Nontawat Charoenchasri

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Nontawat Charoenchasri ("NC") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

NC : I graduated with dual bachelor’s degrees in Architecture and Graphic Design. From the beginning, I knew I didn’t want to be confined to a single professional discipline. My goal has always been to craft my own path that integrates multiple branches of design into one.

DL: What motivates you to design in general, why did you become a designer?

NC : Design has no fixed formula and no absolute right or wrong. I felt naturally drawn to this field—it’s where I feel most free to express my thoughts and stay true to who I am.

DL: Did you choose to become a designer, or you were forced to become one?

NC : I chose it because I love it. No one forced me. Everything I do is driven by passion.

DL: What do you design, what type of designs do you wish to design more of?

NC : I work across architecture, exhibition, graphic design, branding, and even content platforms. What I want to do more of now is fashion—creating my own brand to express something new through clothing—and also furniture design.

DL: What should young designers do to become a design legend like you?

NC : Honestly, I don’t see myself as a legend. I’m still working. Legends are usually titles for those who’ve already stopped. I just keep doing what brings me joy. The results will speak for themselves someday.

DL: What distinguishes between a good designer and a great designer?

NC : A good designer delivers results. A great designer shapes influence that resonates throughout society.

DL: What makes a good design a really good design, how do you evaluate good design?

NC : Intention, meaning, and impact—not just visual beauty without substance.

DL: What is the value of good design? Why should everyone invest in good design?

NC : Good design builds culture, changes behavior, and creates tangible value. It’s what distinguishes quality from mediocrity. It adds value beyond function.

DL: What would you design and who would you design for if you had the time?

NC : I’d love to design urban spaces or public areas—projects that directly benefit communities and cities.

DL: What is the dream project you haven’t yet had time to realize?

NC : A mixed-use architectural project that introduces new lifestyle patterns through spatial programs.

DL: What is your secret recipe of success in design, what is your secret ingredient?

NC : Trusting my own instincts.

DL: Who are some other design masters and legends you get inspired from?

NC : Mies van der Rohe, Le Corbusier, Peter Eisenman, Sou Fujimoto, Rei Kawakubo (Comme des Garçons), Future Systems, David Carson, Marc Newson, Philippe Starck, Vivienne Westwood, and Virgil Abloh. These are people who broke design boundaries for me.

DL: What are your favorite designs by other designers, why do you like them?

NC : There are many, but Villa Savoye by Le Corbusier and the Neue Nationalgalerie by Mies van der Rohe stand out. They represent a sophisticated simplicity—a core system of architectural thinking that has deeply influenced me.

DL: What is your greatest design, which aspects of that design makes you think it is great?

NC : The Jorakay Pavilion 2024. It redefined the image of trade fair exhibitions by transforming them into abstract architecture that communicates across all levels.

DL: How could people improve themselves to be better designers, what did you do?

NC : Stay hungry. Seek out new challenges. Never stay still.

DL: If you hadn’t become a designer, what would you have done?

NC : I might have become an artist instead.

DL: How do you define design, what is design for you?

NC : Design is the act of discovering what doesn’t exist yet—and bringing it into being with meaning.

DL: Who helped you to reach these heights, who was your biggest supporter?

NC : Myself, my family, my team, and the first few clients who believed in me before I had any portfolio to show.

DL: What helped you to become a great designer?

NC : Self-belief, and continuously repeating what I love doing until others clearly understood who I am.

DL: What were the obstacles you faced before becoming a design master?

NC : Not yet finding clients who truly matched my ideas—or budgets that properly respected the creative value.

DL: How do you think designers should present their work?

NC : Don’t just show what you made—share what you believe in. Great presentation isn’t just about looks—it’s about communicating your thinking, your system, and your signature.

DL: What’s your next design project, what should we expect from you in future?

NC : I’m building my own fashion brand. It’s a new kind of statement that lets me tell my story differently.

DL: What’s your ultimate goal as a designer?

NC : To create a movement in both local and international design scenes. To be globally recognized and to shape cultural impact.

DL: What people expect from an esteemed designer such as yourself?

NC : To bring new ideas that shake things up—and to keep the excitement in the industry alive.

DL: How does design help create a better society?

NC : Design is a tool for communication and behavioral change. Done right, it connects people, communities, and cities—elevating quality of life.

DL: What are you currently working on that you are especially excited about?

NC : Architecture and fashion—these are the next steps in my creative evolution.

DL: Which design projects gave you the most satisfaction, why?

NC : Jorakay Pavilion 2024—it gained international recognition, won multiple global awards, and achieved both conceptual impact and marketing success for the client.

DL: What would you like to see changed in design industry in the coming years?

NC : I want people, especially in Thailand, to understand the true value of design—and recognize the essential role of designers in shaping society.

DL: Where do you think the design field is headed next?

NC : There’s no single answer. The future of design lies in coexisting with a complex world—interacting with technology and human emotion in increasingly nuanced ways, shaped by each culture and economy.

DL: How long does it take you to finalize a design project?

NC : Typically 4 to 12 months for medium to large-scale projects.

DL: When you have a new design project, where do you start?

NC : Always start with “Why?” Then ask “For whom?” and “How?”—to align with the purpose and outcome.

DL: What is your life motto as a designer?

NC : Trust your instinct.

DL: Do you think design sets the trends or trends set the designs?

NC : Design sets the trends.

DL: What is the role of technology when you design?

NC : Technology is a tool to help achieve goals. But we should direct it—not let it dictate us.

DL: What kind of design software and equipment do you use in your work?

NC : AutoCAD, Adobe Suite, Midjourney, AI-based tools, paper and pencil, and ChatGPT. I use whatever helps—no attachments.

DL: What is the role of the color, materials and ambient in design?

NC : They’re the second language. If the message is clear, color, materials, and ambience amplify it powerfully.

DL: What do you wish people to ask about your design?

NC : What is the purpose behind it? How does it serve the people who experience it?

DL: When you see a new great design or product what comes into your mind?

NC : Surprise. And the hidden message—how does it speak to me?

DL: Who is your ideal design partner? Do you believe in co-design?

NC : My current team—they’re already my dream partners. We’re deeply connected as one.

DL: Which people you interacted had the most influence on your design?

NC : My team. Together we evolve, push boundaries, and bring every idea to life.

DL: Which books you read had the most effect on your design?

NC : Ray Gun : Out Of Control / Marvin Scott Jarrett 1997

DL: How did you develop your skills as a master designer?

NC : I keep asking myself where I came from. I revisit my roots as raw material, refine it, rebuild it, and keep pushing it forward. That’s how I became who I am today.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

NC : I’d love to be a teenager in 1970s London—right when punk culture exploded. I want to be part of Malcolm McLaren, Vivienne Westwood, and the early Sex Pistols scene.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

NC : I’m proud, but awards are not the goal. They’re fuel, not the destination. Fame is secondary to the trust people place in my work—which matters more to me than popularity.

DL: What is your favorite color, place, food, season, thing and brand?

NC : Color: Black Place: Berlin / Tokyo Food: Ramen Season: Spring in Tokyo Thing: Dr. Martens shoes, sunglasses Brands: Junya Watanabe Man / Comme des Garçons / Stone Island

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

NC : Once, I presented to Coca-Cola and accidentally said “Pepsi”—I went home with nothing that day.

DL: What makes your day great as a designer, how do you motivate yourself?

NC : Coffee & friends. And the thought of doing it all for my family.

DL: When you were a little child, was it obvious that you would become a great designer?

NC : I never aimed to be “great.” I just knew I wanted to do something different—something with no fixed path that I could enjoy endlessly and live off.

DL: What do you think about future; what do you see will happen in thousand years from now?

NC : Everything will eventually fade.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

NC : I’ll never stop designing. I’m 51 now, but I feel like I’m just starting—at the peak of my energy. I’m waiting for projects that match me perfectly, and when they come, I’ll give them everything I’ve got.