One judgment, held across five disciplines and two markets.

Sideri is a design studio led by Rahut Jongsiri, working in cross-border creative direction across brand, object, space, and digital systems. It treats physical and digital as one experience, not two disciplines — the way a considered retail space and its interface now read as a single thing — and it treats each project at the level of the whole, not the part. Most practices specialise in one lane; Sideri's work is range held together by a single judgment, on a cultural axis that runs between Japan and Thailand.

The range is deliberate. I build brands from zero — including SOJYU, created in-house at UDS from positioning and name through scent, product, space, and its e-commerce site. I direct brands across borders — Bistro Palette in Bangkok, run from Japan. I've designed bespoke furniture at Hiroshi Nakamura & NAP Associates, design systems and an AI product feature for live software, and I curate art at architectural scale.

Underneath all of it is a foundation formed in graduate study at Musashino Art University, in the programme led by Kenya Hara: design that begins from how perception and meaning actually work — phenomenology, semiotics, and embodied cognition. SOJYU is the clearest form of this: one idea carried across scent, product, and spa experience — and across the bilingual store that sells it — so the physical and digital sides read as a single experience, not a brand with a website bolted on.

That merge is the studio's core: I take a brand, a space, or a product from the first idea to the built, shipped, sellable thing — physical and digital held to one intent — and I can do it in either market. For larger engagements, I lead a trusted network of specialists — brand, spatial, build, digital — assembled per project and directed to one intent, so the work scales without losing the single mind that holds it.