like narrating a story or conveying a message within a limited time. You have different ways to do that - through visuals, sounds, architectural elements. All can complement your storytelling. I find that very enjoyable.
HOW DO YOU MEASURE THE SUCCESS OF A PARTICULAR EVENT?
I look into the faces [of the guests and clients]. You can just sense it. It's like you just intuitively know if your girlfriend is happy.
WHAT WAS YOUR PART IN CREATING SIAM CENTER'S IDEA AVENUE?
I'm one of the curators [along with Sombat Tirasaroj and Kittirat Kittipanich]. We came up with the concept for Idea Avenue together. It involves different aspects of urban life from art, fashion and technology to lifestyle to underline Siam Center's whole new concept of being an idea market to inspire and amaze shoppers. It's an ongoing project. The debut phase of Idea Avenue comes under the theme of the Extendist to retell the story of Siam Center in a revolutionary way.
WHAT HAVE YOU FOUND CHALLENGING ABOUT THIS JOB?
It has been one of my most challenging projects, stimulating my creativity so much that I don't even want to go to sleep. I want to think of fresh approaches all the time.
DO YOU FIND BANGKOK TO BE AN INSPIRING CITY?
I actually find inspiration everywhere. All parts of the city must band together to highlight the capital as a creative city.G
