Suppanut Tantraporn, Phase 3: PROLIFERATE: CONTEMPORARY BUSINESS FUTURES

Arch Design I Phase III

Proliferate : Contemporary Business Futures

     Hereafter the process from phase 1 as brand trajectories, and 2 as materiality, in this phase 3 is about to convert the analysis from previous process in to architectural elements, to turn business to architecture.

 

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   From phase 2, I have worked on materials of bioplastic and digital screen. The bioplastic is the one that I choose to develop further into architecture proposals for the company I have created 'Rebot'. Since it is bioplastic, the product is about bioplastic enclosure for eletronics device since there is a massive amount of e-waste in Thailand according to statistics from WEEE, eletronics recycling company, which also is my site for the company headquarter.

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   The sites are divided into 2 sections as industrial site, Sukhumvit frontage, Chonburi, which is considered by the use of large amount of agriculture for plantation for bioplastic enclosure, and as well as one of site that is surrounded by the industrial company. The another site as urban site is at Fortune Town, Bangkok, which is the site for the company store, considered by the popularity of itself as biggest IT mall in Bangkok.

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   As the company is promoted on using the bioplastic which is the renewable and recyclable material, the factory which produce the bioplastic is also made out of material it produces. The building is cladding by the hexagonal 3D-printed modules, which included solar cell at the top of the modules so that the cladding can be the replacement of both non-recyclable materials and the lighting system at the same time.

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   The main aspect of the building is to show how the process of manufacturing inside is by sloping up and down according to the form of the machine that produce the products.

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   In order to have an engagement with the people around the site, the building front is facing to the road, showing to the drivers or passengers who passed the building so that they can receive the purpose of building directly. Moreover, not only receiving through vision, people can visit the factory's learning center so that they not only observe through form but also the information they provided at the site.

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   The building gives the light at day by its property of semi-transparency of plastic, and also at night by the luminescent of the light from solar cell at the tip of hexagonal modules.

Suppanut Tantraporn, Phase 2: Evolve: Material Memes

Arch Design I Phase II

Evolve: Material Memes

As working throughout Arch Design I Phase I: Select: Brand Genetics, this phase was moving from the focus on genes to memes.

A combination of material is one of the way to represent the identity of candidates which derived from the previous phase. After researching on how candidates represent themselves through their cooperation, the understanding was used for the next step from subjective to objective, principles to materials.

Since there is some contexts that link each candidate together, I combine 2 candidates together and part one candidate consider by the differences of each candidate's principle. The two who was grouping together are Ctrip and iRobot which considered by the use of technological development as a tool to promote their brands and Tom Ford being distinguished from them as they relied more on aesthetic terms.

   

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Since Ctrip and iRobot is relevance to the use of technological development to replace human work, bio-plastic is the alternative choice to use as memes of candidates. Bio-plastic is also the replaceable material that its ingredients are derived from bio-based structure, for example, cornstarch, instead of fossil-fuel for common plastic bag we used in daily life which it is accounted as wasteful ingredient and cost massive amount of production.

The component that I designed is degradable building since bio-plastic has its property of being degradable quicker than common plastic. In a festival period, we can use this material as contemporary building and after that, the building will be degraded. By the degradation of material, we can save the time to collect all the elements of building.

Homemade bio-plastic:

gelatin-based (left) and cornstarch-based (right)

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In our daily life, we are surrounded by the society we live and our identity, characteristics, styles are identified by that. Not only in person or group of people, social media is also one source of society we surround ourselves at that place.

Glass or screen is one of material that I choose because of the social context of the brand. Screen is the gateway to the observation of outsiders, friends, celebrities we interest at.

As in component, I combine the ideas of monument and digital billboard together for the use of three-dimensional hologram for commercial use in the future. The monument represents the commemoration of important events in the past time, because of that aspect, the monument is built as a big statue and solid. While the use of commercial stays contemporary, hologram is the best output as a combination of two ideas together that it is a contemporary style of monumental form that can change thought time.

acrylic glass bending its form by

heating it on aluminium plate

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By the analysis of 2 memes, they can be illustrated as two companies are working as two cycles. Both of them are giving both negative and positive impact to society. Positive impact is to give customers a better experience by the products of each components of materials, while negative impact is a pollution that is created from the production of those two factories. By the use of bio-based ingredients of bio-plastic, the trend of corn vegetation is growing up. By this situation, vegetation helps cleaning up the pollution or negative impact in the society in to positive and the cycle is redone repetitively.

Suppanut Tantraporn Phase 1: Select: Brand Genetics

Select: Brand GeneticsArch Design I Phase I

The project aims to the study in the understanding of brand genetics through its collective methods of enterprise. The selected candidates are given as set of 30 candidates for 8 members of group. each student selected 3 companies from the set and researched its identity; the genes, norms, memes of it.

My selected candidates are TOM FORD; fashion brand, CTRIP; work and travel company, and IROBOT; domestic robot for shores.

TOM FORD

 

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Tom Ford is named from the founder of this brand, Thomas Carlyle Ford in 2006. This brand aims mostly to express out the identity of oneself through fashion design that Tom Ford identifies their customers as international, cultured, and well traveled.

The products that they mainly sell are menswear, beauty, eye-wear, an accessories

The material of this brand has been identified as classical style. David and Venus sculptures are well definition of this brand of the identity, self-admiration, perfection, and sophistication

CTRIP

  

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Ctrip founded in 1999. The brand is created for aggregating an information for hotels, flights, and also package tours mostly in Asian continents through online booking.

Ctrip has made partnerships with many other companies around the world, for example, Tour4fun, Qunar, Skyscanner, etc. that makes Ctrip being broad search-engine features on their site.

Ctrip has been identified the genetic material as grid connection that with different thicknesses. Ctrip made many connections with other countries and started from China, symbolizing how they localize with other European and other continents well.

IROBOT

  

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Last candidate, Irobot, founded in 1999 by MIT graduates. They started with military robots that gained reputation from many significant and global associations as World trade center 9/11, Fukushima nuclear plant in 1998, etc. After those events, the company turns to domestic robots that can do shores for human automatically.

The material that represents this brand is clearly wrinkle diagram that shows how robots share a waste-time work of human and give them more time to spend time more efficiently on their task rather than spending on doing shores

Contextual Identity

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From all the analysis of brand's identities and materials, This picture is best illustrated as how 2 brands, Irobot and Ctrip are cooperated well as they both work as technological development and Tom Ford is more about aesthetic term. However, they all give customers better experience that, Irobot gives customer more leisure time, Ctrip gives customers an experience on traveling on other locations, while Tom Ford gives customers a better appearance and self-admiration,