Issue06 : 23 June 2014

In this modern age, everything appears guaranteed by some organism – be it the FDA, ISO or some other acronym. But how do we know our beds and pillows are good enough, well just look for the DEmark.

Airee Daybed, an example of how good bed is designed

It’s not hard to find awards and contests in the highly competitive lifestyle industry. We usually find the most innovative, most energy saving and most creative products on the shelves. But as we spend an estimate 30% of our lifetime sleeping, it is a bit strange there are not more bed or pillow awards. This is when DEmark comes in.

Started in 2008, a DEmark (Design Excellence Award) is accredited based on three criteria – creativity, utility and environmental awareness. What makes DEmark unique is the variety of products that can gain the award from notebooks to computer fonts and beds. It also helps create awareness that everyday items can be creative.

“When people see DEmark, for example from a showcase in BIG (Bangkok International Gift Fair), they have confidence in the product,” says Tanawat Manovachirasun, designer of Yothaka, a furniture maker and many-time DEmark winner, adding that DEmark has helped boost Yothaka trade volume fourfold.

Manovachirasun’s latest awarded piece, Airee Day Bed, is a good example of the excellence of DEmark designs. Drawing inspiration from a Wright Brothers’ airplane, it’s a slim, streamlined and feather-light bed on two wheels designed for frequent and convenient moving.

9 Pillow, a positioning pillow

Another DEmark winner, Chawakit Kaoien, the managing director of Mr Big Pillow, explains how his innovation which he calls a positioning pillow combines creativity and utility. “Everyone thinks sleeping is the easiest thing to do,” he says. “In fact, it is the most basic treatment for everybody.” A positioning pillow can help relieve the pain caused by a sudden jolt as well as preventing neck ache. Also, it is easy to learn. For instance, even if you have never seen a 9 Pillow, its number-9 shape makes for an obvious user manual.

Mr Big Pillow started its operation in 2012 and received a DEmark in 2013. Now in 2014, they’re adding many lines of product, such as a 7-Zones Comforter – a customised ergonomic cushion adjusted to the customer’s body.

Another importance of DEmark is that it helps Thai designers fulfill their potential, since the winners are almost guaranteed success. They are also encouraged to participate in international competitions such as Japan’s Good Design Award (Gmark).

Manovachirasun believes that the secret to the success of Thai designs depends on designers’ ability to be flexible. “I believe even in this age of temporary fashions, [Thai] craftsmanship will stand out and last, so long as we can modify.”

Mr Big Pillow: http://www.mrbigpillow.com/
Yothaka: http://www.yothaka.com/

Words by Ratipol Opasjaroenkij

About DEmark

Design Excellence Award (DEmark) was established in 2008 in order to give recognition to outstanding product design. It is in conjunction with the Prime Minister's Export Award (PM’s Export Award) which is presented annually by the Prime Minister under the auspices of Thailand Institute of Design and Promotion, Department of International Trade Promotion, Ministry of Commerce, Royal Thai Government. The winning product receives the DEmark logo for outstanding design, which can be used to promote well-designed Thai products in the international market. It is hoped that this award will help promote development of domestic products, which will in turn better the quality of life of both domestic and international consumers.

The Department of International Trade Promotion (DITP) receives cooperation from The Japan External Trade Organization (JETRO) and the Japan Institute of Design Promotion (JDP) in determining the judging criteria for DEmark Award of Thailand, inviting experts to be judges in this contest and also help promote the DEmark Award to be widely accepted in the international arena.

For more information, please visit http://www.demarkaward.net