TCX2025

A cinema exhibition asks visitors to do something a conventional screening does not: choose a route, enter a scene and discover the next story through space. For Thai Content Experience 2025 at QSNCC Bangkok, KAMELION worked with JUNGKA Studio to turn a programme of Thai film, music and drama into an immersive exhibition.

Presented within THACCA’s SPLASH Soft Power Forum, the project brought six distinct experiences into one hall. JUNGKA supplied the creative briefs; KAMELION developed the exhibition design, from room layouts and visitor circulation to projection planning, speaker positions and scare triggers. The work connected the audience journey with the practical questions of how each room would be built and experienced.

One hall, different ways to watch

The design archive shows the exhibition as a connected collection of rooms. Curved screens sit beside enclosed passages, a cornfield and more open gathering spaces. Seen together, these forms reveal the central design task: giving each story its own atmosphere while fitting the experiences into a shared venue.

The programme ranged from Visionary of Thai Cinema and Cinematic Symphony: The Heartbeat of Thai Film to Living Room Chronicle, a live journey through five eras of Thai drama. Horror experiences drew on Shutter, Tee Yod and Nang Nak, with The River Adventure introducing a dome ride into the exhibition.

Walk the space before it exists

KAMELION previsualized the rooms at one-to-one scale in Unreal Engine. The resulting walkthroughs made the relationship between scenery, screens and the visitor’s point of view visible before construction. A plan could show where a wall stood; the walkthrough could show the approach to it, the view through a doorway and the next image waiting beyond.

The surviving exports include overview studies and dedicated sequences for individual zones. They are presented here as design development, alongside the final project film’s footage of installation and audiences. That distinction matters: the model explains the design intent, while the event footage records the space in use.

From the model to the show floor

The complete KAMELION project film moves between digital walkthroughs, on-site setup and the public experience. Early shots show people working in front of a curved projection surface, followed by visitors circulating among screens and scenography. Later sequences return to the virtual environments, making the transition between production tools and the installed exhibition part of the story.

A screen becomes a room

In the cinema and music areas, the archive footage shows images extending across suspended displays and a broad curved surface. The room changes with the material on screen: a bright sequence opens up the space, while silhouettes and darker passages give its edges a different presence. KAMELION’s contribution was the spatial and technical design around this content; the director tribute films and orchestral medley were created by other teams.

Inside the story

For The River Adventure, KAMELION also produced the graphics and visuals shown in the dome ride; the dome projection itself was outside our scope. The production archive preserves river environments, character development and dome-related outputs. Elsewhere, the walkthrough studies establish the contrasting worlds of Shutter and Tee Yod, using architecture, thresholds and enclosed views to frame the encounter.

The event film closes the loop with audiences, photo moments and live performance. These are records of a collective production, bringing the exhibition design together with the work of filmmakers, performers, content teams and the crew on site.

Project credits

Immersive exhibition design, Unreal Engine previsualization and the content for The River Adventure dome: KAMELION. Creative briefs and project collaboration: JUNGKA Studio. Event context: Thai Content Experience 2025, THACCA / SPLASH Soft Power Forum, QSNCC Bangkok. Scripts, director tribute films and the orchestral medley were handled by other teams. Film properties, music and performances remain credited to their respective creators.

Images combine original design exports and clearly identified stills from the TCX 2025 project film in KAMELION’s production archive. Read KAMELION’s project account.