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At the recently concluded Milan Design Week 2024, the Superdesign Show at Superstudio unfolded as a vibrant tapestry of innovation and creativity. From its inception as a Temporary Museum to its thematic explorations, the design event has continuously evolved, shaping the discourse in the design world and setting the stage for new ideas to flourish. Each theme acted as a beacon, guiding designers, artists and enthusiasts alike on a journey of discovery and imagination.
In a world poised at the intersection of analogue traditions and digital frontiers, the design festival has adapted to the evolving landscape. The rise of algorithms and blockchain technology has reshaped the creative process, offering new avenues for exploration. This year, the spotlight shone brightly on the theme of Thinking Different: The Time of Challenges, echoing the imperative to embrace change and innovation.
Exhibitors, planners and creatives converged at the design fair, each bringing their unique vision to life. Avatars mingled with visitors, while art and design seamlessly intertwined in the Metaverse. From furniture that transformed before your eyes to unreal holograms juxtaposed with tangible objects, the showcase was a testament to the power of human ingenuity. The event was enhanced by the participation of 13 exhibitors from the East and Far East Asia, adding diverse representations to this year's edition. Countries like Japan, China, Thailand and Vietnam, showcased their unique perspectives, cementing Superstudio’s status as a global reference hub for design.
One of the highlights of this year’s exhibition was Slow Hand Design Thailand 2024, presented by the Department of International Trade Promotion (DITP) and the Ministry of Commerce, Thailand. The design exhibition themed, Speak Softly Thai, Speak Softly Love, aimed to depict Thailand’s distinct cultural identity through the lens of Disorder = Order, reflecting on the captivating chaos of the urban landscape. Curated by Thai designer, Eggarat Wongcharit, the exhibition presented a diverse array of design concepts, ranging from art and fashion to technology, all within the context of a rapidly evolving world. Organised by the Office of Value Promotion, Ministry of Commerce and Royal Thai Government, the show brought together a melting pot of ideas from East and Far East Asian participants.
The exhibition space designed by Bangkok-based design firm, Trimode Studio, was a testament to the concept of ordered chaos, drawing inspiration from the visually chaotic yet functional urban landscape of Thailand. It offered visitors a glimpse into the intricate and harmonious tapestry of Thai cultural dynamics, where seemingly disparate elements come together to form a cohesive whole. The space was transformed into a stereotypical Thai temple fun fair. This choice not only paid homage to the country’s roots but also aligned with the government's creative cultural policy, fostering economic development and promoting the country’s brand image on a global scale.
The immersive exhibition thoughtfully curated a variety of product designs, covering a spectrum of themes including environmental awareness, heartfelt handcrafted items, sustainable design products and even offerings catering to the hipster and organic minded consumers. Visitors also had the opportunity to explore objects that received Thailand’s prestigious Design Excellence Award (DEmark), alongside upcoming Thai designer brands. The event aimed to showcase the global inspiration derived from Thailand’s rich cultural heritage, spanning from the turn of the century to the present day. Here are some of the standout design items highlighted at the exhibition.
Adidas x Beerpitch: A celebration of Thai childhood nostalgia
Created in collaboration with Adidas, this distinctive collection brought to life the essence of Thai convenience stores, invoking a sense of nostalgia and familiarity for visitors. From colourful snake kites, flower-patterned trays and weaving hand fans to vintage lucky bags, the collection was a celebration of the quirky and vibrant elements of Thai culture. Visitors had the opportunity to customise their items with the iconic Adidas Trefoil logo and letter combinations, adding a personal touch to each piece.
A postcard tribute to Bangkok’s essence by Ankul Design Object
Through the creative use of traditional Thai characters as pictorial elements, the postcard design project, Krungthep Maha Nakhon, presented seven distinctive places in Bangkok. Each character was carefully crafted to communicate the essence of Thainess in imagery and text through concrete poetry, capturing the spirit of the city in a unique and artistic way.
Modernising traditional Thai prints by PDM Brand
The latest clothing collection from PDM brand, a design company that is all about doing things differently to make a difference in the world of design, showcased their Thai elephant-patterned pants, a signature print that represents the local culture and a favourite among tourists worldwide. The Chang collection aimed to elevate these traditional designs in a contemporary context, blending modern aesthetics with local craftsmanship to create timeless pieces that resonated with a global audience.
Suea Son Laii: A fusion of Muay Thai tradition and contemporary design
Muay Thai isn’t just a martial art; it has been a cherished part of Thai culture for centuries. Inspired by its long-standing legacy and deep roots, the Suea Son Laii collection of exclusively designed Muay Thai shorts combined the signature style of the Tiger brand with the vibrant pop art of illustrator Tikky Wow. The result was a bold and dynamic line that was a tribute to the country’s heritage while embracing modern design trends.
Coco Thumb: Innovative packaging for fresh coconut water
This innovative packaging design revolutionised the way consumers enjoyed Thailand’s fresh coconut water. With its user-friendly design and creative approach, Coco Thumb by K-Fresh made it easy for consumers to enjoy the refreshing drink on the go, blending functionality and style.
Ma-Hod inspired illumination: The Marni Lamp
The MarniLamp by Coomaxtudio, a recipient of the DEmark award, drew inspiration from Ma-Hod, the traditional Thai paper-cutting technique. The lamp design resembles a garland bunch, echoing the decorative use of Ma-Hod in traditional Thai auspicious ceremonies. The term Marni meaning rejoice, reflects the lamp’s shape which was intricately woven using a unique technique. This lighting design symbolises the traditional way of life and wisdom, which carries a deep spiritual meaning.
These design items among others not only highlighted Thailand’s prowess but also reflected on the country’s commitment to sustainability, craftsmanship and cultural preservation. By bridging the gap between tradition and modernity, these designs showcased Thailand’s vibrant and dynamic design landscape to a global audience at this year’s Design Week in Milan, Italy. Guided by the idea of orchestrated disorder, Speak Softly Thai, Speak Softly Love revealed the balanced interplay of contrasting elements, urging viewers to find beauty in the complexity of design.
Stay tuned to STIR's coverage of Milan Design Week 2024 which showcases the best of exhibitions, studios, designers, installations, brands and events to look out for. Explore EuroCucina and all the design districts—Fuorisalone, 5vie Design Week, Isola Design Week, Brera Design District and Porta Venezia Design District.
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