Kinetic Art Method: Songkarn Window Display Design

Abstract

This research aims to study the aesthetics perception in contemporary society with focus on the imagery of the Songkran festival, window display design, and case studies of brands identity, the identity of the Songkran festival, and the identity of Thainess communicated through contemporary art-based of window display design. The research seeks to create with window displays kinetic art and of that blended contemporary art for the Songkran festival, as well as to promote a new approach to creating a sense of Thai identity and to evaluate customer satisfaction from visiting the window display.

By employing a mixed-methods approach, including surveys and interviews with participants, the study analyzed data on the identity of Thai Songkran festival, its brand image, along with window display design. Drawing upon theories of semiotics and cultural studies, the findings revealed that window display designs incorporating patterns and symbols from Thai Songkran festival identity, using a line style similar to powder hands imprint, effectively convey the image of Songkran in communicating the stories of various important activities during Songkran festival. The incorporation of Kinetic art and the brand identity of Top Charoen Optical, such as the brand logo, into the design of characters that embody the brand's identity, which represents sense of Thainess, fun, playfulness, and modernity. The story of the Songkran festival through the Top Charoen Optical brand with a resulted in a window display with movement through visual Color vision dimensions, creating a visual perception when viewing the work with the bared eye and through blue and red lenses or with films, which allow for different viewing of the colors and patterns that communicate the story of the festival activities. This resulted in a novel form of artwork that attracted attention and captivated the general public. Importantly, this has an impact on brand recall, identity, and creates social context engagement.