The clever Thai Keawkoi that brightens homes wows judges in Europe

Keawkoi, the filigreed decorative cut-out made by Thai firm Voravan, was the only product from Southeast Asia to win an iF award for design this year, in a crowded international field.

Voravan managing director and designer Poramats Voravan is proud of the win in the Germany-based competition, noting that his high-density-rubber shapes were always intended for global use.

Poramats graduated in decorative arts from Silpakorn University before pursuing studies in industrial design in Italy and then joining Lego, the Danish toy-brick maker.

He believes Keawkoi won the iF "seal of excellence" because it answers all the criteria.

"It's unprecedented, yet functional and creative. It can be used for various purposes, limited only by the user's imagination, and it has a strong brand image."

Interlocking patterns

Keawkoi's patented formula binds the individual units together seamlessly. It's sold in various sizes, patterns and colours.

Poramats recognised that patterns were a form of communication before written language and continue to convey messages between peoples who speak different languages.

He reckons that's part of his product's appeal. Keawkoi was selling in 24 countries within two years of its release.

Most of the motifs he incorporated were inspired by ancient symbols.

"Some were the symbols of kings, which commoners wouldn't have been allowed to use. Other patterns represent love and passion."

And colours have different meanings in different countries, he notes. "The Chinese love red because it signifies prosperity, but using black as a decorative shade is taboo.

"Scandinavians don't like bright colours. Red, green and pink products don't sell well in those countries, but black and white items do. In Japan they love brown."

Next up, says Poramats, is "a surprise". His firm is collaborating with top Italian designers on something new.

 TERRIFIC IDEAS

>> Founded in 1953, the iF awards drew more than 2,800 contenders this year from 39 countries.

>> Judges looked at quality, workmanship, materials, innovation, functionality, brand value and safety to both users and the environment.

 >> They gave 802 products the iF seal of excellence.