A conversation with Sarawut Panhnu, designer of the Bangkok Design Week 2026 Key Visual
âThainessâ is a concept we all recognize instantly. Yet behind this familiar image lies one of the biggest challenges for designers, âWhat kind of Thai is it?â and âHow can Thai design stand out?âWhen this idea became part of the theme DESIGN S/O/S for Bangkok Design Week 2026, we couldnât help but wonder how the festivalâs Key Visual designer, Sarawut Panhnu, would interpret it.So today, we sat down with Sarawut to talk about the creative process behind the Bangkok Design Week 2026 Key Visual, from his view of DESIGN S/O/S as a wake-up call to how he infused his signature Thai-pop style into what he calls his first truly serious approach to Key Visual design.Interviewer: Before we get to the Key Visual, letâs go back a bit. When did you first become interested in art and design?Sarawut: It started in early high school. I realized I loved drawing but didnât know what to study next. When I moved back to my hometown in Lopburi, I found a vocational school with a fine arts program, so I joined. Later, I continued at Poh-Chang Academy of Arts, majoring in traditional Thai painting.Interviewer: Coming from a traditional Thai painting background, how would you describe your current style?Sarawut: I call it Thai Pop â bright, playful, and contemporary, but still rooted in Thai elements like patterns and composition. Some works are satirical or slightly surreal, depending on my mood. My personal pieces often tell small stories from daily life, like a visual diary.The shift happened about seven years ago when I moved back to Lopburi. I used to restore murals in Bangkok, but there wasnât that kind of work back home. I reconnected with old friends doing street art, graffiti, and other creative work that reflected their own lives. I wanted to do that too â to let art mirror real life. So I began mixing what I loved, like cartoons, books, and old songs, with the traditional techniques I learned at Poh-Chang. It gave me both strong foundations and room to play.Interviewer: When did you first start working in design?Sarawut: Iâd done some album covers before, like for Phum Viphurit and H 3 F, and also the opening scene for the series The Believers. Back then, my work was purely painting on canvas â no digital tools at all. Iâd scan the finished piece and pass it to the team for further editing.Later, brands started reaching out, and I realized I had to adapt. Paintings werenât always practical for brand use, which required digital or vector files. So I began learning digital tools, starting with an iPad and gradually moving to vector programs. Friends helped me with techniques, and over time I shifted from canvas to digital â while keeping the brushstroke feel of painting.Interviewer: So this is your first time creating a Key Visual?Sarawut: Not my first design project, but my first time doing it seriously and in full scale.Interviewer: How do you define a Key Visual?Sarawut: I see it as creating the overall mood and identity of a project. Since Iâm not trained as a designer, my process is more intuitive â I start by sketching and composing in my own way. Then I collaborate with my graphic designer friends, Dashflash Worldwide and Blue Wave, who help refine the layout, graphics, and details. Through this, I learned a lot about how designers think and work.Interviewer: When you first received the theme DESIGN S/O/S, how did you interpret it?Sarawut: When I first saw the theme DESIGN S/O/S, I felt it was more like a wake-up call – a signal urging Thai designers to rise, think, and create in their own way. And the first person to receive that signal was me. So I wanted to awaken my creativity by building on what I already have: reimagining Thai identity into something new.Interviewer: In a world thatâs moving fast and full of challenges, how do you see design as a tool to help us âsurviveâ?Sarawut: I believe design has always been part of our lives â from ads and art to something as simple as a coffee cup. If we want to survive today, we must truly understand what design means.Now, with social media, nothing feels outdated anymore. Everyone understands taste and trends, often without realizing it. Inspiration is everywhere, right in our hands. The world already runs on design â and thatâs why I believe design is our way to survive.Interviewer: What does âThainessâ mean to you?Sarawut: For me, Thainess is something close and familiar. Itâs part of everyday life, not something distant or abstract. If itâs too far removed, it stops feeling real. Thainess is found in Thai patterns, one of Thailandâs most iconic motifs. Itâs all around us, woven into the surroundings weâve seen all our lives.Interviewer: And whatâs the âflavorâ of your Thainess?Sarawut: Iâd say rainbow flavor (laughs). My work is never fixed. It changes with time and whatâs happening around me. Like life â sometimes sweet, sometimes bitter, sometimes spicy. But this year, Iâd say itâs rainbow flavor â bright, sweet, and fun.Interviewer: How did you connect DESIGN S/O/S with Thainess in your process?Sarawut: I looked at last yearâs event first, since it already explored Thai identity quite a bit. So this year, I focused on my own perspective â reinterpreting Thai patterns, culture, and everyday life Iâve known for over a decade into something more contemporary, playful, and in tune with todayâs world.Interviewer: From concept to creation, how did you turn the idea into the Key Visual?Sarawut: I started by researching the word âdesignâ (laughs). Since I didnât come from a design background, I wanted to understand it better. I realized design is a way of planning life, which made me see Bangkok as a city of design shaped by its people. I brought those stories into the Key Visual and added my own sense of Thainess.If you look closely, youâll see traditional Thai patterns hidden in the image â not directly, but subtly within the composition. Just like in the past, when these motifs were part of everyday life, I reinterpreted them in a modern way. I began by sketching the concept and layout, then worked with two designers to refine it into a complete piece.Interviewer: Is there a character you like most in the Key Visual?Sarawut: Not really â they all represent real people in Thailandâs creative scene, not fictional ones, so I like them all (laughs). If anything, the Thai pattern itself is the true character of the work. But Iâm also drawn to the running figure â it captures movement, energy, and how design lives in peopleâs everyday lives.Interviewer: Lastly, what would you like to say to those coming to Bangkok Design Week 2026? What can they expect?Sarawut: Youâll see fun works and a new flavor of Thainess you might not have seen before. Some will love it, some maybe not â and thatâs okay. I think it should be a space where people can feel differently and freely. Next year, the festivalâs flavor might change again, but what will always stay the same is the joy of creating and discovering something new every year.
BANGKOK DESIGN WEEK 2026 DESIGN S/O/S
BANGKOK DESIGN WEEK 2026DESIGN S/O/SIn a world thatâs moving faster and facing greater challenges, the question âWhat can design do?â remains. For us, itâs no longer just a conversation but a signal to act – a call to explore and create tangible solutions for the challenges ahead.This year, Bangkok Design Week 2026 is sending out the signal DESIGN S/O/S, not a call for help, but a declaration that design is the tool and the force that will help us move forward together.S â Secure Domestic : Design to Strive â Setting new standards, awakening waves that boost the domestic market.O â Outreach Opportunities : Design to Offer â Creating new opportunities, fostering collaborations, and confidently taking a step towards the global state.S â Sustainable Future : Design to Survive â Exploring bold and innovative paths to a sustainable future, ready to take on every challenge ahead.In the past, âThai designâ may not have received the recognition it deserved. Today, we invite everyone to see it through a new lens that is playful, adaptable, and contemporary. By reinterpreting Thai roots, from patterns and materials to craftsmanship and traditional techniques, in fresh and innovative ways, we create designs that remain unmistakably Thai. Not by imitating others, but by embracing our own identity â a direction that Bangkok Design Week continues to champion as it brings Thai design onto the global stage.Bangkok Design Week 2026 invites you to tap into your creative energy and start making things happen. Donât wait for challenges to come, turn your ideas into something real.No matter who you are, a creator, a designer, an entrepreneur, a thinker, a dreamer, a critic, a connector or a doer, itâs time to take action and design our way forward, together across Bangkok.ð29 January â 8 February 2026Key Visual: DESIGN S/O/S designed by Sarawut Panhnu#BKKDW2026#BangkokDesignWeek#DesignSOS
Announcement of Participant
Announcement of ParticipantBangkok Design Week would like to give a sincere appreciation for all applications. We are delighted that you are a part of this festival. Your participation in Bangkok Design Week 2026 drives the growth of the Creative Industry.List of the Participants for Bangkok Design Week 2026BKKDW2026 Supporters:EM DISTRICTMarc Jacobs ______________________________________BKKDW2026 District HostPak Khlong Talat District: Splendour Solis Co.,Ltd.Phra Nakhon District: OPPORTUS CO., LTD.Bang Lamphu â Khaosan District: Sonjai House Co., Ltd.______________________________________List of BKKDW2026 Program Partners:âĒ ExhibitionFestival Venue103PAPER SHOPA440 Sound LabABSOLUTE BEGINNER CO.,LTDArisara StudioaRoundPBanglamphu everythingbendi-BANGKOKcc.studioCerebrum DesignCommunity Architecture by ArchSUCreative Economy AgencyDECIDEKIT x Humans of Flower Market by ArchSUDek Korat x Pratintip Artist DEmark AWARD, āļāļĢāļĄāļŠāđāļāđāļŠāļĢāļīāļĄāļāļēāļĢāļāđāļēāļĢāļ°āļŦāļ§āđāļēāļāļāļĢāļ°āđāļāļĻ (DITP)Design PLANTEA-CREmbassy of ItalyâItalian Cultural InstituteEphemeral SoundsEuangarayaFall Studio Fascinating Bangkok â Art Empowers Enterprises [CHINA]/Nanhai Youth Chamber of Commerce & RUI+ Digital Culture InnovaFlower BloomFlower GardenFriends Making WorkGola GalleryHomework fabricHong Kong in Venice 2025 Roving ExhibitionHumans of Flower Market by ArchSU x PGVIS x WeParkKOLABLee X Kenji X MarkLive Life Detailmarionsiam, AVNWS (THAILAND) CO.,LTD.MEXmflex factoryMitt Mind TreeMoong PattanaMUNIENulty Lighting Design ConsultantsOne to ThreeOpenschoolParnak StudioPART HardwarePBBO X Farmgroup X Veig X HannPDMBRANDPHAYANCHANAPor Laew DeePrem.artisticRERUNNRTUS-BangkokSchool of Architecture, Art, and Design â KMITL, KMITL x Monash UniversitySHERPUBLIQSplendour SolisSUPERNATURESSUTO x Banglamphu EverydayTemple of DuskThan-T x ChoraleeTHINKK TogetherTwinehideViaBusYour Own Venue333Gallery608 GalleryABAC Architecture + Design, Assumption Universityadot°Alexander LamontATT19BANGBAMRUSTUDIOBangpho Creative CommonsBangkok TwinCharoen Life Charoen Ratclick!, āļāļāļ°āļŠāļāļēāļāļąāļāļĒāļāļĢāļĢāļĄāļĻāļēāļŠāļāļĢāđāđāļĨāļ°āļāļēāļĢāļāļąāļāđāļĄāļ·āļāļ āļĄāļ.CODE LifestyleCrystal Design CenterDesign Driven Innovation, FabLab BangkokDesigner of the Year, Faculty of Decorative Arts, Silpakorn UniversityEyedropper FillFaculty of Decorative Arts, Silpakorn University (āļāļāļ°āļĄāļąāļāļāļāļĻāļīāļĨāļāđ āļĄāļŦāļēāļ§āļīāļāļĒāļēāļĨāļąāļĒāļĻāļīāļĨāļāļēāļāļĢ)Farm to Table Fascinating Bangkok â Art Empowers Enterprises [CHINA]Floorament x co-incidence.process.coffeeFlying Fish Coffee CompanygalvaniiGumpâs Cross x Canvas and coi+mARCH, Master of Architectural Design, Chulalongkorn UniversityJingshu YingKitt.Ta.KhonKnuckle OliveKoyori Project 2025LivelyhoodMadskill BangkokMahanak AllyMEA SPARK āļāļīāļāļīāļāļ āļąāļāļāđāļāļēāļĢāđāļāļāđāļēāđāļāļĒMMAD GalleryMobella GalleriaMontien Hotel Surawong BangkokNeighbourmart x CEANKUST x SU in Partnership with OneBangkok OIC, Medear MediaOLD DAISY CAFEOp-portusP.tendercoolPakklong Market (2552) Company Limited POMEProject77RTUS-BangkokSchool of Architecture and Design (KMUTT)Sewing Machine MuseumShma x we!parkSilpacheep, Faculty of Decorative Arts, Silpakorn UniversitySingdes Thaicra, Center of Innovation for Society (CIS)Sriwiang GallerySuankularb Wittayalai SchoolSumphat GallerySwinghoodTaiwan Creator AroundThe AA Visiting School BangkokThe XYZ art and culture centerUrban AllyVertierWastemattersWater Sensitive Cities Australia Monash Universitywe!parkXD49 LimitedWomen and Men Progressive Movement Foundation (WMP)āđāļĨāļēāļ°āļĄāļđāļĨāļĨāļāđāļāļ, āļāļāļ°āļĻāļīāļĨāļāļāļĢāļĢāļĄāļĻāļēāļŠāļāļĢāđ āļāļļāļŽāļēāļĨāļāļāļĢāļāđāļĄāļŦāļēāļ§āļīāļāļĒāļēāļĨāļąāļĒ, Broduction___________________________________âĒ Talk Festival VenueBOP Buddy Of ParentsDesign PLANTIALD Southeast AsiaLUKYANGSteve Leung Design Group Ltd.TTALABYour Own VenueA49Floorament x co-incidence.process.coffeeGame Dev HubKnuckle OliveSchool of Architecture and Design (KMUTT)Splendour Solis___________________________________âĒ Workshop Festival VenueChula x UQ Fascinating Bangkok: Art Empowers EnterprisesIkebana S/O/S Workshop + ExhibitionLUKYANGMission EarthNulty Lighting Design ConsultantsratiSAGAWSHERPUBLIQSplendour SolisTHINKK STUDIOYIMSAMERYour Own VenueBangkok Community RadioBanglumphu EverythingFlooramentGachaGlasglow HomedecorGumpâs Cross x Analog Sky FlowIsan Wellness SoundscapeKlongsan Makelamunlamai.craftstudioSriwiang GalleryThe Roots Routes ___________________________________âĒ EventFestival VenueBUCA â Bangkok Urban Cycling AllianceCreative House By CEAFascinating Bangkok â Art Empowers Enterprises [CHINA]Flower RunFlower WalkPlayerfromneighborPor Leaw DeeYour Own Venueart4dBanglumphu EverythingBrass Forward: A Decade of MasayaCloud 11 X Documentary ClubDepartment of Industrial Design, Faculty of Architecture, Chulalongkorn UniversityELPA SHAWEntertainment ProjectFaculty of Decorative Arts, Silpakorn University (āļāļāļ°āļĄāļąāļāļāļāļĻāļīāļĨāļāđ āļĄāļŦāļēāļ§āļīāļāļĒāļēāļĨāļąāļĒāļĻāļīāļĨāļāļēāļāļĢ)FlooramentFoundation for child developmentGor.Gor.Nor.Group x WIPGumpâs Cross x EkarIsan Wellness SoundscapeKnuckle OliveMarshall LivehouseMic-macOo La LabPGVIMPhilippine Fashion ShowcasePlay SpaceRTUS-BangkokStorywiseTeam Song Wat Board GameUNESCO___________________________________âĒ TourYour Own VenueBanglumphu EverythingFaculty of Tourism And Hospitality, Dhurakij Pundit UniversityICONSIAM x BMA x Op-portus x Urban AllyPhra Nakorn SaejengRTUS-BangkokTermStationTHEPLOCATIONThe Roots Routesāļāļ·āđāļāļāļĩāđāļāļīāđāļĄāļŠāļļāļ (Women and Men Progressive Movement Foundation (WMP))āļĢāļīāļāļąāļĻāļāđāļāļēāļāļāļāļ x āđāļĄāđāļēāļāļķāļ___________________________________âĒ Music & PerformingFestival VenueDo A Lot TeamFascinating Bangkok : Art Empowers EnterprisesYour Own VenueCornea Cochlear Club & Entertainment ProjectIsan BoyMarshall LivehouseāļāļēāļĒāļāļĢāļļāļ CHAI â ARUN ___________________________________âĒ MarketFestival Venue1DADA.luckydoggsABEARABLEAELINE CAG47 STUDIOaircraft colaApicchaAri Modular ArtsaveworldBaan Maew MaewBailey BlossomBangOnBASIC TEEORYBlunder StudioCaliiicoCapyperCASOCat Me FiveCharm-learn studioCHECQO.Chofa StudioCLYTIECOMMACOSUNEarlâs LabFeiphet FlawershowerGalagaluiGlasglow HomedecorGOODAFTERNINEGumpâs CrossHOM MATABAImluck.inboxStreetwearJIIRA KH EDITIONS (KICK IT TO THE HIGHWAY)KUSULiiktaLily.JoyLocal Made GoodsMachii MonsterMAKINDI TAKOYAKIMAMADManyMuchMoreMarionsiamMAT ARCHERMeMiann StudioMl3printMonjeed â Juice Meets JoyMormormorMr.OmeletORITHAIPeachfulPHAYANCHANAPica StationeryPLAYPlay a lotPloenjaiPoetiqRESINDROMERock Me JewelrySADSANDT Sedar.WSeptem 3D Printed Fashionsmall things matterSONITESpirulina SocietyStudio ToapoSummerstuff.marineTAKIThaCHATRA (āļāļāļąāļāļĢ)The PeridotThe Salary DuckTofu FightingTourniqueTTwenty.two.aprilTwo in RowVenacavaWA.Sculpture StudioWastemattersYee Sib EdYume houseZEBRAZZomjeen handmadeāļāļēāļĢāļēāđāļĄāļĢāļļxāļāđāļāļĒāđāļāļāļāļāļ°āļāđāļ§āļĒāļāļĄāļāļ°āđāļāļāļĨāđāļē āļāđāļēāļāļīāđāļYour Own VenueKnuckle OliveMarshall LivehousePM Studio x SONJAI HOUSEFor inquiries about festival participation, please contact program.bkkdw@cea.or.thâââââââBangkok Design Week 2026Design S/O/S29 Jan â 8 Feb 2026.#BKKDW2026#BangkokDesignWeek#DesignSOS