Thai, but modern: ไทยประยุกต์

Ask a Thai designer what makes design "Thai" and you will hear ไทยประยุกต์: tradition adapted, not copied. A ลายไทย flame scroll becomes a laser-cut screen in a hotel lobby; the humble ผ้าขาวม้า check turns up on sneakers and tote bags; temple roof lines inspire airport terminals. Designers talk about อัตลักษณ์ (identity) and want to avoid both museum pastiche and placeless มินิมอล. Craft villages now work with young designers so that weavers sell to boutiques, not only to tourists. You will also hear the opposite worry: that sacred motifs printed on beach towels are disrespectful. Images of the Buddha on décor and tattoos are a sensitive area, and signs at airports ask visitors not to buy Buddha heads as decoration.