Iron Social Design · 2022
Roi Re Illustration
by Poovakorn Watcharaphongphiphat
- A' Design Award 2022 Iron Winner in Social Design
- Awarded April 15, 2022
- CLIENT: Mahidol University International College
- Estimated Number of Design Views: 25,466
- Verification code 6523AC9C87 · Verify this award
About Roi Re Illustration
Roi Re is an online exhibition website focusing on stories of Thai old style street peddlers that rarely exist in the present day. The aim is to create appreciation and awareness among young generations toward Thai culture through the exploration of these rare old-style street vending activities. Roi Re provides information, knowledge, and tools through the use of a unique and riveting series of illustrations.
Press Kit
- Unique Properties
- "Roi Re" is an online exhibition website focusing on stories of Thai old style street peddlers that rarely exist in the present day. The aim is to create appreciation and awareness among young generations toward Thai culture through the exploration of these rare old-style street vending activities. Roi Re provides information, knowledge, and tools through the use of a unique and riveting series of illustrations.
- Tags
- illustration, Graphic Design, Culture, Archive, Thai, Website, Exhibition, Young, History
- Production Technology
- “Roi-Re” provides information, knowledge, and tools through the use of unique and riveting series of illustrations, on-location Augmented Technology (AR) in the form of pop-up kiosks, and series of promotional materials to connect the younger generation to what street paddlers used to be in the past.
- Design Challenge
- Many of the stories often come from word of mouth and memories of an older generation and the official records of their stories are hard to find. Therefore, the content mostly comes from interviews of older generations who had known and experienced old-style street peddlers.
- Project Duration
- The project started in September 2019 with the research and design development and finished in July 2020 for the exhibition showcase at Siam Center (Bangkok) on 20-22 November 2020.
- Operation Flow
- The online exhibition website provides information, knowledge, and tools through the use of a unique and riveting series of animated illustrations to mimic the environment of the street peddlers in the past. Audiences can play and explore items that pop up on the screen along with on the physical exhibition display, pop-up kiosks, using Augmented Technology (AR) to explore the hidden peddlers' stories on various historical locations, such as, Charoen Krung Road.
- Research
- Thai old-style street peddlers have had a long and strong relationship with Thai culture and people. However, the development and modernization these days cause them to be less dominant, many have slowly changed their form, and some of them have disappeared. In addition, their stories often come from word of mouth and memories of older generations, which sometimes got disconnected with newer generations and the official records of their stories are rare and hard to find.
The aim of this project is to preserve and create an appreciation of Thai old-style street peddlers to a younger generation. By bringing their stories back in the present time with the help of technology, AR, virtual museum, motion graphic video, on-location pop-up kiosk, and fun illustration style, the young generation is allowed to explore and experience what was it like for street padders in the past. - Inspiration
- Since the past, street peddlers have had a long and strong relationship with Thailand. However, the development and modernization caused old style street peddlers to be less dominant. Many of the unique street peddlers have slowly changed their form, and some of them have disappeared. Moreover, their stories often come from word of mouth and memories of older generations, which sometimes got disconnected from younger generations.
Colors of Roi Re Illustration
Grand Interview about Roi Re Illustration
The inspiration came from my personal observations of Bangkok's streets. Growing up in Thailand, street peddlers were an inseparable part of everyday life. They were not only vendors but also storytellers, community members, and symbols of a unique way of living. However, as urban development accelerated, I noticed many of these familiar scenes gradually disappearing. I felt that if these stories were not documented, future generations might never experience or understand their significance. Through Roi Re Illustration, I wanted to preserve these memories and celebrate the cultural value of street peddlers before they faded from public awareness.
I recognized that younger audiences often engage more naturally with digital and interactive media than with traditional historical documentation. Rather than presenting information through static text alone, I wanted to create an experience that felt immersive and engaging. Augmented reality allowed viewers to interact with illustrations and uncover stories hidden behind each image. By combining traditional narratives with contemporary technology, I was able to transform cultural preservation into an interactive discovery process, making historical content more accessible and relevant to today's generation.
One of the most touching aspects was realizing how deeply these vendors were connected to people's lives. Many interviewees could vividly remember the sounds of specific vendors calling through the neighborhood or recall particular foods they eagerly waited for as children. What surprised me most was that these memories were not just about products being sold—they were about relationships, routines, and a sense of community. These conversations revealed how street peddlers contributed to the social fabric of Thai society in ways that often go unnoticed.
My goal was to strike a balance between authenticity and accessibility. I carefully researched the appearance, clothing, equipment, and environments of historical vendors to ensure accurate representation. At the same time, I adopted a contemporary illustration style with clean compositions, vibrant colors, and simplified visual language that would appeal to younger audiences. This approach helped preserve the cultural details while presenting them in a format that feels approachable and visually engaging.
For the exhibition, I wanted visitors to feel as though they were encountering street vendors within an urban environment. The illustrations were displayed at a scale that encouraged exploration, while QR codes and AR interactions invited viewers to engage more deeply with each story. The physical space served as an entry point, while the digital layer provided additional context and animation. This combination allowed visitors to move between physical and digital experiences, much like moving through the streets of Bangkok and discovering vendors along the way.
I wanted users to feel a sense of curiosity and personal exploration rather than being guided through a fixed narrative. Each vendor had its own story, and viewers could choose which stories interested them most. The interface was intentionally designed to be simple and intuitive, allowing users of different ages and technological backgrounds to navigate comfortably. By giving users control over their journey, the experience became more personal and memorable.
The greatest challenge was the limited availability of reliable historical references. Much of the knowledge surrounding street peddlers existed only through personal memories rather than formal archives. This required extensive interviews and cross-referencing to ensure accuracy. Another challenge was translating intangible memories and emotions into visual experiences. I wanted to represent not only the physical appearance of the vendors but also the atmosphere, nostalgia, and cultural significance associated with them.
The response has been very encouraging. Many younger viewers shared that they had never encountered some of these vendors before and were surprised to learn about their role in Thai daily life. Others connected the stories to memories shared by their parents or grandparents. This intergenerational dialogue was one of the project's most meaningful outcomes. It demonstrated how digital storytelling can help bridge cultural gaps and encourage appreciation for traditions that might otherwise be forgotten.
The animation process began with studying the natural movements associated with each vendor, including how they walked, carried their equipment, and interacted with customers. Rather than creating highly complex animations, I focused on subtle movements that could convey life and atmosphere while preserving the illustrative quality of the artwork. Small details such as motion, sound, and environmental effects helped transform static images into living memories, allowing viewers to connect emotionally with the scenes.
I see Roi Re Illustration as a growing cultural archive rather than a single project. In the future, I would like to document other disappearing aspects of Thai street life, such as traditional markets, local craftspeople, neighborhood communities, and regional cultural practices. I also hope to incorporate new technologies, including expanded AR experiences and digital storytelling platforms, to make these stories accessible to wider audiences. Ultimately, my goal is to create a living collection that preserves Thailand's cultural heritage while inspiring future generations to value and protect it.