The best way

to keep something bad

from happening
is to see it ahead of time...
and you can't see it
if you refuse to face
the possibility.

William S. Burroughs
2

8
10
11

Insight

20

Less or More?

Featured Book/ Documentary/ Book/ Magazine

Creative Entrepreneur

22

Matter

Creative City

22

The Creative

28

Creative Will

34

Creative Resource

Sunset in Detroit

Classic Item

Volkswagen Kombi

Cover Story

Lost Situation:

flickr.com/photos/kambe

12

The Subject

. :

buycott

flickr.com/photos/rochephoto

CONTENTS

l l , , , l
l l , , , , ,
, l l , ,
l l
l (TCDC) 24
622 24 10110
. 02 664 7667 . 02 664 7670 creativethailand@tcdc.or.th
l . 02 416 7300 . 02 416 7320 50,000

Creative Thailand
()
(Creative Economy)

-- 3.0

: facebook.com/K.temboon

EDITOR'S NOTE

2-3
Great Transition

(Varosha)
70

(French Riviera) 1974

5

35,000
2003
The Famagusta
Ecocity project (Vasia Markides)

Apisit.L@tcdc.or.th

2557

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l5

THE SUBJECT

TREND

metalocus.es

(Wieden+Kennedy)
(Free
Flyknit)



10

EVENT

6l

Creative Thailand

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flickr.com/photos/marcofieber

Boycott Sochi 2014

Google Doodle
(LGBT)

google.com

2014 (?)

LATEST NEWS

(Bitcoin)
(virtual currency)

(Satoshi Nakamoto) 2009

(Samuel Cox) (BitTag)


Vx5 Technologies

VAIO

VAIO Japan
Industrial Partners (JIP)

8 6

1.9 VAIO

8
2 9
17
(consumer
market)
(institutional market)

DID YOU
KNOW ?

flickr.com/photos/plantasyflores

sony.co.uk

mybitcoinsworld.com

INDUSTRY

(Jose Mujica)
2014
2014
Drugs Peace Institute


Uruguays National Federation

:
Sochi 2014: Vladimir Luxuria arrested for holding 'Gay is OK' banner (17 2014)
theguardian.com
VAIO ? (15 2014) manager.co.th
2014 (7 2014) komchadluek.net

(7 2014) manager.co.th
2557 l Creative Thailand

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CREATIVE RESOURCE

FEATURED BOOK

The Lean Startup

Eric Ries

"

..."
8l

Creative Thailand

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-- The Lean Startup

The Lean
Startup







3

The Lean Startup

CREATIVE RESOURCE

DOCUMENTARY

BOOK

MAGAZINE

Enron: The Smartest Guys in the Room

Alex Gibney

The Great LIFE Photographers

The Editors of LIFE

MacFormat
Christopher Phin

2001

2000

111

6
0.01




21,000

LIFE

20 2007
LIFE

LIFE


LIFE


LIFE
LIFE

Genius Bar

MacFormat

2012

2557

Creative Thailand

l9

MATTER

...
:

19

(Bakelite)*






(bioplastic)
(biodegradable plastic)
(cellulose)
(casein) (starch)
(soy protein)





2 (25542558)

(biodegradable test)

()

ISO 14855 ASTM D533

BIOFIBER

BIODEGRADABLE FILM

MC# 6369-01

PLA (Polylactide)

ASTM D6400 -20 90
1

* . (Leo H. Baekeland)



: (MTEC Materials Science and Technology Dictionary)
biology.ipst.ac.th, mtec.or.th, nia.or.th

* Material ConneXion Bangkok (TCDC)

10 l

Creative Thailand

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MC# 6076-01

ASTM D6400-99

CLASSIC ITEM

Volkswagen Kombi
:

(Kombi)
(Beetle) 1957

"Kombinationskraftwagen"

(
200
)

(Hippies van) 1960

56

1.5 1957 3.5

1979

1 2014

1957
20 2013

600
001-600


-
3
35,600
:
Brazil Says Goodbye
to the Kombi - For Now (23
2013) theatlanticcities.com
Bye Bye, VW Bus:
The End of an Era in Brazil
(6 2013) spiegel.de
Kombi's last rites:
Farewell to a travel icon
(31 2013) cnn.com
carscoops.com, telegraph.co.uk,

2557

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COVER STORY

(Herbert Spencer)
(Charles Darwin)
(Natural Selection)
(Survival of the Fittest)

(Bruce Henderson)
(Boston Consulting Group)

12 l

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REUTERS/Luke MacGregor

COVER STORY

London Calling
(London Heathrow
Airport)

70 98

21

13 2030
(Oxford
Economics) 2021
8.5


3.6

410

(Emerging Market)
(Direct Flight)





(Sir Howard
Davies)

(London Gatwick Airport)

2030
2050
(Michael OLeary)
(Ryanair)

2557

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testra

d.co.

uk

COVER STORY

(Thames Estuary)

40

(Lord Foster)
(Foster + Partners)

(London Britannia Airport)

(Growth Engine)

6
1

(Boris Johnson)

(Adolf Hitler)

14 l

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80 2012

KODAK FILES FOR BANKRUPTCY

Eastman Kodak Co, a 130-year-old photographic film pioneer, has filed for bankruptcy protection.
It said it had also obtained a $950 million, 18-month credit facility from Citigroup to keep it going
SHARE PRICE HISTORY WEEKLY CLOSE IN US$

80

1987
Enters
filmless
photography
market

1978
Launches
Colorburst
100 instant
camera

60

1980
Employs
128,000
worldwide

1986
Plans to cut
worldwide workforce by 10%
$38.03

40
$22.12
20

REUTERS GRAPHICS

$20.94
0

1983
Begins costcutting years

1980

1985

$34.09

1991
Launches
Professional
Digital Camera
System

Feb. 14, 1997

$92.88

1990
Announces
Photo CD
system

$42.88

Jan. 19
Files for
Chapter 11
bankruptcy
protection

2004
Announces cuts of
12,000 to 15,000
jobs worldwide

2006 Logo gets a more

contemporary look

2009 Ends
Kodachrome line

$40.62

1987 Contemporary
font streamlined within
the existing logo
1990

Revenue: $9.7 bln

Profit: $1.1 bln

1995

$25.30

2000

Revenue: $15 bln

Profit: $1.3 bln

$24.38

Jan. 18
$0.55

$6.87

2005
Revenue: $14.3 bln
Loss: $1.3 bln

2010
Revenue: $7.2 bln
Loss: $687 mln

Sources: Eastman Kodak Co., Thomson Reuters, news reports

Graphic
Story
Size
Artist

KODAK-SHARES/
KODAK15 x 9.5 cm
Wen Foo

Date
Reporter
Research
Code

19 / 01 / 12
J. Stempel
W. Foo
ECO

Kodak

Copyright Reuters 2012. All rights reserved. http://link.reuters.com/ryt68q

(Neil Armstrong)
80

Kodak Moment

20

70 (Paul
Simon) Kodachrome,
They give us those nice bright colors. They
give us the greens of summers. Makes you
think all the world's a sunny day, oh yeah!

100

1976
85 90

90

1975

2557

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force1
om/p
hotos/
ad
flickr.c

(Astalift)

(In-House
Expertise)

1936

(Digital X-Ray
Imaging and Diagnostic System) 1983

(Medical-Imaging Equipment)

Nokia




2,000

1100 2003

200

2012


2008
30

300

(User Experience)

(Operating System: OS)

8





(Symbian)


(SMS)

COVER STORY

nokia.com

12
(Charles Arthur)

12

2010

(iOS)

(Android)

5.44

3
1) Nokia Solution Networks (NSN)


90
2) HERE
(Navigation System) 3) Advanced
Technology



(Standard Essential
Patents - SEPs)

(Wireless Data)
(Security
and Encryption)

: airlinequality.com Airport Commission
publishes interim report gov.uk Boriss
plan to replace Heathrow with 65 Billion GBP Thames
Estuary Airport are as grandiose as Hitlers, say leading
architect (15 2013) dailymail.co.uk
How Fujifilm survived: Sharper focus (18
2012) economist.com Let the market
decide where to build airport runways (17 2013)
telegraph.co.uk Londons airport: Flight paths
for a cloudy future (30 2013) economist.com
Nokias cheap phone tops electronics chart
(3 2007) reuters.com Nokia N8
review: like hardware? Youll love this. Like software?
Ah (19 2010) theguardian.com
Nokia: the rise and fall of a mobile phone giant (3
2013) theguardian.com Reincarnation
at Nokia: Planning the next bounce back (23
2013) economist.com Survey: London
Heathrow congestion pushing carriers abroad (2
2012) atwonline.com Thames
Estuary Airport campaigners seize lifeline (17
2013) ft.com Thames Hub: An integrated
vision for Britain fosterandpartners.com
The end of our Kodak moment (19 2012)
telegraph.co.uk The last Kodak moment? (14
2012) economist.com The runway
that wont go away (9 2012) economist.com

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COVER STORY

TCDC, 6TH FL,

THE EMPORIUM
SHOPPING COMPLEX,
10.30 21.00
(CLOSED MONDAY)

WHAT IS
SERVICE DESIGN?
MINI EXHIBITION
18 MARCH
29 JUNE 2014
Remark: For visitor who are non-member of
the TCDC Resource Center. Please contact
the info Guru counter in front of our library
for the free tickets.

FREE ENTRY

18 29 2557
10:30 21:00 .

(TCDC)
6
10.30 18.00 . ()
:

Info Guru

18 l

Creative Thailand l 2557

 Creative Thailand

TCDC TCDC

Mini TCDC 13

Asia Books





C Book (CDC)








/

Chaho

October


Tea House Siam Celadon

ACE! The Academy

for education USA Book Re:public

94 Coffee
Little Cook Caf
Sweets Caf





Kanom
The meeting room art caf
Babushka

Things Called Art



--
&

. .



Impresso Espresso Bar

Minimal

Luvv coffee Bar
-

Gallery Seescape Yesterday The Village
The Salad Concept Hallo Bar

Casa 2511

Take a Seat

Cotto Studio ()

9w Boutique Hotel

Good Coffee
Greyhound (Shop and Caf)


Love at First Bite
Acoustic Coffee

I Love Coffee Design

Fern Forest Caf Hub 53 Bed & Breakfast
Caff DOro
Just Kao Soi

Pasaya Showroom ()

Egalite Bookshop

Nan Coffee Bean

.

()
SCG Experience
The Oddy Apartment
The Reading Room
& Hotel
/

(TK park)






Hug Station Resort

HOF Art

Numthong Gallery

all about coffee

The Rock

()

Rhythm & Book Dip Choc Caf

Booktopia
A Little Handmade Shop

:
creativethailand.org

200 (12 )
()
tcdc.or.th/creative_thailand

()

//
//
/
//

/
/
/

/
/

/
/

Creative Thailand 12

200

( 1 12 )

101-808967-0

02-664-7670
(Creative Thailand)
622 24 24 10110
creativethailand@tcdc.or.th
02-664-7667 122
Creative Thailand

1. .
2.
3. .

1. .
2.
3. ..

INSIGHT

Less
(Borders)
1,000

(Suntech Power Holdings Co.,Ltd.)

flickr.com/photos/boysworld

(Louis
and Tom Borders)

40

(Barnes & Noble) (Nook)
(E-Reader)
(Kindle) (Amazon.com)

2011

20 l

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INSIGHT

16,000 ( 541 )
90
2008 0.59
(Shi Zhengrong)
12

2008

2008

2009-2012
1,000 2,400
48,000 (
1.57 ) 2012

(Shunfeng Photovoltaic International Limited)

solartribune.com

Shen Peng/ Xinhua Press/ Corbis

More

:
5 Reasons Borders Went Out of Business (and What Will Take Its Place)
(19 2011) Josh Sanburn business.time.com
China's Suntech Power Plans U.S. Bankruptcy Filing: Suntech Defaulted on its
U.S. Debt in March, is Expected to File For Protection Under Chapter 15 (31 2014)
Katy Stech online.wsj.com/news/articles
Why Chinas renewables industry is headed for collapse (9 2013)
Patricia Adams Brady Yauch opinion.financialpost.com
The Rise and Fall of China's Sun King (18 2013) Charlie Zhu
Bill Powell reuters.com

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CREATIVE ENTREPRENEUR

:
:

22 l

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Fu Bar



Fu Bar


(
)

CREATIVE ENTREPRENEUR

53

30

(
)

Tips for Entrepreneurs

2553

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flickr.comphotos/rochephoto

CREATIVE CITY

SUNSET IN DETROIT
:

Modern Times (1936)

24 l

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CREATIVE CITY

Detroit as THE Industrial City

Bettmann/CORBIS

(Apprentice)

(Ku Klax Klan)

2
1943
(Packard Motor Car)



"I'd rather see Hitler and Hirohito
win than work next to a Nigger."

ford.ie

20
Modern Times 1903

(Ford Motor Company)


1913 Model T
93
1913
20

(General Motors) 1919

1950
1.8

2557

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CREATIVE CITY

Creativity and Politics under Racial Tension

Barry Lewis/In Pictures/Corbis

Michael Ochs Archives/Corbis

(Motown Records)
Motown Motor Town


(crossover)

(Diana Ross) (Marvin Gaye)
5 (Jackson 5)

() (The Supremes) (Berry Gordy)

(NBC Studios) 1965
() (Stevie Wonder)
(Aretha Franklin)

De-Detroitization

(Dystopian)
RoboCop

26 l

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CREATIVE CITY

flickr.com/photos/memoriesbymike

( )
Freeway 1950-1980
(suburbanization)

1950
3 Ford, Chrysler General Motors
3



2
10

1967

1970-1980
(RoboCop
1987)

70

2013

18
2
(De-Industrialization)

(Financial
Capitalism) 1970

(Eminem)



(Cultural
Goods)

20
( )
(post-industrial)

:
"Billions in Debt, Detroit Tumbles Into Insolvency" (18 2013)
Monica Davey Mary Williams Walsh nytimes.com
"From Motor City to Motor Metropolis: How the Automobile Industry Reshaped
Urban America" Thomas J. Sugrue autolife.umd.umich.edu

2557

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THE CREATIVE

.
: :

28 l Creative Thailand l
2557
2557

THE CREATIVE

5
5
Mega Trends

- (AsiaPacific Economic Cooperation: APEC)

APEC Center for Forecasting Foresight

Foresight

Forecast

Foresight
Back to the Future From Future Back
to Present ( )
20 30 50

Technology Foresight

5


4
1990

4-5

Foresight

Foresight

R&D (Research and
Development)
Foresight
Aging Society
() Emerging Disease
( )


Foresight 2000




Corporate Foresight

(Shell) Scenario
()
30
(Deutsche Bank)
Foresight
2050

2557

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THE CREATIVE

Scenario

2
RAHS

Risk Assessment ()
Horizon Scanning ()
()
Horizon Scanning Scenario
Horizon Scanning



Mega Trends ()

Center for Future
Scenario

Trend Setting
()

5
5

Mega Trends
Trendsetter

Geopolitical Trend (
)

30 l Creative Thailand l 2557

National Policy
()
UK Foresight


Social Innovation ( ) Social
Entrepreneur ()

2-3

(National Identity Foresight)

New Social
Class ( )
7

THE CREATIVE

Scenario 2-3
Scenario Horizon Scanning
Scenario

Futurist ()

Conventional Business,
Development Business Innovation


Sign Code ()

. (.
)

2020




3-5
10-20

20

10

Weak Signal () Horizon

Scanning
2-3


Sign Code
Weak Signal

Driver
() Barrier ()

Invitation ()

3

Digital Politics
Arab Spring
()





New Social Class ()
Rural Middle Class
Cyber
Attack ()

Key Driver ()
Horizon Scanning
3 5 Input (
)
2557

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THE CREATIVE

X Y

Scenario 2-3

Scenario Horizon
Scanning
Scenario

Scenario

Scenario

Scenario

Scenario

(AEC)

10
1 2 3
20-30 1



2020


2




3

5-7

32 l

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5-7

AEC



Foresight

Future of Work ()

THECREATIVE
CREATIVE
THE

1980 GDP ()
300 1,250
30 4

30 SMEs


SMEs
40
20


300

1980 GDP (
)
300
1,250 30
4

20
20
X

2025



10-20 GDP
10,000

6,000 10 15,000
Scenario

SMEs
(Post Gen M)

Creative Ingredients

2
RePEc Research Papers in Economics
(repec.org)
2 World
Future Society (wfs.org) The Millennium
Report Project (unmillenniumproject.org)

Wired Wired

2557

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CREATIVE WILL

(buycott)












(boycott)

34 l Creative Thailand l 2557

:
buycott.com
"Top 10 Global Consumer Trends for 2014" (13 2014) Euromonitor
International