Seoul Design
International Forum
서울디자인국제포럼

[Abstract] Design with 10%

<Bridging the Gap of Experience> The gap of experience refers to the disparity that arises in the process of using products and services when designers and users come from different backgrounds and life experiences. Can a designer ever fully understand the user? If it were a product made solely for oneself, perhaps it would be possible. However, in designs intended for others—especially for the majority—it is almost impossible for a designer to completely understand all users. The smaller the experience gap, the higher the level of user satisfaction. This is because the better a designer understands the user’s circumstances and context, the more accurately they can create what the user truly needs. Conversely, when the gap is large, it is difficult to satisfy users. Therefore, the designer’s goal must be to reduce the gap of experience.

[Abstract] Design by Community: Advocating for Community Power in New York City Government

Deana Yu is the Assistant Director of New York City’s Service Design Studio: the United States’ first municipal team dedicated to improving services for low-income residents. As a team within the Mayor’s Office of Economic Opportunity, Yu will reflect on the Studio’s unique role in advocating for service design in city government. Yu will introduce participatory design as a foundational tool for civic innovation. From co-creating public services with marginalized communities to reimagining government communications, she shows how design can build more equitable and responsive city systems.

[Abstract] Design Connecting People, Cities, and the Future: Focusing on Seoul’s Design Policies

The Seoul Metropolitan Government has implemented “people-centered design” that citizens can tangibly experience in their daily lives, and “creative design” that enhances the city’s attractiveness and global competitiveness. Looking ahead, it aims to advance toward “future-oriented design,” opening new pathways to address the pressing global challenges of climate change, digital transformation, and shifting lifestyles.

[Abstract] L’Oréal: Collaborative Design for Sustainability

1. Introduction to the L’Oréal Group and its global sustainability program, “L’Oréal for the Future.” 2. Case studies of sustainability design shaped by citizen participation A. L’Oréal has implemented an empty-bottle recycling program that collects used cosmetic containers from consumers and transforms them into various upcycled creations. Examples include: (1) Kiehl’s “Circular Resource Concept Store,” (2) the “Scented Tree” upcycling art installation at Seoul Beauty Week, (3) upcycled benches at Shinsegae Gangnam Department Store, and (4) a collaborative project with Korea Railroad Corporation to install upcycled benches in the waiting hall of Seoul Station’s second floor.

[Abstract] Designing Cities for People & Planet: From Vision to Impact

• Brief introduction of our mission at Gehl (Making Cities for People), incl. working for cities and communities to be equitable, healthy and sustainable places for all. • Argue why urban design must shift from infrastructure-led models to human-centered approaches and call for holistic approaches that not only aim at good design of public spaces but also contribute to greater societal goals. • Today a stronger focus on “all life”/our planet the past couple of years to enable climate action and impact, though our approach to planning and design and “old” principles remains the same and are just as relevant today. • Across the world, we’re in a time of poly-crisis (climate change, energy transition, urban security) and since 70% of the world’s population will be living in cities by 2050, we need a new urban approach. • Helle will argue about the need for climate-aligned urbanism and that we at Gehl dare to believe that averting the worst of climate change can bring out the best in cities. • Illustrate how this will impact and change the way residents move, consume and live – with more time in active mobility together, more sharing of resources and more shared spaces.

SDIF, : Illuminating the Future of Global Cities through the Philosophy of the “Soft City”

- Seoul Design International Forum to be held on Friday, September 19, under the theme “Designing a Better Global Life” - Mayor Oh Se-hoon to hold a special discussion on “Soft City” with Helle Søholt, CEO&Founding Partner of GEHL, and Uwe Cremering, CEO of iF International Forum Design GmbH - Experts present strategies for urban identity and sustainability, reaffirming Seoul’s global potential as a design city - Citizens participate in the “Design Manifesto,” shaping the forum as a public arena for Seoul’s design future

SDIF 2025 Highlight Video

We are pleased to share the highlight video of the 2025 Seoul Design International Forum (SDIF 2025), held on September 19, 2025 (Fri) at the Multipurpose Hall of Seoul City Hall. Under the theme “Attractive City of Seoul: Designing a Better Global Life,” global design experts gathered to share insights and discuss Seoul’s design vision and future. Relive the inspiring moments through this video.

SDIF 2025 Theme Video Full Version

Seoul Design International Forum 2025 – Full version of the theme video. Seoul Design International Forum is a global platform to share the power of design that transforms cities and lives. Your interest and participation are the driving force that leads Seoul to become an even more attractive global design city. In the upcoming SDIF 2026, we will continue the in-depth discussions on sustainability, creative collaboration, and the quality of life.

SDIF 2025 Theme Video Short Version

Seoul Design International Forum 2025 – Short version of the theme video. Seoul Design International Forum is a global platform to share the power of design that transforms cities and lives. Your interest and participation are the driving force that leads Seoul to become an even more attractive global design city. In the upcoming SDIF 2026, we will continue the in-depth discussions on sustainability, creative collaboration, and the quality of life.

Visiting “Maeum Maru,” a Healing Space for Single-Person Households

Hello! We are the 2025 Seoul Design International Forum Supporters. This time, I’d like to share my visit to a public design facility in Seoul and introduce it to you. Today, in relation to Seoul’s design policy, I’ll be introducing the Dongdaemun-gu Family Center. The City of Seoul has been making various efforts through public design to improve citizens’ quality of life and strengthen the identity of local communities. In particular, the Dongdaemun-gu Family Center is an important facility operated as part of such policies.

Seoul to Promote Nationwide Collaboration with Metropolitan Governments through Design

- Seoul to provide its design development expertise and outputs to metropolitan governments across Korea - Support initiatives include matching design advisory groups, participation in development processes, provision of iF Design Award-winning "Fun Design Chairs," and joint project development - Applications open until Friday, May 16th, 2025 - Initiative aims to promote a governance model for the social co-utilization of Seoul’s design assets

Panel Discussion

Panel: Thomas Heatherwick(Founder of Heatherwick Studio), Shigeru Ban(CEO of Shigeru Ban Architectural Design Office), Meejin Yoon(Dean of Architecture and Art Design Cornell University, Partner of Howeler + Yoon Architecture), Choi In-gyu(Director-General, Design Policy Bureau, Seoul Metropolitan Government), Choi So-hyun(Head of NAVER Design & Marketing), Song In-hyuk(CEO of Unique Good Company), Lee Dal-woo(CEO of Studio Maeum) Moderator : Yoon Hye-gyung(Research Professor, Yonsei University)

Going Public

`The title of my presentation today is Going Public. This is an expression that is used in the financial industry. It is mentioned when a private company goes public after having attracted funding from the outside. The responsibility of the company grows when it gets listed. Against this backdrop, I would like to apply this to the city and humanizing city. Change in the mindset about the city I think of the change in the mindset about the city as ‘defining’. Going public is also related to creating a city for public interest. We learned a lot about social distancing during the pandemic period. We have returned to our normal lives and we are in the process of adapting to the social interactions once again. We are also actively interacting with the city again. Such interactions are always monitored, modeled and are being relayed. Technology is advancing at an unprecedented pace. In addition to the socio-economic challenges that are deeply rooted, climate change that could not be seen in the past is having a massive impact on the city. In particular, climate disaster is observed more frequently. Examples being record level heat waves and the rise in sea level and so forth.

Design 2.0 Design Policy and Future Strategies

I am honored to be speaking with Thomas Heatherwick and Shigeru Ban and I think the interesting designs of Lee Dal-woo was a good stimulus. I will. I will now think again about the actions to be taken by a big city like Seoul Metropolitan Government. My presentation will be about the fun city with vitality, Seoul. I will be presenting in the order of 5 Vision Principles that were carried out.

From Ideas to Implementation, Transforming Limits into Opportunities in Design

There is a slogan pursued by the design studio, Maum Studio. The slogan is Love, Play and Heart. We emphasize this slogan because Maum Studio believes that ‘ideas are equivalent to stories’. Today, I would like to take the time for us to all resonate about how story-based anecdotes implemented in Maum Studio started small and grew to become bigger. Against this backdrop, I would like to introduce the projects of Maum Studio centering on various keywords.

Role of Design: Assist Co-existence of People / Environment / Technology

I am Choi So-hyun, and I am in charge of design and marketing, and space and architecture at Naver. After hearing the presentation of the two previous speakers, Thomas Heatherwick and Shigeru Ban, I could also feel the excitement and tremor as a designer. I would like to talk about the theme of ‘Design that aids in coexistence of people, environment and technology’. I am confident that instead of being fearful of technology we can use technology to resolve the issues that we are facing and design can also play a critical role in a rapidly changing society. I hope you will think about what sort of work you do and the perspective you have as you sit here. You are here as urban planners but you are also probably here as residents of the city. Why don’t we think about how you want to live? I think you may find different answers depending on the individual contexts. Let me continue my talk with these questions in mind. Now, I will introduce you to various spaces of Naver. I hope that these various spaces of Naver will be a clue or a solution when you are looking for your own answers in your respective places.

The Social Role of Architects

I started building residence and residential spaces related to disasters, because I started thinking that, maybe in the past, I was designing for the privileged class. Because there are cases where people with wealth and authority will construct buildings and structures to visualize and show off their wealth and authority that is not tangible to the human eyes. That made me think that I should be constructing structures for the public and that is why I started building architectures in disaster sites. Of course, it is not bad to build architectures for the former. But we do need to think further about this. There are cases where developers and construction companies are pleased about new projects that may emerge when there is a disaster. However, the victims would of the disaster would be suffering a lot. That is why I thought that social role of an architect would like in supporting refugees of disasters.

Humanising our Cities

We are passionate about the environment and the buildings that surround us. I believe we are living in a very interesting era in the history. We actually have choices (rather than not having them). We can achieve very interesting transitions, if we were to make choices. However, such transformation cannot be achieved with the developers or the architects alone. We can only accomplish such changes when we all talk about buildings and the structures together.