cre at i v i t y

TCDC profile

i mag i nation

HOW FAR
HAVE WE COME

IN THE PAST
design activities

YEAR?

knowledge
culture
perspective

 C o n t e n t s
02
10
17
38

T C D C W h y w a s T C D C e s t a b l i s h e d ?
T C D C T C D C S e r v i c e s
1 Ye a r o f m a s t e r c l a s s
T C D C T C D C B a c k g r o u n d

Pansak Vinyaratn, Chairman of Thailand Creative & Design Center

IN ORDER TO MAINTAIN
COMPETITIVENESS
IN THE GLOBAL MARKET,
THAILAND CAN NO LONGER
EXPECT TO COMPETE WITH
OTHER COUNTRIES
MERELY IN TERMS OF
LOWER LABOUR COSTS.
THAILAND NEEDS TO
CAPITALIZE ON ITS
CREATIVITY IN DESIGNING
PRODUCTS AND SERVICES
TO BETTER MEET MARKET
REQUIREMENTS.

WHY WAS TCDC ESTABLISHED?

TCDC

Creativity is one of the last

remaining legal ways of
gaining an unfair advantage
over the competition.
Ed Mccabe, Copywriter

W it h r a pid a dv a nc e me nt s i n
t e c hnology, it is inc re a singl y
diffic ult for ma nufa c t ure r s and
se r v ic e prov ide r s w or ldw ide, to
c ompe t e on pr ic e or qua lity al one.
The c onst a nt pur suit of new
t e c hnology t o re duc e c ost, and the
re loc a t ion of ma nufa c t ur i ng bas e
pure ly on c he a pe r producti on; i t i s
re la t iv e ly e a sy for e v e r y c ountry to
ma nufa c t ure qua lit y products at
low c ost . The re sult is a v o rtex of
c ut - pr ic e c ompe t it ion global l y
dr iv ing e xpor t ma r gins do wn.

T C D C


"

"



( V a l u e C r e a t i o n
Economy)

With its limited resources and in the

face of continual global economic
growth, Thailand is incapable of
competing entirely on price. It must
move forward from a manufacturing
economy that relies heavily on
labour and natural resources to the
Value Creation Economy that is not
entirely based on technology or
mass labour, but on an innovative
blend of capital, creativity combined
with our cultural assets and unique
skills that create distinctive and
difficult to imitate products that can
satisfy the needs of world markets.

With the belief that unique design

cannot exist without an understanding of cultural roots and
a body of social wisdom, TCDC
was established to fuse the ingenuity
of Thai society and culture with
modern knowledge and technology,
thereby providing the inspiration to
create new products and services
that are distinctively original and
internationally recognized.

To this end, TCDC's mission is to be a

learning center to stimulate the Thai
people in recognizing the wealth of
Thai values and understand how Thai
society has evolved over time and
blend our knowledge with creativity
and high quality production in order
to create additional value for Thai
products and services.

WHY WAS TCDC ESTABLISHED?

TCDC

+ ( V a l u e

C r e a t i o n E c o n o m y )
" "
" " "
" " "

T C D C

cultural
assets
technology

value
creation
skill

asia
europe
africa
australia
north america
south america

Design and
the Global Situation

2 1

The 21 st century has seen numerous
changes that have had significant
impact on countries around the world.
Production costs rise with higher
wages, raw materials and oil prices.
The expansion of information technology
and biotechnology along with the birth
of a new consumption culture, where
consumers are better informed and
demand high quality products that
better cater to individual preferences,
has caused a fundamental shift in
how products are produced.

This phenomenon has led to the

prominence of design as a driving
force in the growth of economies
and industries. Both public and private
sectors have recognized that the key
to economic success, the new breed
of businesses that will lead to employment
and future prosperity, is the right blend
of creative ideas and culture. Utilizing
design, not only to improve products
or production process, but also to
develop an entirely new business model
is the current paradigm.

Governments worldwide have therefore

prioritized design as a crucial strategy
in industrial development and economic
improvement. National and local policies
place increasing emphasis on design
skills as an important tool for sustaining
economic growth and increasing
economic competitive advantage.

INDEX
4000
3500
3000
2500
2000
1500
1000
500

94

DESIGNP O RT F OL IO

F TSE100

95

96

97

98

99

00

01

02

03

YEAR

Design Council
63
FTSE 100 200%
A s t u dy ( Design Ind ex) car r ied out b y Design C ou n c il f ou n d
t h at 6 3 com p anies id entified as effectiv e user s of d e sign ou tperformed the FTSE 100 b y 200%

UK:

South Korea:

Design Council

.. 2536-2540


. . 2 5 4 0


.. 2541-2546

The British government through a survey of local entrepreneurs

has found that the majority of British businesses invest very
little in design. Determined to advance the role of design to
increase profits and enhance competitiveness, the British
government has set up projects to promote cooperation among
entrepreneurs and designers. The Design Council plays a
major role in helping entrepreneurs to understand and recognize
the importance of design, as well as facilitating the development
of design professionals by offering additional resources aside
from informal training that is already available throughout the
country.

The government and private sectors of South Korea both

recognize that design is a critical factor in business. The
Korean government launched a 5 year industrial design
promotion and development plan in 1993, leading to the
emergence of a large number of designers and design firms.
At the same time, small and medium size businesses became
more aware and focused on design investment. When the
2003 economic crisis forced South Korean industry to improve
its product quality once more, the government responded
with an industrial design promotion and development plan for
the years 1998-2003 to promote higher quality design that
will enhance the country's competitive advantage.

Go o d De s ig n= G ood B u s i n e ss
:

Eco n o m i c Reco v e r y b y D e s i g n
:

China:

India:

Made in China
Designed in China

21

D esi g ne d in C h i n a
:

In its role as the largest low-cost manufacturing hub for the

world, China has emerged as the highest economic growth
country today. But China aims at not merely being producers
of Made in China products, but to become producers of
Designed in China products, in order to increase margins
and dominate world markets with quality and design. Today,
Chinese products have come a long way. Appliances and
computers, for instance, are not only low-priced, but also
meet high international standards of quality and are recognized
as global brands.

Po o l of t h e C re a t i v e G u r u
:

(National Design
) (Design
Provider) ( Creative Manufacturer)

Policy

With the goal to develop the economy and, to strengthen its

competitiveness in the world market, the Indian government
realizing the importance of design and innovation has placed
strong emphasis on developing innovative design, effective
branding, and intellectual property, in the effort to make them the
vanguard of Indian manufacturing and service industries in the
21st century.
To that end, the Indian government has drafted a National Design
Policy, aiming to position India as a primary design provider and
creative manufacturer in world markets and to strengthen cultural
and creative industries as a backdrop to design education, since
culture and creativity form the base for differential creativity the
essence of design advantage. The policy also seeks to raise
awareness among manufacturers and service providers, particularly
small-scale enterprises, about the competitive advantage of original
design and to encourage greater use of design in all products.

New expressions of
creativity
create jobs and income.
Though creative thinking
and economics
appear to be separate matters,
we must put them
together.

Thaksin Shinawatra, Prime Minister of Thailand (2001-2006)

( 2 5 4 4 - 2 5 4 9 )

+ TCDC

TCDC

De c o ns t r uc t ing t h e O ri g i n o f Ta s t e E x a m i n in g c u ltu re , tradition , h istor y, arts, arc h ite c tu re , lite ratu re , mus i c or
an y h u ma n ex pr e ssi o n , we m i g h t fi n d t h a t i n orde r to u n de rstan d an d grasp th e c ore m e an in g of e ac h cr eati on,
we mu s t s cr u ti n i z e , e x p l o re , d i g d e e p l y i n t o th e roots of c on c e ption , proc e ss, an d th ou gh t de v e lopment, to
d i s c o v er the tr u e va l u e . F u n d a m e n t a l t o T CD Cs ph ilosoph y is stim u latin g th e e x ploration of c re ati vi ty by
un f o l di n g a n d u n ve i l i n g t h e ro o t s o f c re a t i ve su c c e ss, as we ll as prom otin g th e appreciation of the core creative
concept by demonstrating the function and rationale of de sign an d c re ativ e th in k in g th rou gh th e di s pl ay of
we l l -des i g n e d o b j e c t s .

TCDC SERVICES
TCDC

Dance with your imagination

and change your life.


Pansak Vinyaratn, Chairman of Thailand Creative & Design Center

T C D C

TCDC

TCDC believes that imagination and inspiration are the sources of creativity. Blending these skills with the sciences in
various fields catalyses the critical process in the development of the country's human resources.
The TCDC is a theatre of the mind, aspiring to trigger creative thinking in Thai society and to encourage Thai people to
recognize the value of design. From exhibitions, lectures and workshops, to research facility development, these activities
are not merely educational, but also entertain and provide experiences that will lead to imaginative thinking based on
well-rounded knowledge.

1.

5.

The exhibition Vivienne Westwood

A creative atmosphere in TCDC Resource Center

2.

6. :

TCDC Resource Center

The exhibition ISAN RETROSPECTIVE:

Deprivation, Creativity and Design

3.
Multimedia room

4.
Material ConneXion Bangkok

10

7. The Shop@TCDC

8.
The exhibition What is Design?

9. The Member Lounge

TCDC SERVICES
TCDC

A P lace to Ig ni t e You r I m a g i n a ti on a n d I n spi ra ti on

800

( What is Design?) 300

10

500
TCDC

Exhibitions
The 800 square-metre exhibition area
designed to international museum
standards is divided into:
The Permanent Exhibition (What is
Design?) within a 300-square-metre
g a l l e r y, e x p l o re s d i v e r s e s u b j e c t s
pertaining to the social, cultural,
economic, and political contexts that
are influential factors having an impact
on the creativity of 10 countries known
for their innovative design. In addition,
it illustrates the changes in consumer
behaviour over time throughout modern
history.
Temporary Exhibitions housed in
a 500 square-metre gallery, present
TCDC and other international exhibitions.
Their goal is to foster design knowledge
and to stimulate inspiration among
visitors by showcasing internationally
acclaimed design work combined with
detailed descriptions of their concept
and origin.

1. " "
Visitors to the exhibition Vivienne Westwood.

2.
A group of students made a tour of the exhibition
What is Design?.

12



Re s e arch Ce nt e r for th e Grow th of C rea ti v i t y

TCDC Resource Center

Material ConneXion Bangkok

MINI TCDC

15,000

TCDC Resource Center

3,000
TCDC
Material
ConneXion Bangkok Material
C o n n e X i o n 4

Material ConneXion Bangkok

TCDC Resource Center

Material ConneXion Bangkok

MINI TCDC

Notably one of Asias largest design libraries,

the TCDC Resource Center houses over
15,000 volumes in print and multimedia.
The library makes available information and
news on social, cultural, economic, and
political issues from around the world
and related subjects that help translate
imagination and creativity into a variety of
design works and concepts. In addition,
the TCDC Resource Center offers facilities
and services such as reading rooms,
multimedia rooms, online databases, and
weekend jazz recitals.

Asias first innovative design materials

library offers designers, students and
manufacturers the chance to explore
materials used by leading international
designers. Material ConneXion contains
over 3,000 material samples used in the
production of products to keep the TCDC
members abreast of new developments in
the world of design materials. Material
ConneXion Bangkok is the fourth branch
of Material ConneXion and the latest
addition to the existing branches in New
York, Milan, and Cologne.

The idea behind establishing MINI TCDC is

to provide the opportunity for the public
throughout the country to have easy access
to design knowledge. To that end, TCDC
has set up the MINI TCDC to offer students
in other provinces the similar learning
opportunity to those in Bangkok.

TCDC

T C D C M I N I T C D C

200

TCDC Resource
Center
M I N I T C D C

TCDC

MINI TCDC

T h e M I N I T C DC is a n a d ju nct lib r ar y
containing 200 design-related books that
circulate between universities nationwide.
To assure that diverse and up-to-date
knowledge is available outside Bangkok,
the MINI TCDC offers a combination of
new books and selected titles from the
main TCDC Resource Center. In addition,
t h e M I N I T C DC p ro v id e s a co m p uter,
describing TCDC activities as well as online
databases to supplement education and
research.

13

TCDC SERVICES
TCDC

B u si n ess Fo st e r i ng G ro und
S et t i ng t he St ag e for
C re a t i v e T h i n k i n g a n d D e s i g n N et w o r k

TCDC

Creativity often sparks from studying

the experiences of others. One of
the most important TCDC activities
is therefore to provide a forum for
international and local designers
to share experiences and find
inspiration from each other. This dialog
aids the progress of creativity, and
the transformation of design concepts
into reality. The introduction to, and
the cooperation among designers will
foster a creative network that is one
of the keys to concrete success. This
interaction promotes the recognition
of value and talent throughout the
network, which will in turn facilitate
the creation of design thinking through
coordination and collaboration.

14

TCDC

Good design brings business success,

s i n c e i t n o t o n l y c re a t e s u n i q u e
product character and quality, but
also commands a higher price. At
the same time, manufacturers and
e n t re p re n e u r s a re i n t e g r a l t o t h e
actualization of designers creative
work. With this understanding, TCDCs
primary goal is to act as the bridge
between entrepreneurs and designers
so that they can co-develop quality
products and services, thereby building
a stronger industry leading to enhanced
economic stability.

www.lockstockandbarrel.com

www.lockstockand
barrel.com

TCDC

w w w.lockstockandbarrel.com
A TCDC website providing a directory
of Thai designers from all fields,
as well as manufacturers and other
production-related service providers.
This website also serves the design
community by providing a discussion
board for exchanging knowledge and
opinions. Here can also be found the
latest news and trends from around
the world, along with articles related
to design and creativity that will inspire
Thai entrepreneurs and designers to
develop products and services that
can compete in the world market.


E nt e r t ai nme nt Ce nter

The Shop@TCDC

Bharani@TCDC

50

DoiTung@TCDC

( )

1 0 0 %

The Shop@TCDC

Bharani@TCDC

DoiTung@TCDC

The Shop@TCDC hand-picks products

and design objects from around the
world that express creativity, functionality,
and innovative production techniques.
This shop is the door that opens up
the world of creative design and makes
it possible to have it for one's own.

Serving traditional home-style cuisine

for over 50 years, the Bharani restaurant
offers a variety of scrumptious dishes
ranging from Thai specialities to international favourites.

Managed by the royally initiated DoiTung

Development Project, DoiTung Coffee
serves 100% Arabica coffee, grown,
roasted, ground and quality-controlled
by hill tribes who once had to depend
on opium cultivation for income. DoiTung
Coffee offers not only satisfaction
from the mug, but a more lasting
satisfaction from knowing that the
profits generated improve the welfare
of rural Thai people.

1. The Shop @TCDC

2. B ha ra ni@TCDC
3. DoiTung@TCDC

15

Good
design

is not simply about

aesthetics

or making a product

easier to use.

It is a central par t of
the business process,

adding value

to products and

creating

new market.

Tony Blair, Prime Minister of the United Kingdom

1 YEAR OF MASTER CLASS

E X HIB ITIO NS

1 9

(genius
loci) 10

The What is design? exhibition

showcases the 20th century industrial
design classics, which reflects the
talent of the place what many call
genius loci of ten different countries.
These talents of the place, when
expressed in designs, respond to
the four contextual conditions, from
the personal, communal, and environmental, to the historical.

74,115

()
Visitors

14 2548 - 2551

14 November, 2005 - November, 2008

256
Duration: 256 days

17

1 YEAR OF MASTER CLASS

E XHIB ITIO NS

22,032
()
Visitors

14 - 31 2548

14 November - 31 December, 2005

40
Duration: 40 days

How has one of Thailands most lookeddown upon regions generated so much
of its success? Mention the northeastern
region of Isan, and most Thais think
of barren lands, scarcity and hardship.
Yet Isan is known for its people, sense
of humour, food, service and relaxed
lifestyle.
Whether it is spa specialists or sushi
chefs, the invasion of somtam papaya
salad into global fusion cuisine, or
the worldwide box-office success of
the Isan film genre, the region has
proven itself a rich source of creativity
and inspiration.

+ +
+ + +
+ Understand your life + Know how you think
+ Build on what you have + Reinterpret yourself + Think out of the box

1 YEAR OF MASTER CLASS

E XHIB ITIO NS

15

TCDC
(JETRO)

20

What historical and cultural values

drive Japanese industrial design?
From traditional lacquer ware to the
latest electronic gadgets, Japanese
design is marked by definite style,
sensibility and functionality. The DNA
of Japanese creativity is explored
through 15 core Japanese cultural
values, inviting the audience to question
the roots of its own inspirations.
A collaboration between TCDC and
Japan External Trade Organization
(JETRO)

24,234
()
Visitors

4 - 31 2549
4 February - 31 March, 2006

51
Duration: 51 days

Sports Illustrated

: ...
TCDC

Marimekko is one testament that Finland

is not just some faraway country buried
in snow. To the fashion world today,
this Finnish textile design company
is not simply a brand, but an archetype.
In the face of post-war Finland and
its uncertainties, Marimekko arose selfassured. It released designs of radiant
colours and bold patterns, derived
from bleak and wintry Finnish grounds.
Marimekko has long since become
a Finnish household brand, as well
as a cosmopolitan name. For Jacqueline
Kennedys Sports Illustrated cover photo,
she chose a Marimekko summer dress.
How did a modest company grow into
the pride of Finland? A collaboration
between TCDC and Design Museum,
F i n l a n d , t h e e x h i b i t i o n u n c o v e re d
the Marimekko success story, from
marketing visionaries to realized designs
in fabrics, fashion and architecture
for the home.

24,108

()
Visitors

4 - 18 2549
4 May - 18 June, 2006

40
Duration: 40 days

21

1 YEAR OF MASTER CLASS

E X HIB ITIO NS

1970

44,07 5
()
Visitors

22 - 24 2549
22 July - 24 September, 2006

51
Duration: 51 days

22

T C D C



70 80

9 0

In 70s Britain, the economic recession led

to highest unemployment rates since
World War II. Working class youth came
out of school to discover that they couldnt
find jobs or even opportunities. They felt
alienated from their own country. They
were tired of hippie culture, indifferent to
peace and love slogans of the previous
generation, and hated disco music. These
rebellious young people rejected existing
rules, while venting their frustration
through punka type of fast, loud and
aggressive rock music.
Vivienne Westwood, a disaffected working
class girl, ran a clothing shop that
introduced punk fashions such as ripped
T-shirts with safety pins bearing antiestablishment slogans, studded leather
jackets and fetish wear, as a way to express
herself and build her own community in a
British society so divided by class.
When punk was embraced by the mainstream, Westwood carried out extensive
research into history and art. Instead of
imitation, she parodied aristocratic beauty,
converting Victorian crinolines into sexy
but childish mini-skirts, and corsets into
outerwear. Westwoods unique creativity has
taken her to the forefront of the international
fashion industry.
A collaboration between Thailand Creative
& Design Center and the Victoria & Albert
Museum, the Vivienne Westwood exhibition
reflected the evolution of her designsfrom
the outrageous punk rock style of the 70s,
to the neo-romantic designs inspired by
classical costumes during the 80s, and
then the one-of-a-kind elegant style since
the 90s to the present day, which has
earned her world acclaim.



I didnt know how a working-class girl like me
could possibly make a living in the art world.

Vivienne Westwood

1 YEAR OF MASTER CLASS

E XHIB ITIO NS

Guzzini


Ottagono

7,449

()
Visitors

20 - 16 2549
20 June - 16 July, 2006

21
Duration: 21 days

24

The Multipli di Cibo, 100 Projects

of Foodesign Guzzini exhibition
presented food and kitchenware
utensils. Guzzinis Foodesign project
aimed to enrich one of Italys most
strategically important aspectsfood
and art.
The Foodesign project by Guzzini,
one of the Italys leading manufacturers
of kitchenware, showcased a diverse
range of food utensils. The exhibition
identified new paths in the relationship
between form and function in the
three basic stages of the world of
food: preparation, preservation and
service. Director of an Italian design
magazine Ottagono, Aldo Colonetti
had been in charge of curatorship.
Internationally acclaimed designers,
such as Ettore Sottsass, Ron Arad,
Tom Dixon, Karim Rachid and Ross
Lovegrove, etc. had been invited to
create food objects of everyday use,
which were functional and aesthetic,
the main ingredients for good design.

.. 1949
..
1978

1,300

!
(TCDC)

(OKMD)

How much impact would China have

on your business if each Chinese
buys your product only once per year?
After years of Communist rule under
Mao Zedongs leadership since 1949,
China was remodelled by the Four
Modernizations policy under Deng
Xiaoping in 1978. A subsequent openChina policy which promoted trade
and investment, gave rise to rapid
economic growth in China.
Today, China has become one of the
worlds major exporters. Many countries
are in awe of Chinas productivity
and export potential. However, does
everyone understand the consumption
power of a Chinese population of
over 1.3 billion?
The exhibition WORKERS (WITH
MONEY) UNITE! Chinas Shopping
Revolution, a collaboration between
Thailand Creative & Design Center
(TCDC) and the Office of Knowledge
Management and Development
(OKMD), illustrated lifestyles and
consumption behaviours of the worlds
biggest customers, asking Thai
designers and entrepreneurs what
they might create for Chinas markets.

6 - 12 2549

6 October - 12 November, 2006

34
Duration: 34 days

11,411

()
Visitors

25

1 YEAR OF MASTER CLASS

Le ct ure s & Annual S y m posi u m

15.11.05

04.02.06

04.02.06

12.02.06

19.02.06

!
Marcel Wanders Works!
21

The Thoughts
behind My Designs

Industrial Design
to Wear

by Marcel Wanders

Design Strategy for

the 21st Century
in Japan

by Kyo Toyoguchi

Japanese Tradition
and Aeshetic Sense
Inspiration of
Product Making
in Our Lifestyles

The Role of
Product Design

by Tetsutaro Nakabayashi

by Fumie Shibata

12.03.06

by Naoko Hirota

by Dr. Hiromu Ozawa

()

()

()

()

()

()

550

200

200

130

130

130

Audience

26

Au di en ce

Aud ie nc e

Aud ie nc e

Aud ie nc e

A udi ence

19.03.06

Discovering
the Potential of
Design

by Taku Sato

25.03.06

07.04.06

08.08.06

Robots Get Closer

to Humans

Trend Evolution:
Future Global
Consumer Behaviour

by Dr. Oussama Khatib

by Anne Lise Kjaer

Identity of
French Design

by Erwan Bouroullec

06.10.06-08.10.06

2006-07

Annual Symposium 2006-07

Creativities Unfold, Bangkok 2006-07
Perspectives on Value Creation

by Anthony
Van Den Bosche

()

()

()

()

()

130

146

550

720

1,500

Aud ience

Audience

Au di en ce

Aud ie nc e

Aud ie nc e

27

1 YEAR OF MASTER CLASS

LECTUR ES

!
Marcel Wanders Works!

by Marcel Wanders

:

Tre nd E v o lut i o n: Fut ure G lo b a l Co ns ume r B e ha v i o ur

by Anne Lise Kjaer

Material ConneXion Bangkok

!

Moooi Material
ConneXion
Cappellini , MandarinaDuck ,
DroogDesign, Flos, Boffi Magis
International Design Yearbook 2005

TCDC

TCDC, in cooperation with Material ConneXion Bangkok,

presented Marcel Wanders Works!, a lecture by Dutch
designer, Marcel Wanders. Wanders is acknowledged as
one of the world's most talented designers, with remarkable
material utilization skills. He is an art director with the
well-known Dutch creative house Moooi, and consults regularly
with Material ConneXion . His works include product designs
for Cappellini, MandarinaDuck, DroogDesign, Flos, Boffi
and Magis. He is also an editor of International Design
Yearbook 2005.

kjaer global

10

Anne Lise Kjaer, Founder and Director of kjaer global,

a London-based trend forecasting agency delivered a
lecture, highlighting the crucial factors in global trends
and macro trends from 2010 on, as well as linking
these trends to opportunities as demonstrated by actual
cases.

550

()
Audience

7 2549
7 April, 2006

550

()
Audience

15 2548

15 November, 2005

28


I d e nt i t y of Fre nch D esi g n

by Erwan Bouroullec and Anthony Van Den Bossche

TCDC

Vitra Cappellini

Paris
Design

TCDC, in cooperation with the Embassy

of France, presented Identity of French
Design, a lecture by Erwan Bouroullec
and Anthony Van Den Bossche. French
designer Erwan Bouroullec is one of
the Bouroullec brothers, Erwan and
Ronan, who have created utensils and
furniture for Vitra and Cappellini. Erwan
is a pioneer in highly flexible, modularized
product design. In this lecture, Erwan
shared his ideas and experiences as
an internationally acclaimed French
designer.

7 20

()
Audience

8 2549

8 August, 2006

Journalist and critic Anthony Van Den

Bossche, the former editor of the
magazine Paris Design, conveyed his
historical perspective through the great
names of French design, as well as
analyze and review French contemporary
design.

29

1 YEAR OF MASTER CLASS

A NNUAL SY MP O SIUM

Cre at i vi t i e s Unfold , B a n g kok 2 0 0 6 - 0 7
Pe r s pe ct i ve s on Va l u e C rea ti on

Value Creation

Topics for discussion encompassed

everything from rationale behind the
Value Creation Economy, applications
of Value Creation, Loan syndications,
s t r a t e g i c f u s i o n o f c re a t i v i t y a n d
technology, design with values, to
innovation culture, commercialisation
of cultural assets, and many more.
International speakers included thinkers,
policy makers, creative professionals,
designers, CEOs, and global trend
analysts.

1500

()
Audience

6 - 8 2549

6 - 8 October, 2006

1.

8.

A lively atmosphere at the annual symposium

Tom Kelley, General Manager of IDEO

2.

9.

Shubhankar Ray, Creative Director of Camper

3.
Sam Buxton, Product Designer

4.

Erik Kessels, Creative Director of KesselsKramer

5.

Yves Behar, Industrial Designer
Founder of Fuseproject

6. /
Dror Benshetrit, Designer / Founder of Studio Dror

7.
Garrick Jones, Creative Business Enabler,
The Ludic Group
30

Audience included students, designers

from all fields and young entrepreneurs.

10.

Francesco Morace and Lucia Chrometzka,
Future Concept Lab, Milan

11.

Ruben Toral, Group Marketing Director
of Bumrungrad International

12.

Keita Nishiyama, Visiting Professor at
Chuo University and Richard Pyvis,
Deputy Chief Executive Officer, CLSA Hong Kong

8
9

10

11

12

1 YEAR OF MASTER CLASS

1 YEAR OF MASTER CLASS

Isan Materials & Design Exploration

C O MP ETITIO N

Thai Ki tche nw are Com peti ti on

WORKS H OP S

by Udom Udomsrianan

TCDC Thai
Kitchenware Competition

3
TCDC

Isan Materials & Design Exploration

(genius loci)

Thai food is internationally popular for its distinguished

flavours. But Thai kitchenware remains undeveloped,
functionally as well as aesthetically. The Thai Kitchenware
Competition was intended to encourage designers to
improve the Thai kitchenware in terms of its functions,
materials, shapes and packaging. Participants were required
to submit 3 kitchen design works, of which one must
be a mortar. Finalists were supported to have their
prototypes built and exhibited at TCDC.

The Isan Materials & Design Exploration workshop

encourages designers to make use of natural materials
which can reflect the cultural genius (genius loci) of
the northeaster n region of Isan in design.

2548

December, 2005

32

2548

December, 2005



Nor t he r n Craf t : En dless Poss i bi l i ti es

( )
Arts Council

RCA

TCDC

Royal College of Art RCA

TCDC, in cooperation with the Royal

College of Art (RCA) and the Arts
Council, United Kingdom hosted
Northern Craft: Endless Possibilities,
a group workshop encouraging Thai
designers and RCA students to explore
possibilities in using Northern Thailand
materials and craft skills in designs
that were produced and retailed in
exclusive shops both in Thailand and
the UK. The workshop was held in
Bangkok, Chiangmai, Chiangrai and
London.

- 2549
May - June, 2006

33

1 YEAR OF MASTER CLASS

A w a rd s a n d M e d i a Cov e ra g e

TCDC
7 50

1. BK Magazine

TCDC has been ranked Number 7 in 50

things to do in Bangkok before you die by
BK Magazine.

BK Magazine
Best Gallery

2. TCDC

TCDC has been honoured with Peoples

Choice Award Best Gallery category by
BK Magazine.

3.

Wallpaper (Thai Edition)

First Class Art Organizer

TCDC

TCDC has been awarded First Class Art

Organizer by Wallpaper (Thai Edition).

4.

Wallpaper ( Thai Edition)

: First Class Graphic Design
TCDC has been awarded First Class Graphic Design for the exhibition
catalog ISAN RETROSPECTIVE: Deprivation, Creativity and Design
from Wallpaper (Thai Edition).

5.

TCDC
TCDC has received widespread international media coverage.

6.

Crafts / 2006

TCDC Royal College of Art (RCA) Arts Council

The article about Northern Craft: Endless Possibilities a

collaborative workshop by TCDC and the Royal College of Art
(RCA) and the Arts Council, United Kingdom appeared in the
November/December 2006 issue of Crafts.

1 YEAR OF MASTER CLASS

1 T C D C
S t a t i st i c s o v e r O n e Ye a r of TC D C

T C D C

T C D C

TCDC 3

15 .. 2548
15 .. 2549
8 , 6 1 3
84 8
8

15 .. 2549

15,228

TCDC 15 ..
2549 TCDC
303,000 /

TCDC Members

Collection

TCDC Visitors

TCDC membership is divided into

3 categories: Premium, Silver, and
Platinum. Since the public opening
on 15 November 2005, through 15
November 2006, TCDC has 8,613
members. Premium members account
for 84% of the total, Silver 8%, and
Platinum 8%.

TCDC Resource Center offers members

a comprehensive collection of books,
magazines, and multimedia both local
and international. As of 15 November
2006, the librarys collection houses
15,228 titles.

TCDC is open to the public. Visitors

c a n e x p l o re t h e e x h i b i t i o n s a n d
t h e l i b r a r y, o r t a k e p a r t i n T C D C
educational programmes. As of 15
November 2006, TCDC has received
303,000 visitors / visits.

7,239

12,792

719

165

655

Premium Members

Silver Members

Platinum Members

36

Books

Magazines

Multimedia

2,271

=8,613

=15,228

total

total

TCDC

Exhibitions

TCDC Resource Center

Educational programmes

=303,000
total

215,000 /
82,000 /
6,000 /

Towards
A New Era:

DESIGN

MARKETING &

TECHNOLOGY
As

Equal Partners.

TCDC BACKGROUND
TCDC

Org ani zat i onal St ru ctu re + Ma n a g em ent Tea m

(Thailand Creative & Design Center: TCDC) 2

.. 2546

() (Office of Knowledge Management and Development: OKMD)
() .. 2547 4 .. 2547

OKMD
18 .. 2547
()

TCDC

The establishment of the Thailand Creative & Design Center (TCDC) was approved by the Thai cabinet on 2
September 2003. As one of the human resources development projects, such as the National Center for the Gifted
and Talented and the Thai Knowledge Park, that were being initiated at that time, the Prime Minister established the
Office of Knowledge Management and Development (OKMD), according to the Royal Decree Establishing the Office
of Knowledge Management and Development (Public Organization) B.E. 2547 issued on 4 May 2004. The OKMD is
responsible for devising human resources development strategic plans, by building the knowledge base that will
lead to the enhancement of Thailand's competitive advantage, and managing human resource development projects.
TCDC was officially established on 18 June 2004 as an organization under the aegis of the Office of Knowledge
Management and Development (Public Organization) under the Office of the Prime Minister and funded by
the Bureau of the Budget.

OKMD

At present, OKMD serves the public with
8 specialized organizations:

38

(.)

ICT

Thailand Creative & Design Center (TCDC)

www.tcdc.or.th

National ICT Learning Center (ICT)

www.ictlearning.or.th

(.)

(.)

National Discovery Museum Institute (NDMI)

www.ndmi.or.th

Thai Knowledge Park (TK Park)

www.tkpark.or.th



Board of t he TCDC

Mr. Pansak Vinyaratn

Chairman

(.)

Secretary of the Office of the National Economic and Social Development Board (NESDB)

Committee

Director of Department of Export Promotion, Ministry of Commerce

Committee

(.)

Director of the Office of Small and Medium Enterprises Promotion (OSMEP)

Committee

Mr. Songsak Premsuk

Committee

Mr. Somchai Songwattana

Committee

..

ML. Pawinee Santisiri

Committee

Mr. Chaiyong Ratana-Unggoon, Managing Director of the TCDC

Committee and Secretary

(.)

(.)

National Institute for Brain-based Learning (NBL)

www.nbl.or.th

Thailand Center of Excellence for Life Sciences (TCEL)

www.tcels.or.th

(.)

()

National Center for the Gifted and Talented (NGT)

Center for the Promotion of National Strength on Moral Ethics and Values (Moral Center)
www.moralcenter.or.th

39

TCDC BACKGROUND

T C D C

TCDC

Brings in bodies of knowledge

from around the country and
around the world and presents
them in TCDC exhibitions.

Designs, oversees and

organizes TCDC exhibitions
as scheduled.

Knowledge & Curatorial

Events & Exhibitions

01

02

07

08

T C D C
TC D C D e pa r t m e nt s

06

TCDC
TCDC

TCDC

TCDC

M ar keti n g & Com m u n i ca ti on s

Develops and executes

public relations campaign
to promote TCDC and attract
continuing visitors.

40

V i s i to r S e r v i ce s

Provides onsite services to

ensure convenient and enjoyable
experience for TCDC visitors.

Po l i c y & D e v e lo p m e nt

Develops the operating plan

and seeks cooperation and
funding for TCDC activities.

Oversees the administration

of the design library to
serve as a one-stop design
resource center.

Oversees the administration of

the design materials library to
serve as an innovative design
materials resource center, and
to promote Thai materials at
an international level.

Organizes educational
activities such as lectures and
seminars, to enhance design
knowledge and skills.

M a t er i a l Co nn e Xi on Ban g kok

TC DC Reso u rce Ce nte r

De si g n Advi sor y

03

04

05

09

10

11

T C D C

TCDC

TCDC

TCDC

Prepares the site for various

activities and oversees
the administration of TCDC
information technology system.

Oversees the
administration of TCDC
in the area of personnel,
general administration,
and finance.

Manages The Shop@TCDC

in line with TCDC objectives
and activities.

I T & Fa c il it i e s

Adm i n i st ra ti on

T he S ho p @ TC D C

41

TCDC BACKGROUND

T C D C

T C D C
TCDC Stor y

29.01.2003

(Creativity & Innovation Center)

The Office of Chief Policy Advisor to the Prime Minister proposed the Design Center Establishment
Project to the Executive Board of the Office of Small and Medium Enterprises Promotion (OSMEP).
The meeting approved the appointment of a Creativity & Innovation Center Subcommittee; with
Mr. Pansak Vinyaratn, the Chief Policy Adviser to the Prime Minister, as Chairman. The purpose
was to set up guidelines for the establishment and administration of the Creativity & Innovation
Center. The Subcommittee consisted of representatives from relevant agencies, with the OSMEP
Director as member and secretary. The Subcommittee then prepared the Creativity & Innovation
Center project proposal.

11.08.2003

21
.. 2546

The Creativity & Innovation Center Policy Committee was appointed. A meeting was held on
21 August 2003 to set up the Creativity & Innovation Center project guidelines and budgets,
which would be submitted to the cabinet for approval.

02.09.2003

The Cabinet approved the Creativity & Innovation Center project and the Creativity & Innovation
Center Policy Committee under the Secretariat of the Prime Minister was assigned to continue
the project.

42

13.01.2004

(Design Reference Library Project)
The Cabinet approved the Design Reference Library Project.

04.05.2004

(Office of Knowledge Management and Development:

OKMD)
.. 2547
OKMD
The Office of Knowledge Management and Development (OKMD) was established as a public
organization by Royal Decree establishing the Office of Knowledge Management and Development
(Public Organization) B.E. 2547, and the Creativity & Innovation Center's budget and assets were
to be transferred to OKMD.

18.06.2004

(Thailand Creative & Design Center: TCDC)

() (OKMD)
The Thailand Creative & Design Center (TCDC) was founded under the supervision of the OKMD.

04.10.2004

7

4 .. 2548
The Thailand Creative & Design Center Committee agreed to lease the 7th floor space in
the Emporium Tower for the location of Thailand Creative & Design Center. TCDC construction
work commenced on 4 June 2005.

14.11.2005

TCDC
15 .. 2548
The official TCDC opening ceremony, presided over by Prime Minister Thaksin Shinawatra, took
place on 14 November 2005. TCDC has been open to the public since 15 November 2005.

43

 TCDC
TCDC Team Members

Management

IT & Facilities

Visitor Services

Events & Exhibitions

Chaiyong Ratana-unggoon

Sakchai Srimuangnoon

Pantitra Sinpibul

Duangporn Srisukho

...

M.R. Pandis Diskul

Teerapong ChaimungKla

Monsisha Somburanasin

Ratthasiri BalaKul

Apisit Laistrooglai

Rawin Sukhpool

Tonphon Sapnirund

Chutayaves Sinthuphan

Paravi Wongchirachai

Kriengsak Suthinarathorn

Ying Lee

Pimpun Sungkorn

Noppadol Weerakitti

Karin KungwanKitti

@ T C D C
The Shop@TCDC

Kittiratana Pitipanich

Montri Phulanku

Kwanhatai Tankeyul

Yuwaree Pongsasanongkul

Methee Santipharpphongsa

Consultants and Specialists

Sridhar Ryalie

David Bicknell

Veena Ongcharit

Thitima Puangkaew

Pisit Machima

Worachat Kreprakob

Nawarat Patanon

Chalermsak Tonket

Tanu Krimkeaw

TCDC Resource Center

Supaporn Somjit

Charoemchai Charoensup

Lerchart Thamtheerasathian

Pattarapol Chantkam

Sasikate Klangnongsang

Policy & Development

Montinee Yongvikul

Siriorn Hrimpranee

Sarintira Patamakhom

Jay Spencer

Benjawan Rangabpai

Tummanoon Sinpibul

Sirirat Siripak

Krisna Devakul

Waraporn Wasinsangworn

Vorapitchaya Rabiablok

Dararat Mekkriengkrai

Yada Mahamongkol

Jintana Choopromwong

Sujiga Chuenjai

Pichit Virankabutra

Anunta Intra-Aksorn

Jareyadee Thamavit

Intanon Chantip

Administration

Pod Ongtaweekiat

Puhtasri Samee

Jittipa Tanasiripong

Ulairat Ketlam

Ekarin Sugsawang

Parinda Chuaklang

Suriyong Khamlaiad

Jatuporn Juyjingam

Chompoonuj Weerakiti

Nantiya Leksomboon

Patcharaporn Thongprapai

Material ConneXion Bangkok

Tarika Limsavadiwong

Araya Srisilpsophon

Phasinee Yanotai

44

Marketing and Communications

Kanokporn Kiattisak

Richard Alan Stein

Design Advisory

Knowledge & Curatorial

Supamas Phahulo

Charintip Choomuenwai

Sappasit Foongfaungchaveng

Songwad Sukmaungma

Sudarat Pantatee

Wanida srichaiya

Khwanhatai Promlainak

Suree Patprasert

 /Address

6 6 2 2 2 4 1 0 1 1 0 . : ( 6 6 ) 2 6 6 4 8 4 4 8
Thailand Creative & Design Center (TCDC)
6 th Fl. The Emporium Shopping Complex 622 Sukhumvit 24, Bangkok 10110 Thailand Tel. : (66) 2 664 8448

/Opening hours
- ( ) 1 0 . 3 0 - 2 1 . 0 0 .
Tuesday - Sunday (closed on Monday) 10.30 a.m. - 9.00 p.m.
www.tcdc.or.th

Thailand Creative & Design Center

w w w. t c d c . o r. t h