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Supermachine Studio: Packing A Punch

The young but dynamic Bangkok-based design agency is led by Pitupong Chaowakul, who goes by the nickname ‘Jack’. Nikki Busuttil writes

Supermachine Studio: Packing A Punch


July 31st, 2013


Bangkok University Creative Centre, featuring a 10,000 unit low-tech interactive pixel wall for students to constantly adapt

Jack, a friendly, forthcoming personality, openly shares that he set up Supermachine Studio in 2008 as a result of a previous failed partnership with five other designers that “didn’t work out”.

“I founded my own studio to be able to dig deeper into what I was interested in, which turned out to be so many things,” says Jack.


Wyne by Sansiri Sales Gallery, main entrance

With the help of his eight-strong team, he readily explores many of those passions. Supermachine Studio is a multi-disciplinary design firm of architects and their projects extend far beyond building boxes.


Wyne by Sansiri Sales Gallery, condo sales office 
“Our work covers many disciplines: architecture, interiors, exhibitions, music festivals, urban research and installations,” reels off Jack. From small-scale to larger endeavours, Supermachine Studio, as tiny as it may, at first glance, seem, certainly packs a creative punch.
“Our projects are normally derived from much conceptual interpretation. We work a lot with real concepts and try not to cling to one style,” Jack responds when asked about signature work.


Bangkok University Imagine Lounge. See our project feature here

One of Supermachine Studio’s current projects is a small beachfront playground on Thailand’s East Coast: “We call it ’10 Cal. Tower’ – it’s a labyrinth of wandering concrete staircases for kids, and parents, to get lost in.”


SCG 100 years playground, Supermachine Studio’s version of a public playground

Jack and his small team always remain critical about their work, and constantly question how they can improve, even after a project is completed. He believes the key to successful outcomes is in working closely with the client and keeping things small.


Tukcom Sriracha, an IT mall project

“Our team is like a family. Eight is already a big family… A large workforce is more difficult to manage,” says Jack, who has no plans to expand the business. “We are running just fine like this. Supermachine [Studio] equals small office, big projects, super efficiency.”


Saatchi&Saatchi Bangkok, featuring a ’mobile’ reception counter

Supermachine Studio 

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