German Christmas Market 2024
“The process begins by inspiring local communities”
The Goethe-Institute Thailand, in collaboration with the Thai-German Cultural Foundation (TDKS), hosted another vibrant German Christmas Market this year, offering a diverse range of booths, stalls, and a festive program that seamlessly intertwined German and Thai cultures.
At the heart of the market stood the Christmas tree, designed by WISHULADA, an artist and social enterprise renowned for transforming waste into art. In this interview, we explore the creative process and sustainability-driven approach behind the tree, as WISHULADA shares the inspiration and artistic philosophy that shaped the creation of this year’s sustainable Christmas tree at the Goethe-Institut Thailand.
Helena Lang: Can you tell us about the creative process and the concept behind the sustainable Christmas tree you created for the Goethe-Institut Thailand’s Christmas market?
WISHULADA: For the creation of the Christmas tree, I was inspired by the Humulus lupulus, a key ingredient in German beer brewing. This plant not only provides aroma and bitterness in beer but also serves as a natural preservative and has medicinal properties that relieve stress and anxiety. It symbolizes physical and mental well-being, making it a perfect metaphor for the holiday season—a time to bring joy and positivity as we close the year.
The materials used in this project are entirely made from reused items, aligning with our Sustainable Development Goals. These include promoting inclusive, environmentally responsible economic growth, ensuring sustainable consumption and production, combating climate change, and strengthening eco-conscious development. The concept is rooted in regenerative art and design, focusing on rethinking, reducing, reusing, and regenerating. The idea is to repurpose existing items for new uses during festive occasions, slow waste generation, and minimize resource consumption. The tree can be disassembled after the event for recycling or reuse.
This project incorporated recycled materials like the Goethe-Institut’s old Christmas tree structure, 1,200 milk cartons, 100 plastic water bottles, over 10,000 aluminum lids, and 200 beverage cans. No additional color spraying was used, allowing the natural colors of the materials to shine.
HL: As a social enterprise, how does WISHULADA engage local communities in the creative process and collaborate with other organizations to source or adapt materials for your work?
W: The process begins by inspiring local communities to recognize the value of used materials. We work hand in hand with them to wash, collect, sort, sell, and transform these materials into something new. Every step of the process generates economic value, from creating jobs and distributing income to offering skills training and fostering an artistic perspective that brings joy and mindfulness to people’s lives. We also focus on promoting sustainable habits, encouraging reduced consumption and recycling through practices like waste sorting, using reusable items such as water bottles and cloth bags, and adopting mindful approaches to food portions. Ultimately, our work aims to raise awareness of our consumption patterns. Each piece we create serves as a reflection of the sheer volume of waste we produce in just a few days, urging people to rethink their relationship with materials and consumption.
HL: In September, you joined a networking trip to Germany supported by the Goethe-Institut: How did that shape your understanding of sustainable production in the cultural sector, and were there any key lessons or moments that left a lasting impact on you?
W: I found the networking trip to Germany incredibly inspiring, as it allowed me to connect with and exchange knowledge and ideas about sustainability with fellow artists from around the world. These conversations broadened my horizons and gave me new perspectives on sustainable practices in the cultural sector. Every moment of the trip was impactful, but what stood out most to me was Germany's deep commitment to integrating art into everyday life. Across all regions, art is not only valued but also used as a tool to tell stories and address sustainability challenges—an approach that resonates deeply with my own work and artistic philosophy.
HL: During your time in Germany, what differences or similarities did you notice between sustainable practices there and those in Thailand?
W: I noticed that the country has a very strong and well-organized waste management system. Environmental consciousness is deeply ingrained in daily life, and it is admirable how seriously Germany approaches sustainability. The use of technology to manage and process different types of waste is a significant focus.
In Thailand, while we also have policies that prioritize the environment, the approach is different. We focus more on combining scrap materials with traditional Thai wisdom, particularly through handicrafts, arts, and design. This emphasis on reusing materials in creative ways reflects the unique cultural perspective we have on sustainability. While both countries are committed to environmental goals, each has its own distinct approach shaped by cultural and regional differences in environmental management
HL: How do you see the role of art in addressing large-scale global issues like waste management and sustainability?
W: Art plays a crucial role in addressing large-scale global issues like waste management and sustainability by serving as a powerful communication tool that helps make these complex challenges more accessible and understandable to the public. At WISHULADA, we believe that everything around us is a product of creative work, whether it’s the clothes we wear, the cars we drive, or the buildings we inhabit. This understanding means that artists and designers have a responsibility to integrate sustainability into their creative processes. By focusing on both artistic aesthetics and environmental considerations, we can design works that are eco-friendly throughout all stages—from conception to production and beyond. This approach reduces the use of new resources and maximizes the potential of recycled materials, ensuring that our creations contribute positively to sustainability.
HL: Looking ahead, what are some future projects or goals for WISHULADA, and are there any upcoming works you'd like to share with us?
W: Currently, we are part of the Bangkok Art Biennale 2024 and display a work at the Chao Fah Arts Gallery (The National Gallery of Thailand). Moreover, we are working on a new project that combines Thai handicraft techniques to transform waste materials into items of new value. This project will be a collaboration with Christian Dior and will take place at the Dior Gold House (Ploenchit) starting from December 8, 2024. We’re excited about the opportunity to continue merging creativity with sustainability and to showcase these works to a wider audience.
HL: Thank you for sharing your insights! We look forward to seeing your upcoming work!
W: Thank you! It was a pleasure to share my thoughts.