WE Smile Magazine February 2018 - Thai Smile Airways

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We never make it our goal to put something Thai into
our work. But being Thai ourselves, it’s no surprise
that the Thai identity finds its way into the designs,”
explained Tunchanok Yavilas, one of the two founders of This
Means That Studio. Though not intentional, the designs by This
Means That are characteristically Thai in an unexpected way.
The Nang Kwak, for example, is an item of luck for businesses,
believed to have the power of waving in prosperity into the home
or shop. The This Means That team’s version, though still donning
a traditional crown and shawl, is also rocking sunglasses while
carrying a fashionable designer bag.
Panjapol Kulpapangkorn, the other founder of the studio,
shared, “Our first project was Miss Well-Come. We began with
the concept of ‘welcome’ and we thought of the Nang Kwak,
an item that can be found in almost any shop.” The designer
bag she is carrying is This Means That’s interpretation of what
“prosperity” means in today’s context. Similarly, the team chose
the shape of Buddha amulet frames to create another collection,
based on the concept of an amulet in the modern context. One
example is the “Maha Like, Maha Ruay, and Maha Love,” a.k.a.
“Super Likes, Super Rich, Super Love” model that uses dollar
signs and hearts to represent the things people value today.
Initially, the team wanted to create home design
products for people interested in designs with stories
(Product as Statement). But when their first piece came out,
they were introduced to many types of buyers. Some wanted
to use the designs to decorate their homes, some saw the
work as real art pieces. It also turned out to be the perfect
souvenir for foreign tourists - a fun piece that represented
Thailand from a different perspective. “Even though the
stories we tell are within the context of Thai society, the
way we choose to express them are simple enough for other
cultures to relate to.”
As they continued to develop their work and
brought out more collections, they eventually become known
as the design studio specialising in amulets and lucky
charms. Though it wasn’t their intention to create amulets for
worshipping, their products caught the eyes of unexpected
buyers. Collectors of Buddha images and large Buddha
image dealers have contacted the studio, asking to purchase
the designs for enchantment. They are now This Means
That’s new client base, a group who appreciates the beauty of
their designs, but are still faithful to the traditional functions
and meanings of amulets. “We often have customers who
buy Nang Kwaks to enchant them before placing them in
their stores,” said Tunchanok. Many youngsters these days
want a sacred item with a modern look. Though this wasn’t
their intention at all, the team believes that at the very least,
their creations have made the tradition of Nang Kwaks and
Buddha images accessible among the younger generation
and kept it from disappearing. “There are people who don’t
understand our work, thinking we are disrespecting religion
and their beliefs, but it’s not like that. We have no intention
of being disrespectful in any way. All we did was add new
meaning and give a modern context to those beliefs.”
This Means That’s latest design, though taking a step
away from amulets, still uses the same creative process.
This time the pair showcased their work at the Melbourne
Contemporary Jewellery & Object Biennial 2017 as part of
the “VOVEO” : How to Make a Promise exhibition. With
the theme being promises, the two were inspired by the Thai
traditional wedding where promises are relayed through the
proposal ceremony and trays of gifts presented to the bride’s
family. Today the procession of gifts is still present, but the
promises themselves are less valued. Divorces have become
the norm. With their designs, the pair wanted to bring back
the significance of promises through accessories that are
adapted from different components found on traditional
gift trays.
Every design brought out by This Means That is likely
to make you let out a surprised “What…?” Their creations
are relatable to us all, but with a layer of meaning that makes
you want to find the story behind it. If you have one of their
designs at home, it is sure to be quite the conversation piece.