Issue 30

Award-winning Thai designers Sirilak Mahajuntanaporn and Wararat Puapairoj reveal how Yenndesign’s products reflect their own lifestyle.

How did Yenndesign come about?
We started Yenndesign as a design studio after first meeting at a DITP project in 2006, and we officially launched our brand in 2010. We use the word Yenn (cool or evening in Thai) to reflect both the cool temperature and the time when people are free from work. It gives us the sense of relaxation.

What distinguishes Yenndesign from other design companies?
We just design our products from what we want. We start from what we know best like our interests, daily life, hobby or even the weather. Our products represent our lifestyle, as well as being open for our customers to add theirs. Take for example Chang Beanbag. Customers can use whichever position they feel most relaxed in. Some of them have even sent us pictures showing how they use it differently from what we have shown in our brochure. They could have fun with our product. So our target is just people who have the same interest and style as us.

You recently received the Good Design Awards 2010 JAPAN, can you explain more about that?
We wanted to create a product to show in Milan with the concept of simple, smart and light. Our product should not be too big for shipping, but it should expand to a bigger size when used. So Chang Beanbag was our answer. Chang means elephant in Thai. It is inspired by the strong legs of an elephant, these bean bags can be used in a number of ways, even by two people at once. The cover is durable and water resistant. We just fold the cover when shipping and the customers adds the beans. With this product design we won the Design Excellence Award, Prime Minister Award and Good Design Award JAPAN in 2010.

What has contributed to the success of your business?
In terms of design, we think we are on the right track by starting from our lifestyle and daily use. The awards we have received give us more confidence that our design concept is broadly acceptable.

In your opinion, what are the strengths of the Thai design industry?
Thai designs and craftsmanship are unique, so we should promote our identity and do branding instead of dumping the price to beat other countries. For Yenndesign, we cut some unnecessary production details and focus more on the craftwork. In this way, the value of the product is increased. In addition, we think the design awards now promoted help enhance the Thai design industry, and urge Thai people to feel more interested in design.

What are your plans for 2015?
We have created our new collection of bags called Pao, inspired by the Chang Beanbag. We have focused on Pao for four to five years. Each time we go to trade fairs, Pao has received very good feedback. So now we plan to expand our business outlets for Pao instead of just selling at fairs.