SCG Roofing Co., Ltd. has created a new experience for the Thai construction materials industry by launching the “EXCELLA ROOF JOURNEY” Mobile Pavilion, the first of its kind in Thailand. This initiative showcases the outstanding features of SCG EXCELLA ceramic roofs, which combine strength and premium beauty through a traveling exhibition designed in collaboration with the renowned Supermachine Studio. “EXCELLA ROOF JOURNEY” – a roof that can be truly tested.

This campaign reinforces SCG EXCELLA's position as the market leader in Thai ceramic roofing, under the concept “Shine with Grace, Stand Strong Against all Weather”, reflecting premium quality, vibrant colors that do not fade, and suitability for all home styles. The Mobile Pavilion will travel across Thailand from north to south, enduring sun, rain, wind, and storms to demonstrate the practical qualities of ceramic tiles.

One of the key highlights is the SCG Mobile Pavilion in the concept “Tile Capsule”, an architectural structure made from EXCELLA roof tiles arranged at varying angles, gradually transitioning from open to closed and vice versa, forming a droplet-shaped capsule. When visitors step inside, they will experience the interplay of light, shadow, and reflection, encountering a new dimension of roofing that is not only beautiful but also a living architecture.

Premium features of SCG EXCELLA ROOF:

  • Guaranteed leak-proof with meticulous production standards for every tile.
  • Guaranteed no cracking, glossy colors with SCG's special coating technology that withstands all weather conditions, maintaining vibrant colors.
  • Guaranteed comfort as the tiles help reflect and reduce heat accumulation, keeping interiors cool even under strong sunlight.
  • Guaranteed to suit every home style with a variety of designs that cater to both classic and modern homes.

Ms. Sirin Asavapattananon, Portfolio Marketing Director, Housing Product Business at SCG Smart Living stated, “We view roofs not just as a protective element for homes but as an architectural component that reflects taste and quality of life. EXCELLA ROOF JOURNEY provides an opportunity for people to experience the actual qualities of beauty, strength, and durability, which will help build consumer confidence and influence decision-making in material selection.”

In the evening, a Talk Session featured Mr. Phumipak Boonthanom, a board member of Architiss and Nomoreless Design Studio, sharing insights on the role of AI in contemporary architectural design. He emphasized that AI does not replace us but serves as a tool to assist architects in three areas: Client requirements, Design & Presentation, and Drawing Construction.

The session concluded with a discussion led by Mr. Natthapol Vorawanichpong, a representative from Supermachine Studio, who said, “The design inspiration came from the word 'Journey', a journey that must face all weather conditions. We aimed to create a mobile pavilion that can withstand sun and rain throughout Thailand, suitable for both indoor and outdoor displays, using the already strong EXCELLA ceramic roof tiles. This resulted in the image of a Capsule made from roof tiles, gradually changing angles, along with the narrative of the distinctive 'texture' of EXCELLA, which is the heart of the concept 'Tile Capsule', allowing viewers to see both the dimensions of light, shadow, and the actual texture that makes the roof an architecture that people can 'access and touch', not just something above their homes.”

Additionally, at the event “EXCELLA ROOF JOURNEY” in each province, attendees will meet the design team from Supermachine Studio, who will share their experiences, concepts, and inspirations behind the design that started from the word “Journey”, allowing the Pavilion to 'travel' through sun and rain across Thailand. There will also be discussions by experts on the selection of construction materials and design challenges in today's unpredictable weather.

Exhibition Schedule for SCG Mobile Pavilion “EXCELLA ROOF JOURNEY”

  • September 10–12, 2023: Park Silom, Bangkok
  • September 19–21, 2023: Central Plaza, Khon Kaen
  • September 26–28, 2023: Central Festival, Chiang Mai
  • October 3–5, 2023: Central Hat Yai

SCG invites interested parties, architects, real estate developers, and the general public to come and experience the premium qualities of SCG EXCELLA ceramic roofs through the Mobile Pavilion “EXCELLA ROOF JOURNEY”, which will travel to inspire and provide new experiences for people across all regions of Thailand.

For more details about SCG EXCELLA products and the “EXCELLA ROOF JOURNEY” activities, please visit:
Website: www.scgsmartliving.com