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Insight The South's Turn

Insight: The South’s Turn – Delving into the Wonders of Southern Thailand through Creative WorksSaying that the South is unique doesn’t do it justice. To truly appreciate its charm, you have to experience its captivating stories firsthand. We guarantee you’ll fall even more in love with the South than ever before. We want to introduce you to the familiar aspects of the South in greater detail than ever, by decoding the stories behind four creative groups that Pakk Taii Design Week 2024 will showcase and expand upon this year. The unique and bold flavors of Southern cuisine, like stir-fried stink beans (sataw), Gaeng Tai Pla (fish kidney curry), and various types of Gaeng Kua (coconut milk curry), are so renowned that Phuket was designated a UNESCO Creative City of Gastronomy in 2015. The future of cultural heritage lies in the creative industries, as exemplified by “Nora,” a traditional dance recognized as Intangible Cultural Heritage, which was showcased at the Venice Biennale 2022, the world’s oldest art festival. The South is also a prime location for filmmaking, offering new perspectives to enrich the film industry. Its cultural landscapes, architecture, knowledge, and nature are captured through the lens and presented to the world, generating over 6 billion baht in revenue for the country. Southerners are passionate about their connection to their land, creating new momentum through projects like the revitalization of the Khlong Huai Yang area in Trang province during the “Ma Tae Trang” creative festival. This serves as a starting point to embrace the new generation and foster sustainable growth.01 A Good City is a City for People“Mountains, fields, forests, and sea” is a concise yet comprehensive description of the Southern landscape. However, a city is not just about its scenery. The South boasts a rich history dating back to prehistoric times, leaving behind a legacy of cultural heritage evident in numerous historical sites and artifacts. The prosperity of modern cities isn’t solely measured by the grandeur of their buildings, but more importantly by the quality of life they offer. A city is its people, and the well-being of its residents is an undeniable indicator of a livable city. Each place varies according to its context, and the challenges faced by Southern cities are not unlike those in other provinces of Thailand. These challenges include issues like public transportation, the decline of old town districts, and the lack of creative interaction spaces. These challenges have spurred creative initiatives in various cities, such as “Creative Nakhon,” which transformed local cultural heritage into a creative festival that revitalized a neglected district in Nakhon Si Thammarat. In Pattani, “Pattani Decoded” emerged as a festival that instilled hope in the city by reviving old buildings through exhibitions and creative works, driven by the energy of young local creatives. Recently, “Ma Tae Trang” chose the Khlong Huai Yang area as its festival venue, sparking discussions on the development of the canal and transforming it into a safe and creative public space for the community. Furthermore, the efforts of Southerners to improve public transportation are evident in Phuket with the “Phuket City Bus,” a service running from the airport to Rawai Beach, made possible by the collaboration of local private sectors and government support. This year, Pakk Taii Design Week has also taken up the issue of urban development in the old town district of Songkhla as a design challenge, with the hope of fostering collaboration among all stakeholders in the city to create the ideal city they envision.02 Elevating Local Craftsmanship into Lifestyle Products for the Next Generation of CreatorsเWhen discussing the diverse ethnicities and religions of the people, it’s impossible not to mention the arts and crafts that have been passed down through generations. In terms of textiles, our Southern region boasts a variety of fabrics like Pateh, Ko Yo woven cloth, Na Muen Sri woven cloth, and Palaging cloth, each with a history intertwined with diverse communities. However, as times change, presenting these precious gems might require new approaches. Take, for instance, “CLOTHEAR,” a brand from Hat Yai that reimagines Pateh fabric into everyday wear, breaking away from traditional norms. They show that Pateh doesn’t always have to be worn as a sarong. Similarly, “Sri Yala Batik” from Yala province has revived the art of Palaging cloth, which had disappeared for over 80 years. They’ve introduced a modern design while preserving traditional production methods. It’s not just about fabric. Weaving is another traditional Southern occupation passed down through generations. When infused with creativity, playfulness, and functionality, it transforms. “SARNSARD” from Trang province has taken Pandanus leaves and turned them into lifestyle products like wallets and handbags. “Krajud Wanni” from Phatthalung has incorporated Krajud (sedge) into various household items and apparel, from chairs and mats to hats. These crafts not only help preserve the traditional culture of the South through their patterns but also boost the local economy and create opportunities and income for creative individuals in the region.03 Deliciously Spicy Cuisine with a Blend of Diverse CulturesWhen visiting the South, it’s impossible to resist the food! The cuisine here is diverse, covering all tastes and styles. When mentioning Southern food, the first thing that comes to mind for many is “Southern curry.” The reason why Southern curry is renowned for its deliciousness and rich flavors is due to the curry paste, which emphasizes a spicier and bolder taste compared to other regions. It’s not just local Thai dishes that are memorable; Chinese and Muslim cuisine also hold a special place. Due to its peninsular geography, the South has numerous port towns that have seen an exchange of trade and travel since ancient times. Food tells the story of people’s origins and backgrounds. Chinese cuisine in the South is diverse, ranging from Teochew, Hakka, to Hainanese. Popular Chinese dishes include dim sum, Bak Kut Teh, and Hakka noodles. Muslim food in the South is considered top-notch due to the dense Muslim population in the region. Dishes like Khao Mok Gai (chicken biryani), roti, and even Khao Yam Pak Tai (Southern rice salad) with its star ingredient, budu (fermented fish sauce), are all favorites. Making budu is considered a cultural heritage of Malay Muslims, adding a unique flavor to the dish along with various vegetables and herbs. Not only are the individual cuisines distinctive, but the South also boasts fusion dishes. “Tao Kua,” a perfect blend of Muslim and Hakka influences, consists of rice noodles, blanched bean sprouts, blanched morning glory, stewed pork ears, fried shrimp, fried pork skin, and a tangy sauce made from palm sugar. A boiled duck egg can be added for a perfect touch. Another fusion dish is “Khao Stu” (Thai stew), which has a Western recipe but incorporates Chinese herbs and coconut milk in the broth instead of butter. This year’s Pakk Taii Design Week will take you on a culinary journey through Southern cuisine, understanding the origins of the ingredients in each dish and getting to know the communities behind them. Through various activities, you’re sure to be impressed.04 Opportunities and Platforms for Filmmakers to ShineEveryone knows that Maya Bay became famous worldwide thanks to the movie “The Beach.” The influence of film can significantly impact tourism. Films have the power to highlight the potential or beauty of culture, stories, architecture, or unique landscapes. The series “I Told Sunset About You” portrays a love story between two boys who develop a relationship in high school on Phuket Island. Their love story unfolds in various locations, especially the architecture that showcases Peranakan art and unique buildings. Importantly, the boys’ dream of studying communication arts becomes the end goal of the story, a goal they strive to achieve. The burgeoning independent film festivals and film communities in the South are opening up spaces for young people and the new generation to learn about filmmaking more easily than Teh and Oh-aew in “I Told Sunset About You.” Programs are available for students and young people in the South to participate in discussions or workshops on finding ideas, acting, and graphics, nurturing a new generation of aspiring filmmakers. They have the opportunity to learn and understand the essential elements of filmmaking alongside experienced professionals and university professors. This provides a platform for students and young people to shine, hoping that one day these seeds will grow and bear fruit in their Southern homeland, creating a ripple effect in the film industry.#PTDW2024 #PakkTaiiDesignWeek #TheSouthsTurn #ถึงทีใต้ได้แรงอก

What's hidden in the meaning of "The South's Turn"

What’s hidden in the meaning of “The South’s Turn”Southerners don’t just feel things lightly, they feel it deep in their soul. It has to be a “Dhai-Raeng-Ok” kind of feeling to truly resonate. When we encounter something impressive or remarkable, we just have to shout it out in our own Southern way to express our heartfelt admiration.The phrase “Southerners are sincere, whatever they do, they do it wholeheartedly” is probably a familiar image for many. It’s the character of sincerity, straightforwardness, and playful humor that is especially amplified when speaking in the Southern dialect. This isn’t just reflected in the people, but also in the fiery and bold flavors of Southern cuisine. Similarly, famous singers and bands from the South, like Eakachai Srivichai, have showcased the unique Southern identity to the entire country. He brings joy to audiences through his fun, playful, and heartfelt music, often incorporating elements of shadow puppetry singing into his songs. Another legendary band, Carabao, evolved from art students to creators of soulful music with their distinctive Southern singing style and lyrics that reflect the social realities, hopes, dreams, and positive energy of the region.This local pride is evident in the works of many Southern creators who consistently express their Southern identity. In today’s online media, we often see content teaching the Southern dialect in a fun and engaging way, sparking laughter that’s hard to explain. It’s the combination of tone of voice and the heartfelt Southern character that creates an irresistible charm, inviting many to explore and understand the South even more.The vibrant colors and bold flavors of Southern cuisine, enriched with intense curry pastes, can lead us to discover the multicultural social context of Thai, Chinese, and Muslim communities. This diversity is also evident in handicrafts throughout the South, such as batik fabrics, Buroong Nibung kites, and Lipao vine bags. These are connected to the unique and captivating performing arts like Manora, Nang Talung, and Likay Hulu. This rich cultural heritage has fueled the growth of the creative economy, impacting businesses, trade, services, and tourism, making the South a globally recognized and attractive destination featured in both Thai and international films.No matter how deeply each person’s “raeng ok” resonates in their heart, whether it’s the playful joy of a song like “Ma Kad,” the profound depth of “Thanon Plaek Yaek,” or the sincere reflection in “Mahalai Wua Chon,” regardless of the form of expression, the “Southern character” is always full of passion, drawing from a diverse and endlessly fascinating cultural heritage. These are all names of songs.Come and experience the “Dhai-Raeng-Ok” of the South at the Pakk Tai Design Week 2024: The South’s Turn, from August 17th to 25th, 2024. This event aims to promote a creative ecosystem that embraces all ages and celebrates the multicultural identity that is the heart and soul of the South.Because when Southerners do something, it has to be delicious, it has to resonate deep within our hearts, it has to be “Dhai-Raeng-Ok.”_#PTDW2024 #PakkTaiiDesignWeek #TheSouthsTurn #ถึงทีใต้ได้แรงอก

Crafting Key Visuals for Pakk Taii Design Week 2024

Crafting Key Visuals for Pakk Taii Design Week 2024The annual design festival of Southern Thailand, Pakk Taii Design Week, returns this year with the theme “The South’s Turn, Get Excited!” The first impression of the festival is undoubtedly the Key Visual (KV), which communicates the main concept of the event. The importance of the Key Visual lies in creating a memorable image that conveys the theme or concept of the festival through graphic design on posters, brochures, billboards, and various online artwork. This year, the young and dynamic design group SoulSouth Studio has been entrusted with designing the Key Visual for Pakk Taii Design Week.The core Key Visual concept of SoulSouth Studio is to utilize the assets and resources of Southern Thailand, particularly the sea, mountains, and cultural heritage, including the multiculturalism of Chinese, Thai, and Muslim communities. They interpret the meaning of “The South’s Turn” as a return to the South and a demonstration of Southern potential, or “Your Turn,” meaning “It’s your time to shine!” through graphic design.They interpret the key elements of the 14 Southern provinces through 14 geometric shapes or blocks, aligning with the exact number of provinces. The color palette is inspired by local Southern cuisine, such as Gaeng Tai Pla (fish kidney curry), Gaeng Som (sour curry), and Gaeng Kua Gati (coconut milk curry). They also incorporate geographical elements like the sea and mountains, for example, designing the letter “S” in a font that resembles the curling waves of the sea, symbolizing both “returning” and “departing” (from one’s homeland).Furthermore, SoulSouth Studio’s design work often evokes a memorable image of colorful, refreshing, and vibrant graphic design. They jokingly say, “We’re… wild, but refreshing,” which aligns with their serious approach to creating the Key Visual for Pakk Taii Design Week.A few years back, a diverse group of individuals came together to transform their hometown into a vibrant and colorful city that many would remember. This group, known as “YALA STORIES,” collaborated with designers like SoulSouth Studio to enhance their branding and Key Visual (KV) with fresh, lively colors.This year, SoulSouth Studio has once again taken on a major project for Pakk Taii Design Week, scheduled for August 17-25, 2024. They have designed the festival’s Key Visual after months of brainstorming, resulting in a design that everyone agrees on.SoulSouth Studio is a design group and studio offering branding consultation, event planning, and exhibition organization. It was founded by Kareem-Abdulkarim Pattanakul and Pao-Fawzi Sa-ard while they were in their fourth year of university. The studio has worked with brands like ThaiHealth, TAT., UNICEF for every child., a.e.y.space, and BUSAN International Film Festival. Currently, SoulSouth Studio has five members: Kareem-Abdulkarim Pattanakul, Pao-Fawzi Sa-ard, Meena-Ameena A-rae, Dean-Nuradeen Gaso, and Fit-Hafis Gaso.SoulSouth Studio describes Key Visual as the primary element that creates a lasting impression in communication. They compare it to a class leader who guides the direction and ensures cohesion, while also weaving a narrative that aligns with the given theme. Key Visual utilizes graphic design mechanisms to communicate effectively, aiming for clarity and dynamism while incorporating subtle nuances and deeper meanings.The ReturnThe main theme of this year’s Pakk Taii Design Week, “THE SOUTH’S TURN, Get Excited!”, highlights the phenomenon of young Southerners returning to their hometowns to rediscover their roots and collaborate on diverse creative projects. Soulsouth Studio interpreted this theme as a concept of “Southern-ness” or “The South,” representing a return to one’s roots and developing their hometown in their own unique way.The poster for this year’s Pakk Taii Design Week features a graphic design with 14 sections, representing the 14 provinces of Southern Thailand. This symbolizes both a return to and a departure from one’s homeland. “We wanted to design a Key Visual that embodies International SoulSouth, so we interpreted the themes of ‘Southern’ and ‘The South’s Turn, Get Excited!’ For example, people returning home to develop the good things in the South. Initially, we came up with four designs, some modern, some traditional, and some that completely missed the mark. We eventually settled on the one you see now,” Pao explained.Kareem explained, “The Key Visual is divided into three simple layers. The first layer represents the ‘past,’ which is the background of the Southern people. The second layer is the ‘present’ of that person, and the third layer is the journey of returning to develop their hometown in the ‘future.’ We use elements that represent the South in terms of religion, clothing, and culture, but we didn’t want it to be too literal, so we simplified them into geometric shapes. We didn’t touch on religion, but focused more on culture, trying to mix it up in every area or province of the South, not just one particular culture.” Meena added, “If you look closely, we’ve designed the Key Visual on the poster into 14 sections, representing the 14 provinces of the South. You can see it as a journey of returning and leaving, or as the baggage of someone who has just returned home or left home. Or the first letter, ‘S,’ from the word ‘SOUTH’S TURN,’ which translates the Key Visual into a swirling motion of the waves in the sea.”The SoulSouth Studio team further commented that the Key Visual is not just about the concept; another important aspect is the “function” in the design, which needs to be very creative. They incorporated SoulSouth’s identity, such as using a colorful palette that looks refreshing. The “colors” in this design also have hidden meanings related to the “South.” For example, “yellow” comes from “coconut milk curry,” “orange” is the color of the curry paste used in Southern sour curry, “dark brown” is the color of “Gaeng Tai Pla” (fish kidney curry), “blue” represents the sea, and “brown” represents the mountains and the earth. The elements are diverse, encompassing ethnicity, culture, regions, and areas of the South.Continuing on…This year’s Pakk Taii Design Week differs from last year’s in that it has expanded its collaboration to include both local and non-local designers, unlike the previous year when it focused solely on designers within the Southern region. This aims to foster the exchange of new ideas, both from the perspectives of outsiders and the familiarity and expertise of locals. SoulSouth Studio members took turns explaining that the purpose of this event is to empower communities with cultural capital, providing a platform for young designers to showcase their skills in collaboration with the community. It’s like opening a space for people to freely express themselves and see their work come to fruition. In the long run, design benefits not only individuals but the entire Southern region. It’s like shining a spotlight on everyone, or like small drops of water spreading wide.“We were always taught that ‘design is problem-solving,’” Kareem added. “For example, designing a space, a learning environment, or symbols (logos, packaging, billboards, posters) that are easy to understand. We are just ‘creating images’ that fit the context to make it as easy to understand as possible.”Pao shared in a friendly manner that providing opportunities for diverse groups to see the benefits of creative thinking or design helps open up new perspectives.“Designers are like intermediaries who support creative work in various aspects, depending on the context, such as people, spaces, neighborhoods, communities, cities, and even building structures,” he explained. “It’s like opening a space for designers to showcase their potential, showing that those original things are still there, not gone anywhere, just enhanced with creativity to become more refined and tangible.”New PossibilitiesReturning to the topic of design, the word “design” is often paired with the word “potential” or “possibility.” When SoulSouth Studio received the task of designing the Key Visual for this year’s event, Kareem mentioned that they had to consider “possibilities” first and foremost. Designers must do their homework by imagining the direction the design would take if given this task. They need to become visionaries and translate the brief into an easily understandable visual.Reflecting on the new possibilities in their homeland, Meena believes that even though the South may not be prominent in terms of creativity, it doesn’t mean there are no opportunities. At least there are platforms to showcase work and people who are interested in this path. However, looking back three or four years ago, there were hardly any opportunities or possibilities in the creative field if they had stayed in their hometown.Kareem concluded, “It’s like we’re creating new possibilities for people in the area, like potential, like opportunities. We’re like Kerry, a hub where products from various people come together. We have designers who provide knowledge or go into the field to help villagers or entrepreneurs in those areas. Or we could be a distribution center that spreads design knowledge to the public.”Meena quickly added, “Maybe someone will see this potential and take it back to develop their own hometown.”#PTDW2024 #PakkTaiiDesignWeek #TheSouthsTurn #ถึงทีใต้ได้แรงอก

6 Key Creative Groups of Pakk Taii Design Week 2024: The Main Storyline

6 Key Creative Groups of Pakk Taii Design Week 2024: The Main StorylinePakk Taii Design Week 2024, under the theme “The South’s Turn, Get Excited!”, presents a diverse range of stories from the South, aiming to enhance the potential of cities and creators through the highlights of Gastronomy, Film, Art & Crafts of Living South, and Livable City Project. This is achieved in collaboration with creative individuals and networks of city drivers in the South (Pakk Taii Neighbor) within a creative festival atmosphere (Festival Vibe).Pakk Taii Design Week 2024 will take place from August 17th to 25th, 2024, in Songkhla (Hat Yai, Samila Beach, Jana), and Pattani, along with a network of 14 other provinces in the South.FilmThe distinctive landscapes, culture, cuisine, and people of Southern Thailand have inspired numerous filmmakers to draw upon these unique elements as a foundation for their works. Film festivals have emerged in the region, serving as a platform to connect creative networks within the film industry and foster future collaborations. This year’s festival goes beyond film screenings, nurturing the next generation of filmmakers through workshops and discussions with industry professionals, live performances, and tours.MicroWAVE Film Fest Program Highlights:Over 30 films and documentaries in the categories of The Shorts, The South’s, and The Specials.Living Dialogue exhibition, celebrating Southern Thai scripts and exploring characters’ thoughts through iconic movie quotes.Over 20 talks and workshops.Film-themed tours.Live performances.Networking opportunities with industry professionals.GastronomySouthern cuisine is truly unique and boasts a rich diversity stemming from a blend of cultures. The abundance of natural resources makes the Southern table stand out and distinct. “The Secret Recipes of the South” gathers knowledge and expands upon the unique identity of Southern food culture without boundaries. It not only extends culinary techniques but also delves into the ingredients and kitchen tools that are part of everyday life. Moreover, it opens up a world of dining in a “multicultural” style, allowing you to see and taste the stories of Southern kitchens.The Southern Cuisine program features:100 Rhoi Experience Space Design: An exhibition showcasing 100 items related to local food ingredients, special seasonings, wisdom, and secret family recipes.‘TUM ROY’ Exhibition By Design Plant x Southern Designers: A presentation of interesting kitchen utensils, spaces, and elements used to create delicious dishes, redesigned for new products and functions.Ma Teble Pop-up Canteen: A 9-day pop-up canteen featuring 135+ Thai, Peranakan, and Muslim dishes from 11 Southern communities.The Cloud Journey: A food tour packed with knowledge, exploring lesser-known stories about desserts, ingredients, and Chinese cuisine from five different groups, from morning till night.Lak Yob Lang Ran By De South: A behind-the-scenes look at 10 legendary Hat Yai eateries.Livable City Project: Enhancing Livability in Southern CitiesThis project aims to enhance the livability of neighborhoods and cities within the context of the Southern region. It involves real-world experiments, presenting ideas to address challenges and improve the quality of life, and testing design solutions to solve local issues, with the goal of pushing for their practical implementation.Livable City Project Program:SAMILA MERMAID By Sumphat Gallery: A workshop, art installation, and exhibition exploring the legend of Songkhla’s mermaid.Community Living Room By Trimode: Chairs strategically placed throughout the community, in alleys and hidden corners.Na Studio x Meltdistrict: An art installation incorporating architectural elements from Songkhla’s old town buildings.Cloud-floor: An experimental urban project focused on creating clean and comfortable pedestrian spaces.Art & Crafts of Living SouthThe accumulated wisdom of the past, from traditional handicrafts to period-specific art, makes the arts and crafts of the South even cooler with age. “Old is Cool” is an art exhibition that gathers the knowledge of Southern craftsmanship, showcasing examples of how to elevate the work of skilled artisans through innovative design. This exhibition blends traditional techniques and ancient local skills with modern technology and other disciplines, fostering the sustainable growth of a new generation of creators in their homeland.Art & Crafts of Living South: Old is Cool Program:Photo Deconstruction: An exhibition inspired by the composite photography techniques of Thai Sin Studio, showcasing the evolution and reinterpretation of traditional crafts through a modern lens.Skill to Chair: An exhibition featuring chairs and local Southern handicrafts, crafted by experienced new-generation creators, highlighting the fusion of traditional skills and contemporary design.Young Community: A showcase of works by emerging creative talents from the Southern region, offering a glimpse into the future of Southern arts and crafts.Workshop Festival: A series of hands-on workshops focused on Southern crafts and arts, providing participants with the opportunity to learn traditional techniques and explore their creativity.Festival Vibe: Enhancing the Creative Atmosphere for AllFestival Vibe is a series of activities designed to stimulate a creative atmosphere accessible to everyone. It presents various forms of performing arts, blending modern and traditional styles, and integrating diverse disciplines. The city is transformed into a theater (City as theater), utilizing the beauty, scenery, and architecture of the city at different times (morning, noon, evening). Both site-specific and mobile performances (Pop Up/Mobile) create new atmospheres and experiences, even in familiar spaces. The festival offers music, live performances, traditional entertainment, and projection mapping, spanning all time slots throughout the event.Festival Vibe Program:Projection Mapping Showcase: Illuminating the city’s landmarks and architecture with captivating visuals and storytelling through projection mapping technology.Light up Town: Adding light and color to the city, creating a vibrant and festive atmosphere during the evenings.Interactive: Engaging the audience with interactive exhibitions and installations that encourage participation and exploration.Live Music: Showcasing a diverse range of musical performances, from traditional Southern tunes to contemporary sounds.Performance: Featuring live performances that blend modern and traditional art forms, including dance, theater, and music.Collaboration with Creators and Communities: Pakk Taii NeighborPakk Taii Design Week partners with creators, communities, and networks of city drivers in the South to connect people, build friendships, and expand networks. This fosters the sustainable growth and flourishing of creative works in the region, empowering locals as the primary drivers.Pakk Taii Neighbor Program:Wat Matchimawat (Wat Klang): Collaborating with the temple community to showcase local heritage and craftsmanship.Baan Bon Mosque Community: Partnering with the Muslim community to highlight their unique cultural traditions and artistic expressions.Chana Community, Songkhla: Engaging with the local community to promote their unique identity and create opportunities for creative expression.Melayu Living Creative Group from Pattani: Showcasing the rich cultural heritage and artistic talents of the Malay community in Pattani.Creative Nakhon Group from Nakhon Si Thammarat: Highlighting the creative initiatives and projects that are revitalizing the city of Nakhon Si Thammarat.Faculty of Architecture, Rajamangala University of Technology Srivijaya: Collaborating with academia to bring fresh perspectives and innovative ideas to the festival.Open Call for Entrepreneurs, Creators, and Communities in the 14 Southern Provinces: An open invitation for local businesses, artists, and communities to participate in the festival through exhibitions, talks, workshops, and activities.#PTDW2024 #PakkTaiiDesignWeek #TheSouthsTurn #ถึงทีใต้ได้แรงอก