Suttahathai Niyomwas , Thale Kangkhao
In the idea of people in this era, vernacular represent the picture of heritage, conservation and tradition in itself. It seems like Vernacular stay in the opposite side of the world of capitalism in nowadays. The rise of capitalism has overtaken and effect many thing in this world from economy politic commercial and conservation. For the ASA competition (vex agitate vernacular) we have rethink the way to preserve/present/ and deconstruct the idea of vernacular and the only solution for the vernacular to survive in this era is by riding though the wave of capitalism.
The strategy of conservation not by just preserve and protect vernacular like in the old way but preserve the vernacular by applying and adjusting with the lifestyle of people. Using the similar idea with IKEA MUJI that “spreading the lifestyle of the country through the selling of objects.” We using the same method creating the Thai brand represent Thai vernacular and transform the vernacular culture into cloth, furniture, object, and Thai pop culture. This strategy will allow vernacular culture to agitate and reshape the perspective of Thai people and foreigner with the idea of vernacular
“The only solution for the vernacular to survive in this era is by riding though the wave of capitalism”