Modern Lifestyle, Sustainable Furniture

Jun Sat 2020

The social and environmental problems that seem to affect people's lives these days causes many sectors begin to turn around and look at such issues seriously to focus on finding solutions that will lead to more sustainability. Modernform, the big of furniture field is focusing toward the same point as well. Along the footstep of the company from now on, they have already proclaimed that products released into the market must create an impact on society and the environment with sustainability. It is such a big target goal that they want to reach and achieve.

Mr. Somkiat Pawaripong, Assistant Managing Director of Modernform, told us about this story very interesting. He started with a big announcement that the company's path from now on is, to consider society and the environment more than the past in order to step forward to the concept of “Well Being” where the big of furniture industry in Thailand is actually on process to push it to be happened by the year 2019.

“By the concept this year, the products that Modernform will release, we intend to make it under the concept of “Well Being”. We want to focus on improving people's health through sustainability and the environment, so we began to seek out of a new method or material, and when we met and talked to GC, we were fascinated by it. This is the background of the 1st project that we did recycle the saltwater bag into plastic and then molding injected until it turned into a multipurpose chair. And, after that we placed it at the Animal Hospital of Kasetsart University"

With Modernform's intention to go all out on the issue of environmental considerations, together with the meet and join with PTT Global Chemical Public Company Limited (GC) or GC, which has already focused on upcycling plastic waste, resulting in many collaborative projects. In addition to the project of making a chair from a saltwater bag, they are also expanding from this project collaboratively on furniture manufacturing under the concept “Modern Lifestyle, Sustainable Furniture” series as well. Mr. Somkiat also told us about this collection ecstatically that it is such an extremely impressive development of company so far.

"First, I need to say that furniture products made from plastic is actually a few amounts because most of them are woodworking, iron work and aluminum work. But anyhow, when we started the 1st project (using a bag of saltwater), we felt it was so good because in our view, we are already looking for new composite materials, especially recycled materials which is even more compatible with our concept both Sustainability and Circular Economy and all of this benefits for both consumers and society as well.

For this reason, we decided to continue to step forward widely. When the 1st project we did has enlighten us, we decided to go ahead with plastic. Also, it was a perfect timing that GC invited us to go to Bangkok Design Week and let us show the exact product, so we didn't wait for the time anymore. In that event, we showed “Modern Lifestyle, Sustainable Furniture” series to promote together with GC which was actually just only the stage of Prototype”.

Even it was the day of the 1st collection debut, the response was received unexpectedly. The Assistant Managing Director of Modernform continued to tell us that, the selling price must be set for commercial that day. He believed that the design that meets the need, combining with upcycling materials from plastic wastes makes people interested and willing to order at the event.

“The response at the day we launched at Bangkok Design Week was very good impressively. There were many customers asking for it which we reveal the price because we aim to make it a mass product anyway. Because, if it was not a mass but selling into Niche market, the use will come from people in only one group. But we want to make an affordable price for all while the prototypes that we show meets both outdoor and indoor needs and fits the lifestyle of today's workers called “Work Anywhere”. That’s why we gained a lot of intension and when they saw it, they said I will have it for my office / Co-Working Space decoration suddenly".

This reaction seems like a compass that confirms that Modernform is walking in the right direction. Mr. Somkiat also confirmed to us once again that the company's approach from now, upcycling will be the main selling point. And, in the coming future, they will have to communicate this matter out loud and clearer so that customers can understand what the big brother of Thai furniture industry is now doing to show that it is not only selling products under their brand names but also want to bring sustainability to society and the environment for people as well.

"Our upcycling concept is the main selling point now. Recently, when we're doing advertising media, we're going to say that this chair made from 15% upcycling plastic which is equal to 9 water bottles or milk bottles. We need to make them understand simply how it came. However, for our products in the future, I give the direction that we want to use the upcycling plastic pellets up to 100%. Well, it is possible already for now, but the beauty side will drop down because it will not be as fresh as new plastic pellets anyway.

As for the quality issue, it is no different from the standard at all because we make it no different intentionally. The reason is that when we make it qualified and functional, quality matters must also pass the test in term of weight/attack endurance based on furniture standards as well".

Although the word “Modern Lifestyle” in the era that consumption of people causes the question and seem contradict the term “Sustainable” that Modernform wants to reach, but by the intention of Assistant Managing Director of the company, we still believe that these 2 words can go together. The concrete result will be proved by the product released into the market by Modernform further.

“Sustainable is the term about a matter of how we want to make it sustainable for the future while Modern Lifestyle is talking about life, well-being of the people which was changed relatively by the change of the world. We are a furniture design and manufacturing company based on people's lifestyles and aim to make life better of people, so we need to focus on the environment today. In the other side, we also want to ask back to the society that can you live your life without destroying the environment?

If today, we use furniture or things that can be reused and remake into a new look and we can live with it like this further, I think it can be considered that we care and save the world as well which I think it is possible.

Environmental matters have always been a concern of us all the time. For furniture, If it can be changed, we just have to start doing. Yes, the opportunity to develop is out there but we must teach and educate the market to let them aware. Today, if we want to use a good furniture along with contributing to society, we have to say it. For example, the plastic used in this furniture is the upcycling plastic and if you buy this, values you have got is you are saving the world and taking care of the environment for both of your own and your society as well.

I believe that from now, this will be the path Modernform walks further. we will gradually add more and more. Finally, where does the future go? I cannot answer. But the industry will change. I think the trend of composite materials in the European side has gone a long way. People over there have already accepted upcycling and recycled materials. As for the Asian market, it still takes time to communicate” concluding said Mr. Somkiat. And we hope that day will come.