Prempracha (short name of the company) produces handmade ceramics in different types of objects—vases, tableware, home accessories, gifts, stools, tables, etc. The company is based in Chiang Mai, in the north of Thailand. I met Prempracha during the Maison&Objet fair in Paris in 2011 (Fig. 3.1). It was the first show of the company at a European international trade fair. In the conversation I had with the owner, she told me that she tried to bring Prempracha to the European market, wanting to see if there could be a possibility to enlarge the customer group and develop a new expertise for the company. She also mentioned that the company has actually worked for many years with some European brands and shops such as Habitat and The Conran Shop, but a serious strategy or development of work for this market has never been concentrated on or put in place. The European context is still something with which the company is not familiar. As I am a designer who studied and has worked in Paris for a period of time, she asked me if I could help her develop products for this market. Moreover, she requested that the products should have the identity of being Lanna.