Jorakay Corporation Co., Ltd., a leader in construction innovation, repair, and comprehensive decoration, is once again creating a new phenomenon in the Thai construction industry with a surprising collaboration Jorakay x Renim Project, merging the world of construction materials with fashion and street culture. This project builds on the success of the campaign "Function to Fashion", leading to a special art project called MY TILE RUNWAY, an Art Installation on the wall that uses grout as the main element to create a highly creative art piece under the concept "Inspire Your Creation, Inspire Your Color" at the trendy streetwear store Renim Project Flagship Store in the Tongsawad area. This cross-industry project reinforces Jorakay's commitment to breaking the old perceptions of grout, igniting consumers' awareness of the potential of grout colors as decorative elements that enhance the vibrancy and uniqueness of every space. Experience this special work from today until November 15, 2025.

 

From 'Tile Adhesive' to Wall Art that Communicates Identity

This collaboration marks a transformation of the construction material brand from a "Functional Brand" to a brand that offers a Design & Lifestyle Experience, evolving construction materials into reflections of taste, creativity, and the identity of designers. It represents a new dimension in the vision of "Build Today, Beyond Tomorrow" by Jorakay, aiming to create value and open new perspectives for the construction industry, aligning with design trends where users increasingly choose materials as elements to express their identity while emphasizing the design and texture of tiles and the contrasting colors of grout to give spaces a unique character. When tiles become 'fashion', grout becomes the detail that completes the stylish look.

Mr. Chinthorn Atthasarnprasit, Brand Strategy Manager at Jorakay Corporation Co., Ltd. stated, "We believe that inspiring consumers is as important as the quality of the product. The campaign Inspire Your Creation, Inspire Your Color continues the concept of 'Function to Fashion', changing the perception of construction materials into art media, creating a cultural movement that allows the general public to see the value of construction materials from a perspective that is 'beautiful and stylish'. We chose to collaborate with Renim Project because it is a brand that values upcycling, creating sustainable clothing through the use of Remade, Reduce, and Redesign, which reflects the same sustainability philosophy as Jorakay in creating new value from existing materials. This is the origin of transforming grout into a wall art piece at the Renim Project store in the heart of Tongsawad, a Creative Hub full of unique charm.

 

Towards a New Role as a “Creative Industry Partner”

This campaign aims to communicate the Jorakay brand as more than just functional, by engaging with the important Creative Community in Tongsawad and showcasing art made from grout, reflecting Jorakay's intention to be a brand that communicates with designers while moving forward as a partner in the Thai creative industry through cross-industry collaborations in art, culture, fashion, and design continuously. As the number one leader in Tiling Innovation, Jorakay is committed to presenting new values to the Thai construction industry while creating a creative platform that allows artists, designers, and Thai brands to collaboratively create new value from construction materials. This project serves as a model for repositioning the brand as a "Creative Leader", aligning with the organization's direction to stand firm in a leadership role that inspires society through sustainable development.

 

View the art piece “MY TILE RUNWAY” from Jorakay grout at the RENIM PROJECT Flagship Store on Tongsawad Road from today until November 15, 2025 only.