This is then blended with the Collective Language diagram, making Jorakay Pavilion 2024 abstract and different from the previous year while perfectly aligning with the 'Collective Language: Sensory Architecture' theme of Architect '67. Therefore, Jorakay Pavilion 2024 can be seen as Collective Language in Jorakay’s style. The presentation of products, brand image, and stories is done through storytelling on LED screens, with interesting and engaging narratives. This breaks away from traditional product displays, making it innovative and resembling an art exhibition that attracts visitors into Jorakay Pavilion 2024.

The design includes Lighting Installation and Music & Visual Graphics, making Jorakay Pavilion 2024 a thematic pavilion. When visitors step into Jorakay Pavilion 2024, they will encounter the intricate grid lines of the structure, reflecting the lines of tile grout, one of the standout products of crocodile. The eye-catching green color of the pavilion represents the color of the crocodile product itself. The physical design of the Jorakay Pavilion thus communicates the brand's image powerfully and is filled with inspiration.

Jorakay Pavilion 2024 is a fusion of architecture, exhibition and pavilion design, event organization, brand communication, lighting installation and visual graphics, resulting in a brand experience. It creates a new experience and prompts people to consider what they've encountered and remember the brand and product of Jorakay Design Statement: Jorakay Pavilion 2024 is the pavilion of “Jorakay”, a Thai leading manufacturer and distributor of construction products. Aims to showcase the brand's story, construction products, and innovations for living that have been developed from expertise under the concept of "Jorakay Expert." Jorakay Pavilion 2024 takes the brand's image to a new level by elevating the success of Jorakay Pavilion 2023, which refreshed the brand's image successfully into the most stunning thematic pavilion.

The pavilion concept also harmonizes well with Architect Expo 2024's central subject, "Collective Language: Sensory Architecture." Idea: The concept of Jorakay Pavilion 2024 is further developed to incorporate Jorakay's identity by using the grid system pattern on a crocodile's belly with the main Key Visual concept of Architect Expo 2024 "Collective Language: Sensory Architecture." that questions the origins of architecture, exploring what it stems from. Therefore, the main Key Visual incorporates elements of architecture that convey the sense of architecture, developing them into a new diagram that communicates in a novel architectural language — The concept of Jorakay Pavilion 2024 thus embodies Jorakay's unique form of architectural language.

Form: The form of Jorakay Pavilion 2024 is derived from the grid system on the belly of a crocodile, combined with the main Key Visual concept of Architect Expo 2024 "Collective Language: Sensory Architecture." which develops elements of architecture into a new diagram. Therefore, the form of Jorakay Pavilion 2024 integrates these two elements into a new diagram in Jorakay’s unique style, featuring continuous abstraction and repetition. This results in an abstract form, elevating the exhibition to a Thematic Pavilion.

Function: Jorakay Pavilion 2024 is designed to allow visitors to enter from all directions. Inside, the product displays are arranged like an art exhibition, with each zone having its own unique identity. This breaks away from traditional product display methods while highlighting Jorakay’s key products in each category. LED screens are used to enhance communication by presenting product information through animations, reducing unnecessary panels to only essential ones. Additionally, a lighting installation is incorporated to make the pavilion more striking and visually appealing.

Differentiation: Jorakay Pavilion 2024 is an exhibition pavilion that elevates the brand's image to a new level. Building on the significant success of Jorakay Pavilion 2023, which modernized and refreshed the brand's image, Jorakay Pavilion 2024 redefined the concept of an exhibition pavilion. It takes the ordinary form of a crocodile's belly and develops it through continuous repetition, resulting in a unique diagram that represents a new language for the Jorakay brand. This aligns with the main Key Visual concept of Architect Expo 2024, "Collective Language: Sensory Architecture." Sustainability: The steel structure and wooden panels used in the construction of Jorakay Pavilion 2024 will be repurposed and donated to educational institutions for further use.