Saruti “Luksorn” Tuntivithayakul

Co-founder, Kitsch Hotel and Daddy and the Muscle Academy

Industry : Lifestyle

Saruti “Luksorn” Tuntivithayakul has an instinct for turning creative ideas into worlds people want to enter. Across fashion, hospitality and dining, the designer and entrepreneur combines distinctive visual identities with storytelling and a strong sense of community.

Her journey began by spotting a gap in Thailand’s retail landscape. Daddy and the Muscle Academy started online before moving into a small Siam Square store, where its playful designs and character-led identity found a loyal following. As co-founder of both the brand and Frank Garcon, Luksorn has learnt to think beyond products, using design and atmosphere to create experiences that connect particularly strongly with younger consumers.

That philosophy now reaches well beyond fashion. Kitsch Hotel, the boutique property she co-founded with her fiancé, Boonyanan “Um” Raungwong, translates her eye for detail into hospitality through vintage references, maximalist interiors and creative expression. She has also co-founded Paknang Southern Restaurant, applying the same attention to food, setting and identity.

What ties these ventures together is Luksorn’s ability to make branding feel immersive rather than cosmetic. From Thai-inspired visuals and packaging to carefully conceived spaces, she shows how local creativity can become an experience in its own right – and build connections that travel well beyond Thailand.