Siam Discovery – The Exploratorium, renowned as a hub for lifestyle experimentation, invites Bangkokians and visitors to reimagine the city’s identity through the groundbreaking project, Future Lab Volume 4: Design Culture. Running from 27 November 2024 to January 2025, the event takes place at two prominent venues: the Pathumwan Intersection Skywalk and the M Floor of Siam Discovery.
This “Co-Creation & Collaboration” initiative, spearheaded by Siam Discovery in partnership with the Bangkok Metropolitan Administration (BMA), YUEDPAO, and ODS, celebrates Bangkok’s distinctive CI (corporate identity) font, Sao Chingcha. The highlight is a monumental art installation spelling “BKK” in this unique font, standing 2.4 metres tall, transforming the bustling Pathumwan Intersection Skywalk into Thailand’s newest cultural landmark.
A Stage for Creativity and Identity
At its heart, Future Lab Volume 4 is a vibrant space for exploring individuality, creativity, and innovation. Visitors are invited to engage in Hyper Personalised design experiences, crafting bespoke souvenirs that blend the Sao Chingcha font with contemporary design culture. This initiative breathes new life into Bangkok’s identity, making it accessible and appealing to a global audience.
Participants can customise YUEDPAO’s high-quality T-shirts, celebrated for their “Soft but never saggy” fabric, using the Sao Chingcha font and a variety of modern patterns. The collaboration with ODS, a renowned multi-brand store showcasing creations by Thai designers, further enhances the experience by offering personalised lifestyle products as part of the exhibition.
“This project introduces Bangkok’s unique identity in a fresh, modern format,” said Mr Tanongsak Saeaw, Founder and CEO of Rermmai Co., Ltd. (YUEDPAO). “It’s an honour to collaborate on creating Hyper Personalised souvenirs that reflect individuality, showcasing the spirit of Bangkok to the world.”
Bangkok’s Font Takes Centre Stage
The Sao Chingcha font, derived from the Thai Narit script, represents a cornerstone of Bangkok’s visual identity. It features prominently in the city’s new signage and is now reimagined as a central element of the Future Lab project.
Bangkok Governor Chadchart Sittipunt highlighted the importance of this initiative: “This project transforms the Sao Chingcha font into a tangible experience, introducing it to a wider audience. With over 100,000 visitors traversing the Pathumwan Skywalk daily, this installation solidifies the location as an iconic tourist destination, showcasing Bangkok’s cultural character through design.”
The BKK installation, alongside updated city signage, symbolises Bangkok’s forward-thinking approach to culture and innovation. By expanding the use of Sao Chingcha, the Bangkok Metropolitan Administration aims to inspire further creative applications and innovations tied to the city’s identity.
Collaboration Fuels Innovation
The success of Future Lab Volume 4: Design Culture is rooted in the collaboration between public and private sectors. Ms Saruntorn Asaves, First Executive Vice President of Siam Piwat Co., Ltd., noted: “This project exemplifies Siam Discovery’s commitment to delivering exceptional experiences through Value Creation. By partnering with the BMA, YUEDPAO, and ODS, we are redefining how Bangkok’s identity can be celebrated and shared.”
ODS, known for its exclusive home and lifestyle products by Thai designers, also plays a pivotal role in the collaboration, contributing personalised offerings that elevate the exhibition.
An Invitation to “Come Play With Us”
Future Lab Volume 4 encapsulates the essence of discovery and design, inviting locals and tourists to immerse themselves in Bangkok’s cultural evolution. By combining art, innovation, and personalisation, this initiative creates a platform for people to connect with the city’s identity in a uniquely interactive way.
Running until January 2025, this event promises to captivate and inspire, showcasing Bangkok’s spirit of creativity to the world.
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