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Design and Development of Phanat Nikhom Basketry in Chon Buri for European Market

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Design and Development of Phanat Nikhom Basketry in Chon Buri for European Market Burapha University International Conference 2014 Burapha University, Thailand July 3-4, 2014 DESIGN AND DEVELOPMENT OF PHANAT NIKHOM BASKETRY IN CHON BURI FOR EUROPEAN MARKET KRIANGSAK KHIOMANG Faculty of Fine and Applied Arts, Department of Product Design. 169 Longhard Bangsaen Rd. Tambon Saensuk, Amphoe Muang, Chon Buri, Thailand. E-mail: [email protected] ABSTRACT The main aim of this academic research was to magnify the value of local resources and basketry folk wisdom from Phanat Nikhom, Chon Buri Province in order to extend distribution channels out there to the international market, create a unique identity of the products and also suite to what target audience wants to fill the customers’ demand. According to the research results, experimenting on the design as well as developing basketry products from Phanat Nikhom, Chon Buri province itself, the researcher found that the C3 hanging lamp and the S2 stand lamp were suitable to be developed further on the design of these two forms. Since the European market tends to be interested and more familiar with geometric forms and also they prefer the simple forms of the products than others. This target market as well favors products made from natural materials. Consequently, the researcher has used the delicacy of basketry patterns which were designed and developed from the local people together with the research team. The patterns were used to decorate the lamps harmoniously with the composition and form. They also can be took off and adapted the positions comfortably by users themselves. In terms of distribution channel for these products to European market, the researcher has designed the selling, the purchasing, and the delivering through the system of E- commerce in order to create an easily way for the products to reach international market easy. In addition, if there are anyone who interested in this project, they can also take this up further to next level in more commercial way also. Keywords: Design, Phanat Nikhom basketry, European market Burapha University International Conference 2014 Burapha University, Thailand July 3-4, 2014 OBJECTIVE OF RESEARCH 1. To study and develop urban material for highest benefit usage 2. To provide knowledge for the research in the future 3. To increase value of resource and urban knowledge for distribute its goods to Europe Market 4. To design the individual basketry by urban culture 5. To strengthen the community economics by urban knowledge 6. To cooperate with community of Phanat Nikhom District, Chon buri Province 7. To improve living quality of the basketry community 8. To transfer the product design skill to Phanat Nikhom Community RESEARCH SCOPE This research is based on the policy and strategy of The Nation Research (Year 2008 – Year 2010) which the tendency is from sustainable economic. The research scope is as following. 1. Mainly work on local natural material, Phanat Nikhom District by study its characteristic for develop and analysis then conclude the result to be database. 2. Collect Phanat Nikhom Basketry information for basketry design to match for Europe Market. The product is developed by bamboo to be community basketry product industrial. 3. Adapt equipment and material in this research for easy use to community. 4. Simple design process for transfer technology to community production. 5. Parallel research of traditional conservation with modern design to Europe Market by Industrial standard specification. 6. Marketing process by E- Commerce DESIGN CONCEPT FRAMEWORK This research is based on sustainable economic to develop the valued product from local material by local wisdom knowledge. The development process is parallel between tradition conservation and modern design for Europe Market. RESEARCH METHOD 1. Study of basketry product from past data to present data then divide the basketry type for analysis its strength and weakness. 2. Design the product and test in the market for analysis and improve its pattern then conclude the result. SOURCE OF DATA Phanat Nikhom District, Chon buri Province, Thailand Burapha University International Conference 2014 Burapha University, Thailand July 3-4, 2014 ADVANTAGE OF RESEARCH 1. To collect local resource data and urban knowledge of basketry product 2. To Integrate of material, pattern, technique for new basketry product design 3. To get individual pattern of community industrial basketry product 4. To build the cooperation of private section and Phanat Nikhom Basketry Community 5. To recreated the addition wage to community 6. To transfer the suitable production process to community RESEARCH PROCESS The researcher has visited Phanat Nikhom District, Chon buri Province to collect all data which is linked of community culture and basketry design process then create the information for Phanat Nikhom Basketry Design to Europe Market. The researcher would like to design for individual basketry product by mixture of local culture as following step. Study of environment and natural Study of culture and local wisdom knowledge Study of local material, basketry product and distribution channel Analysis and learn of design trend to develop the product for Europe Market Study of environment and natural Form Phanat Nikhom, Chon buri sight visit, the researcher found that area is still maintained the natural life style and the people are still in agricultural way of life. The researcher has been observed that the people can be the main manpower to produce the basketry product if they are transferred the knowledge to produce the normal pattern of basketry product to add up their wage. Regarding the data fundamental which lead to design concept from above circle pictures, it is related to design principal that concerns about natural material with non-toxic and it is mixed with other data for develop the product to meet the research objective. Burapha University International Conference 2014 Burapha University, Thailand July 3-4, 2014 Study of culture and urban knowledge According to The Nation Plan of Economic and Social Development version 10th which is related to 2nd article in the plan as the cultural and traditional policy to support using urban knowledge for create the products that is high market opportunity growth such as food product, handicraft, health service and tourism service by maintain the urban identity to be express in merchant term. Study of local material, basketry product and distribution channel The material, the researcher found that the material is bamboo named “Sri Nuan” from Chanthaburi Province or sometime from Cambodia and also knew the main 3 problems effected to way of life as, 1. Lack of material, Sri Nuan bamboo, problem 2. Continuous cost increasing of basketry product 3. Lack of skilled basketry labor. Burapha University International Conference 2014 Burapha University, Thailand July 3-4, 2014 The distribution channel at the present is mainly in Phanat Nikhom Area where is many basketry shops with the owners are mainly old people. For export market, some new management who has creative idea and high efficiency can export the product to foreign market such as Japan, Korea and etc. From the observation of basketry shops at Phanat Nikhom Market, the researcher found many products such as bamboo cover, bamboo cap, bamboo pan, bamboo lamp, souvenir and etc. Analysis and learn of design trend to develop the product for Europe Market For the design and develop of Phanat Nikhom Basketry for Europe Market, the researcher has chosen ceiling lamp and table lamp to be the design model for alternative product of Phanat Nikhom District, Chon buri Province. The design theory is based of design data as following. Figure 1 Analysis of Design Trend Burapha University International Conference 2014 Burapha University, Thailand July 3-4, 2014 Figure 2 Analyze design trend data for Key word Figure 3 Table Lamp, S1 Design Figure 4 Ceiling Lamp, S1 and S2 Design Design Conclusion and Product Development The design and develop basketry product for Phanat Nikhom District, Chon buri Province, the researcher found the problem of some negative attitude from people who do the weaving. However, they are finally familiar and accept the different idea after they know that the design concept is started with urban knowledge mix with design concept for functional product. The researcher designs the product with geometry form as main structure then covers its surface by natural bamboo weaving and decorate by fine color design of weaving pattern. The main benefit of the product is to change the pattern according to its functional. Distribution Channel E-Commerce is the distribution channel for this research because it is easy to access of target group. The website is provided into 2 languages, English and French which has the link of logistic company information to serve of transport the product to purchaser as below. Burapha University International Conference 2014 Burapha University, Thailand July 3-4, 2014 Figure 5 Home page of www. phanatcrafts.com with 2 languages, English and French Sourced by : www.phanatcrafts.com, access on 19th September 2011 Figure 6 Phanat Nikhom Basketry Product List Sourced by : www.phanatcrafts.com, access on 19th September 2011 SUMMARY OF THE FINDINGS The research on designing and developing basketry products of Phanat Nikhom, Chon buri province in order to export these products to the European market. The researcher is able to conclude the result of the research and also able to suggest some advantageous advises to people who interested on this subject. They can also manipulate and apply this conclusion further in more commercial approach in the future. As well as, integrate the idea to some other fields of knowledge. The basketry lamp design in this research consisted of 2 forms which are: 1. the Ceiling lamp 2. the Table lamp Burapha University International Conference 2014 Burapha University, Thailand July 3-4, 2014 The result can be separated into 5 parts which are: Exploration on environment and nature From the field study, the researcher found that the environment of this area still be quite natural with more of the cultivation sites.
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