ART4D SPEAKS WITH JACKKRIT ANANTAKUL (HELLOIAMJK) AND PANYAWAT PHITAKSAWAN (TOS PANYAWAT), TWO DESIGNERS WHO HAVE EMBEDDED THAI IDENTITY IN THEIR DELIGHTFUL WORKS IN THIS LATEST ADIDAS BRAND CENTER OF BANGKOK
TEXT: WEE VIRAPORN
PHOTO: KETSIREE WONGWAN EXCEPT AS NOTED
(For Thai, press here)
Photo courtesy of adidas Thailand
In the middle of March of 2021, Adidas officially opened its third brand center at Siam Square One (SQ1), Thailand. Featured in the centre’s three-story program are works by two renowned Thai designers, Jackkrit Anantakul (HelloiamJK) and Panyawat Phitaksawan (Tos Panyawat), who have delivered their interpretations of the Thai identity through an interesting and ideal use of materials and craftsmanship techniques. With this update, we bring you a part of our conversation with the two talented designers, and we guarantee that it is just as fun as their works.
Panyawat Phitaksawan (Tos Panyawat) and ‘Shine’ | Photo courtesy of adidas Thailand
The preparation
Both Jackkrit and Panyawat have experiences working in international projects prior to this project. Many know Jackkrit from the project he worked on with monocle while Panyawat is one of Jim Thompsom’s frequent collaborators. When adidas Thailand sent the shortlist, the headquarter selected the two designers for the brand’s Thailand center. Despite the limited timeframe that went against the massive scope of work they had to deal with, everyone embraced the brand’s motto ‘Impossible is nothing’ with good spirit and mutually agreed to get the show on the road! Jackkrit took over the ‘Originals’ zone on the second floor whereas Panyawat was responsible for the male and female sports sections, which occupy the center’s LG and 1st Floor.
‘Roar’
The Process
The details, level of precision and efficiency are something to be expected from working with a global powerhouse brand such as adidas. The two designers dived deep into the assignment. They presented the Thai identity with style, meaning and substance, proving the main reasons why the brand prefers to work with local designers. Jackkrit incorporates ancient Thai textile patterns to the images of adidas’ originals product line, creating the series, ‘Woven Life,’ which includes the clash between the brand’s popular ‘Superstar’ sneaker and the starry shape of a traditional Chula kite titled under the same name. Meanwhile, Panyawat tells the story of local beliefs and myths using animals such as Tiger with ‘Roar’, and chicken for ‘Shine’ for the male and female department of the center.
Jackkrit Anantakul (HelloiamJK) and ‘Superstar’ | Photo courtesy of adidas Thailand
The brand’s identity is presented in every element of the work. Each of the colors used in the design can be traced back to the shades used with adidas products with the characteristic and spirit of the Orient still palpable. The materials are also carefully chosen for their sustainability, which is the quality that Adidas (and practically every sportswear brand in this day and age) prioritizes. The craftsmanship that has been such an integral part of the Thai DNA is not only included but heightens the level of meticulousness of the already complicated production process; from the weaving, embroidery to gilding and the use of glass and mirror. With the brand giving the green light to the team’s proposed production budget, the design team was able to go through the process of trial and error as much as the limited timeframe would allow, allowing for the final result to be as satisfying as expected.
‘Woven Life’
Conclusion
Both Jackkrit and Panyawat have seen this collaboration as a challenge for them to learn and support each other, and an experience to overcome the seemingly impossible obstacles, which resonates with the brand’s iconic slogan. During our conversation, we noticed how proud they were of the several drafts that had been rejected and ideas that we thought would be enough to open three more stores of the same scale in Thailand. The fire in their eyes spoke to us, and we knew that with the confidence and energy they have amassed, these two are more than ready to tackle new challenges that are coming their way.
Unfortunately, not long after the brand center was officially opened, the new wave of COVID-19 erupted, preventing people from seeing the actual works. But we do recommend those who have the time to take this opportunity when Siam is practically a ghost town, to see and experience the real works, to look closely at the details. And you will understand why we are strongly encouraging you to see everything with your own eyes.
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