Both the Host and Home and Thai 10/10 projects were launched by The Department of International Trade Promotion at the Ministry of Commerce Thailand with the aim of creating new opportunities for Thai designers and manufacturers.
The projects aim to develop brands’ entrepreneurial potential in production and design while promoting “a good national image and Thai lifestyle products”. The Host and Home project is in its seventh year, while the Thai 10/10 project is in its third.
The projects also support designers to exhibit their products at international trade shows, including House and Object in Paris, Furniture expo in Milan and Korea Build Exhibition in Ilsan, Republic of Korea.
Host and Home curates collections of Thai products including lampshades, furniture, mirrors and soft furnishings – all of which are handcrafted.
“Customisation and craftsmanship can increase the export value of Thai products in Europe through design and creativity, which are the highlight of Thai design products that are popular in the European market,” said The Department of International Trade Promotion.
“It is very important that Thai furniture and decorative product entrepreneurs are skilful.”
This year’s Host and Home collection includes teak wood outdoor furniture designed by brand Deesawat, which references the jagged structure of a broken wine glass.
“With the uniqueness of Thai craftsmanship, and with the selection of sustainable teak wood material, this composes unique furniture that represents an art form with function,” explained Deesawat.
The Host and Home collection also features mirrors made from recycled newspaper and light shades by Thai decorative brand Ayodhya, pillows from soft furnishing brand Pasaya and sculptures from Yarnnakarn, an arts and crafts brand based in Bangkok.
Similarly to the Host and Home project, the Thai 10/10 project aims “to show the world what Thailand can humbly offer in the plethora of luxury lifestyle brands,” according to Thailand’s Department of International Trade Promotion.
Ten brands were chosen for their handmade products, which intend to showcase “high standards of production, sustainability concern and the finest material”.
As part of the project, Thailand’s Department of International Trade Promotion launched branding workshops for the companies in order to boost their international marketing strategies.
“Dedication and commitment resulted in comprehensive guidelines crafted for each individual, and 2018 saw the stage of strategy implementation as Thai 10/10 took the next step to launch their premier showcase at The Bund, Shanghai,” explained Thailand’s Department of International Trade Promotion.
“That was a huge success, making a strong footstep as an ‘experiential luxury showcase’ from Thailand.”
Looking ahead, both projects intend to continue to develop new entrepreneurs and market Thai products for restaurants, hotels and residences across Europe.
“The Department of International Trade Promotion foresees the importance of continuing the projects through the development of new entrepreneurs as well as the enhancement of their potentials with the ability to satisfy buyers internationally,” said The Department of International Trade Promotion.
To view more about The Department of International Trade Promotion and its Host and Home and Thai 10/10 projects, visit its website.
This article was written by Dezeen for The Department of International Trade Promotion as part of a partnership. Find out more about Dezeen partnership content here.