This exhibition is part of the Advanced Architectural Design and Development studio by graduate students of the Master of Architecture in Architectural Design (International Program), Department of Architecture, Faculty of Architecture, Chulalongkorn University, collaborated with Bangkok Design Week. The design brief began with the Bangkok Metropolitan Administration (BMA)’s projects in 2024—such as the redesign of the city’s identity system and the launch of a new landmark billboard in the city center—which are part of a broader effort to “rebrand” the city.
City branding is the process through which residents rediscover the value and identity of their city, and design appropriate ways to present these identities to outsiders. It aims to attract visitors to explore and engage with different parts of the city, creating positive impacts on the economy, society, and urban conservation. More importantly, it strengthens citizens’ pride in their city. Identity, therefore, is a key component of city branding.
