We are partnering with Adorno to launch their Seoul Campaign, an initiative focused on bringing Korean design to the international stage and breaking down traditional boundaries. In a world where Korean media has achieved unprecedented global reach, the design scene has remained surprisingly local. This campaign aims to change that, showcasing how Korean designers are challenging expectations, redefining materials, and crafting narratives that are unmistakably their own.

The collection’s curation comes from Sandy Park, whose deep understanding of both Korean cultural heritage and contemporary design positions her uniquely to tell this story. Her approach moves beyond simple aesthetics to explore how Korean designers navigate the delicate balance between honoring tradition and embracing innovation. Through careful selection and thoughtful presentation, Sandy Park has assembled a collection that demonstrates how Korean design can serve as both keeper of cultural heritage and catalyst for creative evolution. Her curation emphasizes that this isn’t just another trend to analyze and consume – it’s the emergence of a new creative force that proves cultural authenticity and global relevance need not be mutually exclusive.

The launch features twelve distinctive designers who represent not just the current state of Korean design, but its future trajectory. Each brings their own interpretation of what it means to be a Korean designer in today’s global context. WKND Lab revitalizes traditional knotting techniques through contemporary forms, while Bureau Parso explores the dialogue between natural wood textures and industrial aluminum. Saerom Yoon transforms acrylic into contemplative pieces that speak to ancient practices of meditation, as Oneseo Choi turns industrial materials into poetry through precise geometric patterns.

The collection spans generations and approaches: Atelier Sohn’s innovative work with recycled materials sits alongside Dongwook Choi’s sculptural interpretations of natural phenomena. Greem Jeong’s Mono Series creates three-dimensional drawings in space while HEAKO Studio merges geometric precision with functional elegance. Lee Hyokk challenges our perception of space and rest, Rahee Yoon explores material transformations, Studio Practice combines noble and base materials with masterful precision, and Woohyun Han creates pieces that celebrate subtle beauty through meticulous craftsmanship.

Below, we speak with Sandy Park about her vision for the collection and her insights into the Korean design scene. Through our conversation, she illuminates the complex forces shaping this emerging creative powerhouse and offers her perspective on where Korean design is headed next.

What drew you to these specific designers, and what story did you want to tell about Korean design through this curation?

I loved that each of these designers have a distinct style. Whether they are honing in on the material that they have chosen to work in or are continuing to develop their process by creating more depth. There is a sense of respect and limitlessness in the designs. There is a dynamic and diverse cross-section of contemporary design spanning across various disciplines. Despite the variety of work, there are overarching themes and qualities that run through this collective body of creatives. Tradition and innovation, simplicity and experimentation, all with a strong focus on Human-Centric values. There is a strong deeply rooted cultural heritage that is constantly evolving- forward looking and responsive to global shifts. The work feels both timeless and contemporary- the story is one of adaptation and expression, navigating the delicate balance between honoring the past and shaping the future.

From your perspective as a curator, what unique aspects of Seoul’s design culture or community stood out during this process?

When looking at these artists, I loved seeing the diverse backgrounds that each had. From product design and graphic design to architecture and fine art- there is a converging of interdisciplinary approaches that reflects Seoul’s progressive design culture. While all artists are vastly different in not only process, but material and make, there is a cohesive responsibility and ownership they each carry in their work while contributing to the ongoing evolution of Korea’s creative pursuit.

There is a constant shift and transformative nature in the design community that each artist uses as part of their process. Korea is a country where innovation does not cease, and the design community is not only looking to the future but inspired by the past and their community. Boundaries can be pushed together and the use of technology can be incorporated with traditional craftsmanship.

Many pieces in the collection show interesting contrasts – traditional craftsmanship with modern materials, functionality with artistic expression. How do these dualities reflect the current Korean design landscape?

I believe that these dualities are not merely stylistic choices but embed in the way contemporary Korean design interacts with its cultural history, technological advances, and global shifts. The design community in Korea is characterized by a fluid exchange between past and present, where old traditions are reinterpreted through modern lenses.

Traditional Korean craftsmanship with modern materials are perfect ways that reflect Korea’s ongoing effort for honoring its heritage while embracing the future. Functionality with artistic expression is a reflection of Korea’s cultural sensibility, where practicality is deeply intertwined with aesthetic and emotional resonance.

For example in the works of Onseo Choi or Rahee Yoon- they may integrate laser cutting or 3D Printing to create precise and intricate forms, yet these works maintain a sense of handcrafted beauty and human touch. The aesthetic is organic and a sense of emotional warmth is executed although manufactured in make. Studio Practice, or Greem Jeong on the other hand use materials like wood, stone or metal and sculpt in ways that create geometric, minimalistic forms- designs that are modern and sleek, yet still rooted in tradition.