Supachai Klaewtanong finds inspiration in local materials, culture and everyday life.

Local culture and creativity have not always gone hand in hand. Too often the treasures of one’s hometown fade into the background and it’s outsiders who see the beauty. 

But not Supachai. His gaze has always turned inward, toward the soil that shaped him. For him, creativity begins at home like in the rhythm of local life, in the crafts passed down through generations, and in the stories that deserve to be seen, celebrated and reimagined.

Today we speak with him to learn more about the local elements of southern Thailand, seen through his vision and creations.

Rediscovering Local Beauty Through Craft: Supachai’s Story

“I’ve always loved crafting since I was a child,” Supachai recalls. “I used to spend hours playing with clay (din pao).” 

His creative journey began early but it wasn’t always straightforward. In high school he majored in science, balancing his interests in both science and art. He applied twice to study architecture but wasn’t successful, so he turned to Decorative Arts at Silpakorn University instead. There he deepened his understanding of objects, materials and craftsmanship. 

After graduating in 2000 Supachai worked in Bangkok for a few years. During that time he collaborated with Banyan Tree. His role involved designing products for the hotel shops and crafting items used across Banyan Tree’s global properties, which allowed him to engage with communities in Thailand, Vietnam, Myanmar and beyond. Many of their international guests weren’t simply looking for a picture-perfect souvenir; they wanted to truly experience local culture. Through these experiences Supachai gained hands-on knowledge of traditional textiles, woodwork and ceramics, as well as the chance to work with local producers, learning the materials, ingredients and production processes behind the crafts. He fell in love with the authenticity and care that went into every piece. 

“There are actually four reasons why I came back to Nakhon Si Thammarat,” Supachai explains. “One, I wanted to raise my child here. Two, I didn’t want to just visit my parents occasionally, but I wanted to be with them. Three, Bangkok is such a massive city with pollution. And lastly, I wanted to come back to learn more about local people and their craftsmanship.”

Upon returning, he joined numerous workshops to explore local crafts in depth. During one Creative Thai Identity workshop, designers were paired with local producers to co-develop products. Supachai was tasked with redesigning a birdcage. He observed the structure, the artisans’ traditional knowledge and the skills that made each piece extraordinary. He ended up creating lamps out of it. 

“There I felt like it was destined, because I got to develop the design of the birdcage. When it came out, all my friends told me I should do something with it. I knew I was on the right path.”

NAKKHiD and TIMA were born from this journey of exploring and celebrating the beauty of local craftsmanship and culture. Although Supachai’s path began with setbacks, failing to get into his desired university major, it ultimately led him to a direction that allowed him to better understand interior design and furniture. NAKKHiD serves as a studio dedicated to hands-on crafting, while TIMA offers design services, helping people bring their ideas to life with thoughtful, locally inspired design solutions.

Bird Cages, Jaak and Fishing Net: Reinterpreting and Preserving Local Craftsmanship

“Every area has its own charm. For example, Isaan has Soeng, a traditional local dance, while in the south we have Nang Talung and Manora. When it comes to local resources each region offers something different depending on the landscape. My design philosophy is all about celebrating the beauty of these resources and making the most of what each place has to offer.”

Products from NAKKHiD draw on these local elements, transforming the inherent beauty of each resource into practical products. Birdcages, for example, have long been a way of life in southern Thailand. With many households keeping birds, the craft of building cages developed into a local wisdom, encompassing frame construction, wood carving and intricate lattice work. 

He also experiments with jaak or palm leaves by adapting the traditional structure of the birdcage, posts, spindles and joints into new forms. By incorporating additional functions, these elements become lamps and other design objects.

Similarly fishing net fibres are now made from nylon, but the traditional weaving skills remain. Supachai works with local weavers to create bags inspired by these nets, adding simple colour accents to give each piece its own character.

“To truly understand these elements, you have to experience them through local practice. I’ve learned a lot about techniques and processes by observing the culture, as it is part of the daily routine. At the same time, my experience with Banyan Tree taught me about packaging and product design, such as choosing the right colours to attract customers and many other aspects.”

Supachai has also hosted workshops and short courses to students from within Nakhon Si Thammarat and to other universities across the southern area. 

“When I teach in class, I always emphasise that these courses are practical for their future; they are not just about aesthetics. I want to show them that these projects can actually create real value. Even though the elements come from local resources, they can be turned into something that provides a livelihood. One student I taught even came back to tell me that because of my lesson, they became interested in working with local materials and are now developing their own projects.” 

Creative Nakhon: Bringing Southern Creativity to Life

Beyond products, Supachai also co-founded Creative Nakhon, a creative festival now held for the sixth time. The event brings together crafters and artists to showcase their work in one place, fostering a small community. Visitors can enjoy workshops, a marketplace and live music, all designed to immerse them in southern culture.

“This idea came from the loneliness I felt during my first few years back in Nakhon Si Thammarat. It was hard to find people who shared my interests, so I gathered those who did and co-founded this festival,”

Supachai explains.

“For anyone unsure about where to focus in the arts, I recommend surrounding yourself with the things you love. If you’re interested in crafting, join workshops or visit local communities. These experiences will help you understand and connect more deeply with what you’re passionate about,”

he adds.