Siam Center launches NEO-THAI concept to promote Thai creativity

Siam Center has launched the ‘NEO-THAI’ concept, an initiative designed to reinterpret Thai creativity through the lens of ‘Super Culture’. The project aims to provide a platform for local artists and brands to showcase modern interpretations of Thai identity, ranging from traditional folk items and architecture to contemporary lifestyle graphics.

Key contributors include artist Wathusiri Chansin, known for the ‘ARTSAVEWORLD’ line, who uses visual designs like vintage posters and pop graphics to reflect Thai ways of life. Artist Kriangkrai Kimsawat has also contributed art installations that transform the shopping center into a living gallery.

The initiative features various collaborations at the Absolute Siam Store, such as a fashion collection by Akara Bangkok inspired by the food culture of ‘The Secrets of Noodles’, a chicken noodle shop from Chiang Mai. Additionally, the ‘NEIGHBOURMART’ section highlights ‘Made in Bangkok’ products, including the ‘Bangkok Supporter’ collection.