Architects need long term help to contribute Globally recognised 'brand name' required|to support Thai architecture
The government must give strong support to Thai architects and designers, allowing them to compete with international firms, if it wants local architecture and design to be part of a creative economy, local experts say.
Architects and academics were reacting to the government's approval of a Bt20-billion budget from the Thai Khemkhaeng stimulus package to promote its Creative Economy, Creative Thailand initiative. Fifteen industries have been targeted in the project for development of pilot projects to foster creative manufacturing and added value. Architecture and design are among them.
A lecturer in Chulalongkorn University's Faculty of Fine and Applied Arts, Chumnong Sangvichien - a former chairman of the Thailand Creative and Design Centre - said Thailand had architects and designers with international experience, but they were unable to enter global markets because they worked as individuals. If the government wants to make their business a part of the creative-economy project, it must understand the culture of architectural practice both in Thailand and abroad and combine them to promote the work of local architects and designers in global markets, he said.
Chumnong said some Thai architects had succeeded in designing Thai-style residences in Canada and in other countries in Asia and the Middle East. However, most of them were unable to design according to international sensibilities. The question, therefore, is how to build Thai architecture up to become a "brand" in global markets.
Pure Thai architecture is difficult to apply in Western countries because it provides more outdoor space to suit Thailand's tropical weather. However, architects can apply designs that match Western style, but which continue to be intrinsically Thai. This is difficult to achieve, if customers are unfamiliar with Thai architectural concepts, he said. In order to make architecture a part of the country's creative economy, the government will have to not only promote Thai architecture on global markets, but also communicate the essence of Thai culture and the history of Thai architecture, and illustrate what lies at the heart of Thai design.
This will make a long-term project out of enabling Thai architects and designers to compete with their foreign counterparts, Chumnong said.
Architects 49 International is one local firm that has succeeded in designing a building abroad.
Associate director Nitis Sthapitanonda said Thai architects had the experience and the ability to design for foreign markets. However, they are unable to create a "Thai brand" for their work, unlike architects from other countries in the region, because there is no strong cooperation between the government and local architects to build such a distinctive brand.
He said Singaporean architects had succeeded in building their own brand over a 10-year period because the Singapore government had injected money, knowledge and investment to support its architects when they saw that the island state offered limited scope for new buildings.
Singapore's architects are now successful in foreign markets, particularly for high-rise buildings, because of cooperation and development of a national "brand", Nitis said.
In Thailand, if the government wanted Thai architects to be a part of the creative-economy plan, then it had to strongly support local architects through government projects and promoting Thai architecture.
"If the government selects Thai architects to design government projects and encourages Thai investors who have projects abroad to use Thai architects, this will help to promote Thai architecture on global markets," Nitis said.
Although Thai architects do not have experience in designing high-rise buildings, they have strong experience in designing resorts, hotels and residential buildings. This is the selling point of Thai architecture, if the government wants it to be a part of the new economy era, he said.
The Creative Economy project is part of the Thai Khemkhaeng economic stimulus package. Deputy Commerce Minister Alongkorn Ponlaboot is in charge of the project, which he refers to as a "national agenda". By working closely with the private sector, he believes the project will continue [even after a government reshuffle or a change]. It represents Thailand's best exit from the recent economic crisis.
The project has a Bt20-billion budget for the years from 2010 to 2012. It aims to boost the contribution to gross domestic product from the creative economy. According to the National Economic and Social Development Board, that contribution was about 10.7 per cent of GDP in 2006.
So far, only two projects have been approved, including the Software Industry Promotion Agency's animation fair Digital Media Asia 2009.
Alongkorn said the creative-economy project would begin on a national scale next year, following the establishment of a National Creative Agency.
Plans provide for all villages in Thailand to have their own "creative zones", where handicrafts can be shown or the local people can demonstrate their artistic creations. Similar zones will appear at more than 1,000 municipal offices and about 40,000 schools.
Shopping malls with membership of the retailers' association will be approached for small spaces to showcase great Thai designs.
In a next step, all 76 provinces will be eligible for grants averaging Bt10 million. The grants will be made for proposals to boost the value of local talent. For example, Nong Khai's Phon Phisai district could propose a plan to attract 2 million visitors to its annual fireball festival; Chatuchak, the world's biggest outdoor market, could branch out into the provinces; and through Creative Sport, new measures could be drafted to boost the value of Thai football or golf.
Alongkorn said the creative-economy project was the best strategy for Thailand, because mass production led to the exploitation of natural resources and did not guarantee a better quality of life.
As a "sandwiched economy", Thailand is unable to compete with low-end countries that rely on cheap labour, or with high-end countries that earn added value from their creativity and innovation.
The creative-economy project will help Thailand to overcome the current hurdles in industrial development and guide the country towards survival, he said.
"Personally, I believe this will be the new economic model for Thailand."