Boyd Kosiyabong Reimagines the Iconic Live and Learn Song to Celebrate Homes Designed Around Real Life
SC Asset Corporation Public Company Limited (SC), Thailand’s No. 1 single detached home brand, is redefining modern residential living with the launch of Live and Learn Home a new home design philosophy inspired by real-life experiences and insights gathered from homeowners. The company also unveiled eight new home series featuring 27 designs, while collaborating with acclaimed songwriter Boyd Kosiyabong to create a new version of his timeless hit Live and Learn, reinforcing the emotional connection between home and life.
Mr. Nattakitti Sirirat, Executive Vice President, Marketing & Innovation of SC Asset Corporation Public Company Limited, said that today’s homebuyers are looking beyond location and aesthetics. Increasingly, they seek homes that can adapt to changing lifestyles and support every stage of life.
As Thailand’s leading single detached home developer, having delivered homes to more than 38,000 families, SC has transformed years of homeowner insights into its new Live and Learn Home philosophy a concept centered on creating homes inspired by the realities of everyday living. Guided by the principle “Live every stage, Learn every change,” the new approach aims to develop homes that evolve alongside modern families throughout every chapter of their lives.
“At SC, every moment our homeowners live becomes an opportunity for us to learn,” said Mr. Nattakitti. “We continuously learn from our customers’ real-life experiences and translate those insights into innovative design solutions that address genuine lifestyle needs. Whether it’s adding a pantry on the second floor or designing bedrooms of similar proportions to better suit family living, every detail comes from understanding how people actually live—not from assumptions. This philosophy is reflected in our eight new home series and 27 thoughtfully designed home models, created to meet the evolving needs of today’s families.”
Ms. Chomchada Kuldilok, Executive Vice President, Corporate Brand of SC Asset Corporation Public Company Limited, said the company wanted to communicate the Live and Learn Home concept in a way that extends beyond conventional product marketing.
To create a deeper emotional connection with consumers, SC has incorporated music marketing into its brand strategy by collaborating with Boyd Kosiyabong, co-founder of Bakery Music and the songwriter behind the iconic hit Live and Learn. The song has been newly arranged and re-recorded to reflect the journey of a home that grows together with the people who live in it.
“Live and Learn is much more than a familiar song it is a timeless piece that has grown alongside generations of listeners,” said Ms. Chomchada.
“Each time people revisit the song at different stages of life, they often discover new meanings that resonate with their personal experiences. That’s exactly why we chose this song to represent the Live and Learn Home concept. We believe a truly great home should also be timeless not only in its design, but in its ability to support every stage of life and evolve together with every member of the family.”
Mr. Cheewin “Boyd” Kosiyabong, co-founder of Bakery Music and composer of Live and Learn, who also arranged the new version of the song, said that over the past two decades, the song has continued to evolve alongside its listeners, with each person interpreting its meaning through their own life experiences.
“Rearranging Live and Learn for SC’s Live and Learn Home campaign gave me the opportunity to tell another story through the idea of home and family,” he said.
“Home is where we live, learn, grow, and experience life’s many changes together with the people we love. That perfectly reflects the message of Live and Learn, which is about learning through every stage of life. SC challenged me to reinterpret the song so that it reflects homes that can expand, adapt, and evolve alongside a family’s changing needs. That’s why this new arrangement has a more upbeat rhythm and a greater sense of movement—capturing the flexibility and adaptability of a home that grows together with the family.”
The Live and Learn Home collection introduces eight new home series comprising 27 home designs, each thoughtfully created to accommodate the changing lifestyles of modern families.
For more information or to schedule a private project visit, please visit: https://m.scasset.com/-5j1
