Interview with Anita Srisakulchawla | The Founder & Executive Manager of ASC Interior from Thailand

I hold a Bachelor's Degree in Interior Architecture from Jefferson University (formerly known as Philadelphia College of Textiles & Science). Following graduation, I returned to Thailand and began working at P49 Deesign & Associates, a well-regarded design firm, while also pursuing a Master's in Business Administration at Bangkok University in the evenings.

During my time at P49, I was fortunate to work alongside talented colleagues and mentors who taught me the ropes in an era before the internet and modern design tools. After two and a half years of full-time work and another year of freelancing, I realized that I had much more to learn in order to succeed in the Thai market. Eventually, I left the firm to get married and complete my Masters degree. After my completion, with my father's encouragement, I launched my own interior design firm, which has since thrived for two decades. My company focuses on mid-range hospitality, commercial, and residential projects.

As the founder and Executive Manager of ASC Interior, my role encompasses leadership defined by resilience, growth, and continuous innovation. This journey traces back to my foundational education at Philadelphia College of Textiles, now Jefferson University, where I cultivated a profound passion for design and business, further complemented by an MBA from Bangkok University. This academic background has equipped me with the strategic insight necessary to navigate the complex landscape of the design industry.

Early in my career, I garnered invaluable experience at P49, a renowned international design firm in Thailand, honing my skills and gaining insights that paved the way for my entrepreneurial venture. Establishing my own design firm marked a pivotal transition from being an employee to becoming a visionary leader, entrusted with the responsibility of steering the company toward success.

Over the past two decades, ASC Interior has evolved into a recognized name in interior design, specializing in mid-range hospitality, commercial, and residential projects. A notable highlight was the Dream Hotel project, which not only garnered industry accolades but also solidified our reputation in the hospitality sector. The success of this project underscores our unwavering dedication to excellence and client satisfaction.

As a Thai-Indian woman, founding and scaling a design studio in Bangkok was a significant achievement. Twenty years ago, the local landscape had few interior design firms, and winning awards against more seasoned competitors marked a pivotal turning point for ASC. It motivated us to integrate more international standards into our work, further enhancing our standing in the industry.

ASC Interior, a woman-owned boutique hotel interior design firm, navigates a competitive landscape dominated by large Thai firms. Despite this, ASC Interior has transcended its humble beginnings with just three staff members to become a renowned international interior design company, particularly known for its work with major hotel chains.

The journey of ASC Interior has not been without its trials. The COVID-19 crisis necessitated a drastic downsizing of our workforce to ensure survival. Currently, ASC Interior comprises a dedicated team of 10 staff members, including administrative personnel, design professionals, and freelance collaborators.

Our employees perceive ASC Interior as a supportive and dynamic workplace, where creativity flourishes, and contributions are valued. We prioritize employee development through tailored learning programs focused on enhancing technical skills, project management, and cultural sensitivity.

Furthermore, ASC Interior is committed to Corporate Social Responsibility initiatives, emphasizing sustainability in design practices, community support, and fostering diversity and inclusion within the industry.

In essence, ASC Interior’s journey embodies resilience, creativity, and a commitment to excellence in the face of adversity, positioning us as a trusted partner in the realm of hotel interior design.

Thank you for the congratulations! Winning the 2024 TITAN Property Awards (Gold Medal) holds profound meaning for our team and organization. Design, for us, is a collaborative effort, and this recognition underscores the hard work and dedication of every team member involved.

The award serves as a validation of our team's efforts and expertise, boosting our confidence and motivating us to strive for excellence without limitations. It's a testament to our commitment to delivering exceptional results and gaining recognition within the design community.

Moreover, participation in and the possibility of winning such an award have a ripple effect, impacting not only our team but also our suppliers, contractors, project managers, and most importantly, our clients—both existing and potential.

In essence, winning the 2024 TITAN Property Awards is a collective achievement that energizes us to continue pushing boundaries and setting new standards of excellence in our industry.

Our entry into the 2024 TITAN Property Awards, Marasca Khao Yai, represents an exclusive retreat nestled in the scenic mountains of Khao Yai, offering only 18 distinctive accommodations. Situated amidst a UNESCO World Heritage site, the resort is meticulously crafted to inspire guests on a journey of self-discovery, urging them to #RediscoverYou. Drawing inspiration from the natural allure of its surroundings, Marasca is dedicated to curating intimate yet casually luxurious escapes, focusing on creating cherished 'cherry-on-top' moments.

We prioritize creating spaces that surpass the comforts of home, fostering curiosity while catering to individual preferences for rest, play, and work experiences. Signature offerings include culinary delights, diverse landscapes, and a range of accommodations, from Glamper Vans to Luxurious Glamping Tents and Private Home Haven Villas. Additionally, we provide nature and well-being workshops, private dining options, and extraordinary celebrations set in remarkable locales. Marasca promotes a holistic lifestyle through its organic vegetable garden, blooming meadow, nature-infused playground, and the Marasca Stardeck for celestial experiences beneath the night sky.

With the Marasaca Khaoyai project, we encountered numerous challenges and triumphs. Taking on this project as a turnkey assignment, we faced significant hurdles, particularly due to its remote location outside of Bangkok. The unpredictable weather and the fixed opening date added layers of complexity. Labor costs were three times higher than usual, and sourcing materials in a UNESCO-protected area proved difficult. Replacing tools and materials took longer due to delivery delays, which impacted the overall execution timeline.

Despite these obstacles, we learned to be resilient and resourceful, finding innovative solutions to save time and costs. We mastered the art of task shuffling and effectively managing the available resources, including labor and materials. This approach ensured continuous work for our daily-paid workers, preventing downtime and maintaining productivity.

After the soft opening, we identified certain areas where our solutions could be improved, allowing us to make necessary adjustments before the grand opening. This experience provided invaluable knowledge for the team and contributed to the project's overall success.

Winning this award has profoundly impacted our practice and career in several ways. It has instilled a sense of pride and joy in everyone involved in the project, encouraging us to reflect on our achievements and recognize the value of our work. The award serves as a powerful motivator, driving us to strive for even greater excellence.

Throughout any project, we face numerous challenges, and overcoming them requires perseverance and problem-solving skills. This award acknowledges our ability to navigate these difficulties and provides us with the confidence to continue delivering satisfactory results to our clients. It also enhances our credibility with current and future clients, leading to increased business opportunities and fostering both financial and professional growth.

Moreover, the recognition from our peers and industry judges offers valuable insights into how our work is perceived by other designers. This perspective allows us to continually improve and innovate, further motivating our team and strengthening our position within the industry.

A well-designed property should fulfill its intended purpose efficiently, whether it's a residential, commercial, or hospitality space. Secondly, aesthetics play a significant role. A visually appealing design creates a positive impression and enhances the overall experience for occupants or visitors. Attention to detail is crucial. From the layout to the materials used, every aspect should be carefully considered to ensure cohesiveness and quality.

Additionally, sustainability is increasingly important in modern property design. Incorporating eco-friendly practices and materials not only reduces environmental impact but also adds value to the property in the long run. Furthermore, flexibility and adaptability are essential qualities in property design. Spaces should be able to accommodate changing needs and lifestyles over time, ensuring longevity and relevance.

Ultimately, a "good" property design is one that seamlessly integrates functionality, aesthetics, attention to detail, sustainability, and adaptability to create spaces that are not only beautiful but also practical, comfortable, and sustainable for the occupants. We believe that by prioritizing these factors, we can create properties that stand the test of time and contribute positively to the lives of those who interact with them.

I have a fondness for the classic style of design with touches of modern elements. However, my taste is flexible according to my team’s recommendations and what we collectively feel is suitable for our clients, and until and unless I am happy with the work I cannot make myself to convince the clients. At the moment I love what I refer to as ‘relaxed luxury,’ maybe because of my age or the pandemic that triggers the change in style which is a design that uses furniture that is not too formal, but still gives a sense of luxury.

My personal design style is a blend of classic and modern elements, with a current preference for "relaxed luxury." I prioritize creating a look that reflects the location, the owner's taste and personality, and any requirements from operators for hotel projects. While my tastes can shift, my top priority is always ensuring that I am personally satisfied with the work before presenting it to clients. I aim to create spaces that feel welcoming and comfortable, without sacrificing a sense of luxury.

I didn’t set out to become an interior designer initially. Growing up, I had a passion for various art techniques and mediums, enjoying the process of mixing and matching them. My personal style was simple, but I realized that simplicity was my unique signature.

Originally, I pursued a major in computer science due to limited options in Bangkok at the time. However, my father’s forward-thinking approach to education and his love for travel led me to the US, where I enrolled in the College of Textiles and Science in Philadelphia, now Jefferson University. Before starting, I completed six months of basic art and drawing courses, which deepened my fascination with architecture and interior design.

The flexibility of the US education system allowed me to explore different fields, and during my technical training and museum visits, I became intrigued by the storytelling aspect of design. My discussions with my parents highlighted the practical challenges of becoming an architect in Thailand, so I chose interior design, which allowed for greater creative freedom and professional recognition.

In college, I embraced the emerging technology of 3D walkthroughs and the importance of integrating a story into every design. This led me to extensively research historical backgrounds, cultural influences, and societal norms for every project. My travels around the world exposed me to diverse human behaviors and enriched my understanding of how to create spaces that cater to different types of customers.

Ultimately, I became an interior designer not just because I love art, but because I love understanding people and providing them with a home away from home. Designing for the hospitality sector allows me to create environments that offer comfort and meet international standards. The joy of seeing customers appreciate the thoughtful details and the positive impact on their experience drives my passion for design.

As an interior designer with 20 years of experience, my favorite kind of design is one that fully embodies the client's vision and needs. It's not about a specific style or type of design; rather, it's about understanding the brief and exceeding expectations. My interpersonal skills, such as communication, emotional intelligence, and empathy, play a crucial role in this process. I believe in being upfront and honest with clients from day one, ensuring that their feedback and receptivity to the design are aligned with our goals.

Problem-solving skills, dependability, and teamwork are core strengths that I bring to every project. We meticulously consider every aspect, from budget and timeline to the smallest design details. Collaboration with suppliers is essential, as they provide us with the latest materials and technological innovations, which we incorporate to add value to our designs.

Ultimately, it's the depth of understanding and the ability to create spaces that clients truly want to inhabit that drives my passion for interior design. Meeting and surpassing client expectations, while staying adaptable and resourceful, is what makes each project rewarding and successful.

Our organization’s success in the interior design industry can be attributed to several key factors that align with both our mission and the needs of our clients. Here are three qualifications that have been instrumental in our achievements and that match the requirements of the job:

1. Utilizing Local Materials: Our commitment to using locally sourced materials not only supports sustainability but also helps in maintaining budget efficiency and ensuring timely project completion. This practice has garnered appreciation from clients who value eco-friendly and community-supportive initiatives.

2. Technical Expertise in Drawings: Our team is highly skilled in creating detailed and precise technical drawings. This expertise ensures that every aspect of the design is meticulously planned and executed, minimizing errors and streamlining the construction process. Clients trust our technical proficiency, knowing that it leads to flawless implementation.

3. Client-Centric Approach: We believe in maintaining open and honest communication with our clients from the very beginning. This transparency builds trust and ensures that the design truly reflects their desires and needs. Our ability to listen, adapt, and respond to client feedback has been a cornerstone of our success.

4. Value Engineering: We excel in value engineering, ensuring that every project is not only aesthetically pleasing but also cost-effective. By optimizing resources and finding innovative solutions, we deliver high-quality designs within budget constraints. This approach has consistently resulted in client satisfaction and project success.

Our organization's mission is to create innovative, sustainable, and client-centric designs that enhance living and working environments. I genuinely align with this mission through my dedication to understanding client needs, my commitment to sustainable practices, and my continuous pursuit of excellence in design and execution. By leveraging these qualifications, I am confident in my ability to contribute to our ongoing success and deliver outstanding results for our clients.

Thailand's uniqueness in the design industry stems from its rich cultural heritage and the profound respect for tradition that permeates every aspect of life. Good design transcends societal and cultural barriers through its simplicity and aesthetics. However, in Thailand, the incorporation of cultural norms and values elevates design to a new level by ensuring it resonates deeply with the people and respects their sentiments.

Thailand is a country where respect and humility are expressed through art, language, food, and decor. The intricate craftsmanship seen in Thai artistic elements is unparalleled. Whether it's traditional Thai architecture with its elegant roofs and intricate carvings, or modern designs that blend contemporary aesthetics with traditional motifs, Thai design always reflects a deep appreciation for heritage and culture.

The presentation of food in Thailand is another testament to the nation's unique design philosophy. Dishes are not just prepared for taste but are also artistically arranged to please the eye, showcasing the importance of aesthetics in everyday life.

Furthermore, Thai craftsmanship is renowned for its attention to detail and the use of locally sourced materials, which not only supports sustainability but also keeps traditional arts and crafts alive. From hand-woven textiles to intricately designed ceramics, Thai artisans infuse their work with a level of detail and care that is rare and highly valued.

In summary, what makes Thailand unique in the design industry is its ability to seamlessly blend modern simplicity and aesthetics with a deep respect for cultural norms and traditions. This approach ensures that designs are not only beautiful and functional but also culturally enriching and respectful, making them truly distinctive on the global stage.

Absolutely, Thailand's cultural heritage profoundly impacts my design process. The country's uniqueness in the design industry goes beyond mere appreciation of artistic skills. It is deeply rooted in the knowledge and innovations passed down from older generations. In earlier centuries, much of this wisdom was not fully documented or shared, but today we are rediscovering and tracing back these traditional techniques, such as creating colors from flowers and leaves.

Thailand has long been known for using local produce for everything, from food to construction. What we now call sustainability was inherently practiced here long before the term became a global buzzword. This deep-seated tradition of resourcefulness and respect for nature influences our approach to modern design, making social awareness a central theme. Incorporating these ancestral methods into contemporary design not only honors our heritage but also enriches our projects with a sense of authenticity and cultural depth.

By learning about the historical context and cultural significance of each project location, we can fully express the local culture through our designs. This approach ensures that our work is not only aesthetically pleasing but also culturally resonant and environmentally responsible. Thailand's rich cultural heritage and traditional practices have thus shaped a unique design philosophy that values sustainability, social awareness, and a profound respect for history. This influences my design process, allowing me to create spaces that are deeply connected to their cultural roots while addressing contemporary needs and values.

Thailand has significantly advanced the interior design industry due to its vibrant cultural diversity and international influence. The presence of numerous international companies and a steady influx of tourists compel us to be mindful of various regional backgrounds and incorporate this awareness into our designs. This multicultural environment enriches our creative processes and allows us to develop spaces that cater to a broad audience.

Moreover, Thailand's rich cultural heritage provides a wealth of inspiration, enabling designers to blend traditional elements with modern aesthetics seamlessly. We are also highly receptive to new technologies, integrating innovative solutions to enhance the functionality and appeal of our designs. This openness to diverse influences and cutting-edge advancements ensures that the design industry in Thailand remains dynamic, forward-thinking, and globally competitive.

As an interior designer married to a real estate agent, "real estate" to me signifies understanding the full potential of each property before engaging with clients. It's crucial to evaluate both the pros and cons of a property. This comprehensive assessment allows us to address any issues and find solutions before advising clients, ensuring they make informed decisions.

Honesty and in-depth research are core values we uphold in every transaction, regardless of which side we represent. Observing the real estate industry closely, I have seen how essential it is to provide transparent and well-researched information to clients, ultimately helping them find the best properties that meet their needs and expectations.

As an interior designer, my top three favorite aspects of the real estate industry are:

1. Real-Time Feedback on Current Demand: Real estate agents provide us with up-to-date insights on market trends and client preferences. This immediate feedback allows us to tailor our designs to meet current demands effectively.

2. Exposure to Diverse Client Needs: Meeting various potential clients through the real estate industry exposes us to a wide range of investment interests and design preferences. This diversity helps us stay adaptable and innovative in our design approach.

3. Valuable Lessons on Functionality and ROI: Real estate professionals impart crucial knowledge about the practical aspects of property investment, including functionality and profitability. We integrate these lessons into our design strategy to ensure that our projects are not only aesthetically pleasing but also offer practical value and strong returns for investors.

From an interior designer's perspective, I foresee the real estate industry evolving rapidly over the next 5-10 years. This swift pace will require designers to adapt quickly to the growing needs across all real estate sectors, including hospitality, residential, commercial, and corporate.

1. Hospitality: There will be a heightened demand for innovative and sustainable designs that enhance guest experiences and operational efficiency. Designers will need to integrate cutting-edge technology and eco-friendly solutions to stay competitive.

2. Residential: As lifestyles evolve, there will be a greater emphasis on flexible living spaces that cater to remote work, wellness, and sustainable living. Designers must anticipate these trends and create adaptable, multifunctional environments.

3. Commercial and Corporate: The shift towards hybrid work models will drive the need for dynamic office spaces that promote collaboration and well-being. Designers will need to focus on creating flexible, technology-driven workspaces that support various working styles.

Overall, the fast-paced evolution of the real estate industry will challenge designers to continuously learn and innovate, ensuring their designs meet the ever-changing demands and expectations of clients across all sectors.

To improve one's skills in the real estate industry, I often talk about my son as an example. Aspiring to follow in his father's footsteps and help grow the family business, he went back and pursued a master's degree in real estate finance in the US, interned with a real estate company, and is now working with a Brazilian-owned subsidiary of 3G Capital.

Here are a few explanations I gave him:

1. Gain Diverse Experience: Each country has different demands and requirements. Starting from outside the family business broadens your perspective and helps you understand various market dynamics. Experience in different regions provides valuable insights and fosters adaptability.

2. Build a Strong Network: Networking with peers in the same industry around the globe is crucial. Engaging with professionals from different backgrounds and regions can offer fresh perspectives and open up new opportunities.

3. Learn Continuously: The core value of succeeding in any profession lies in continuous learning and experience. Practical, hands-on experience, combined with theoretical knowledge, will provide a solid foundation.

By following these steps, aspiring professionals like my son can gain a wider perspective, understand regional nuances, and build a robust network, ultimately positioning themselves for success in the real estate industry

One of the most significant sources of inspiration in my life is my father. Despite studying in India, he was admitted to a top engineering program in Thailand, even though he initially did not know Thai. This was especially challenging since he migrated to Thailand after the partition of India and Pakistan. He also took on a paternal role for his much younger brothers after his mother had them later in life.

After graduation, instead of pursuing a career in his field, my father supported his father in the jean export business. Using his education and determination, he elevated the family business, traveling internationally to conduct research and take risks. His efforts led to him becoming a leading exporter, enabling his brother to study in the United States.

My father instilled in us the importance of perseverance and self-reliance, treating his daughters and sons equally. His decision to send me to the United States for education thirty years ago was groundbreaking for our conservative family. He believed that exploration and learning were key to understanding life. These lessons have been invaluable, helping me navigate my education and career with confidence and courage.

I see challenges as opportunities to learn and strive to instill this fearlessness in my team and my children. As the world grows more complex, the next generation must have the strength and resilience to succeed.

As an interior designer with 20 years of experience, I firmly believe that having solid principles in place is the key to success in any project. In the realm of interior design, the seven principles—balance, unity, rhythm, emphasis, contrast, scale and proportion, and details—serve as guiding pillars that ensure a project's success.

1. Balance: Achieving balance in a design involves distributing visual weight evenly throughout a space. This can be achieved through symmetry or asymmetry, ensuring that no single element overpowers the others. A well-balanced design creates harmony and a sense of stability, making the space visually appealing and comfortable.

2. Unity: Unity refers to the cohesion and harmony achieved through the consistent use of design elements and principles throughout a space. By maintaining a consistent theme, color palette, or style, designers create a cohesive and visually pleasing environment that feels connected and unified.

3. Rhythm: Rhythm in interior design is about creating a sense of movement and flow throughout a space. This can be achieved through the repetition of design elements, such as patterns, colors, or shapes. Rhythm adds interest and dynamism to a space, guiding the eye and creating a sense of movement and energy.

4. Emphasis: Emphasis is about creating focal points within a space to draw attention and create visual interest. This can be achieved through the use of color, texture, or unique architectural features. By highlighting key elements, designers can guide the viewer's gaze and create memorable and impactful spaces.

5. Contrast: Contrast involves the juxtaposition of different elements to create visual interest and drama. This can be achieved through the use of contrasting colors, textures, or shapes. Contrast adds depth and dimension to a space, creating visual excitement and highlighting key design elements.

6. Scale and Proportion: Scale and proportion refer to the size and relationship of objects within a space. Designers must ensure that furnishings and architectural elements are appropriately scaled to the size of the room and each other. Proper scale and proportion create a sense of balance and harmony, ensuring that the space feels comfortable and well-proportioned.

7. Details: Details are the finishing touches that elevate a design from good to great. Paying attention to small details, such as hardware, finishes, and accessories, adds depth and personality to a space. Thoughtfully chosen details enhance the overall design aesthetic and contribute to the overall success of the project.

By adhering to these seven principles of interior design, designers can create spaces that are not only visually stunning but also functional, comfortable, and harmonious. These key points serve as a roadmap for success, guiding designers through the design process and ensuring the creation of memorable and impactful interiors.

Absolutely, there's one more thing I'd like to emphasize in this interview. Throughout my journey as a designer, I've learned that the key to continual growth and success is to never stop learning. Whether it's through observing, listening, or seeking out new experiences, there's always something to be gained.

As a designer, I've used my experience to mentor and teach the next generation, while also embracing new technologies to stay relevant in a rapidly evolving industry. Additionally, my roles as a mother, wife, employee, and employer have taught me the importance of passion and love in everything we do.

No matter what hat I wear, I've found that whenever I approach each day with enthusiasm and dedication, the results speak for themselves. So, my parting words of wisdom would be to keep learning, stay passionate, and never underestimate the power of love and dedication in any profession.