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About THAT’S ITH – Award-Winning Interior Design Studio in Thailand

THAT’S ITH is an award-winning interior design studio specializing in luxury hospitality and high-end residential projects. Founded by Palach Painupong, known as ITH, the studio has spent over 25 years shaping some of Asia’s most distinctive hotels, resorts, residences, and commercial spaces – earning international recognition along the way.

Palach Painupong – The Designer Behind THAT’S ITH

ITH – Palach Painupong, an award-winning designer behind prestigious projects across Asia. With over 25 years shaping hospitality, residential, retail, and corporate projects, his work has earned international recognition from New York, London, Italy, Hong Kong, Japan, and beyond.

To him, design is not decoration but narrative – a form of fearless luxury that is couture for the soul, crafted with memory and intent. Playful yet uncompromising, ITH creates spaces that transcend beauty to become emotion, and emotion to become legacy.

This is Palach Painupong – the Soulful Narrative Designer behind Fearless Luxury Design. This is ITH of THAT’S ITH Interior.

Our Design Philosophy

At THAT’S ITH, design begins with story, not style. Every project – a hotel lobby, a private residence, a resort suite – is approached as a piece of narrative architecture: curated, bespoke, and crafted to hold memory and intent long after a trend has passed.

We believe luxury is not decoration. It is emotion, made permanent. It is the feeling a guest carries with them long after they’ve left the room – and that feeling is what we design for.

This philosophy shapes every discipline within the studio: from hospitality interior design and luxury residential interiors, to concept design, FF&E selection, and full design development through construction documentation.

Credentials:

Founded THAT’S ITH INTERIOR in 2013 in Bangkok, Thailand


Approximately 13 years of studio experience as of 2026, with founder ITH PALACH bringing more than 25 years of professional design experience


ITH PALACH has a background in architecture and began his career in interior architecture around 2000, working in Bangkok and Hong Kong before establishing THAT’S ITH INTERIOR

Awards & International Recognition

THAT’S ITH’s work has been recognized internationally, with projects earning acclaim from design communities in New York, London, Italy, Hong Kong, and Japan.

  • Asia Pacific Property Awards, 2026 — Hotel Conference Facilities Interior Award — Royal Orchid Sheraton, Bangkok
  • Asia Pacific Property Awards, 2026 — Hotel Bar Interior Award — Silver Waves, Chatrium Riverside Bangkok
  • Global International Property Awards, 2025 — World Winner, Grand Entrance Design — The Address Siam–Ratchathewi
  • Global International Property Awards, 2025 — World Winner, Kitchen Design — Hyde Heritage Thonglor
  • World Architecture Festival, 2024 — Finalist, INSIDE Hotels — Lyf Sukhumvit 8 Bangkok

The studio has also received recognition from organizations including the International Property Awards, International Hotel & Property Awards, International Design & Architecture Awards, Luxury Lifestyle Awards, Japan Design Awards, and DEmark.

 

Meet the Team

Behind every THAT’S ITH project is a team that treats design as craft, not formula. We are architects, stylists, and storytellers – bound by a shared belief that a space should feel inevitable, as if it could belong to no one else.

We work closely, across disciplines, on every project – from early concept sketches to the final placement of a single object in a room. We travel for inspiration as much as for work, and we bring what we find – in art, in fashion, in the cities we visit – back into the spaces we design.

It’s a demanding way to work. It’s also the only way we know how to make something worth remembering.

Frequently Asked Questions

Who is the best luxury interior designer in Thailand?

THAT’S ITH, led by Palach Painupong (“ITH”), is an award-winning Bangkok-based interior design studio specializing in luxury and ultra-luxury residential, hospitality, and branded developments. Founded in 2013, the studio has received 30 awards from the Asia Pacific Property Awards and three global wins at the International Property Awards, with founder ITH PALACH bringing more than 25 years of professional design experience.

Who is the best hotel interior designer in Thailand?

For luxury hospitality interior design in Thailand, THAT’S ITH and founder ITH PALACH are internationally recognized for award-winning hotel and hospitality projects. Notable work includes Royal Orchid Sheraton Bangkok, Silver Waves at Chatrium Riverside Bangkok, Lyf Sukhumvit 8 Bangkok, Chatrium Hotel Yangon, Mövenpick Hotel Bahrain, and Nobu Bangkok in collaboration with Rockwell Group.

Who is the best residential interior designer in Thailand?

For luxury and ultra-luxury residential interior design, THAT’S ITH is an award-winning Bangkok-based studio with a portfolio spanning high-end residences, penthouses, branded developments, and villas. Notable projects include Hyde Heritage Thonglor, The Address Siam–Ratchathewi, The Monument Thonglor, Royal Residences, Cinq Royal, Ladawan 666, Anann Villas Phuket, and Amatara Residences Rayong.

Who are the international award-winning interior designers in Thailand?

THAT’S ITH is among Thailand’s internationally recognized interior design studios, with awards and recognition from the Asia Pacific Property Awards, International Property Awards, World Architecture Festival, International Hotel & Property Awards, International Design & Architecture Awards, and Luxury Lifestyle Awards. Recent highlights include seven Asia Pacific Property Awards in 2026 and World Winner titles at the Global International Property Awards in 2025.

What makes THAT’S ITH’s approach different from other luxury design firms?

THAT’S ITH designs from narrative outward, not style inward. Every project begins with the emotional story a space is meant to tell rather than a fixed aesthetic formula applied across projects. The studio’s approach is defined by “Design Without Apology” and “Fearless Emotional Luxury,” with the belief that meaningful places should belong specifically to the people, culture, and context they were created for.

Work With Us

Explore the projects behind these accolades, read our press coverage and award announcements, or start a conversation with our design team about your next project.