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Portfolio of Seungil Lee: Interior designer and Design strategist
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Portfolio of Seungil Lee: Interior designer and Design strategist

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As a Korean designer specializing in spatial design and co-design, service design and design strategy. I completed a Master degree in Design management in 2012, at Lancaster University (UK), based on …

As a Korean designer specializing in spatial design and co-design, service design and design strategy. I completed a Master degree in Design management in 2012, at Lancaster University (UK), based on a wide variety of design practices that I have worked on for 8 years and 9 months as a senior designer, project manager, design manager and team leader for several well-known design firms from Seoul to London.

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  • 1. PortfolioSil Seungil Leelee.seungillee@gmail.com+82 10 3656 2269
  • 2. List of Design Practice Hotel & House Food & Beverage Retail & Showroom Clinic & Office AB Anytel Boutique Motel N Nolbu Restaurant LH Leechard Hair Shop WC Walhwasoo Oriental Clinic VH Valt House I Ilparco Restaurant LH Leechard Hair Shop FC Fine Oriental Clinic AR Awol Resort YR Yedang Restaurant NS Nica Showroom SB Songpa Borough Office Building Renewal WW W Hotel Woo Bar Renewal MR Montalchino Restaurant CS Center1 Showroom SO Shinhan Bnp Paribas Office Building Planning WC Walkerhill Hotel SC Seizy Cafe BC Banpo Catholic Church Chinese Restaurant Planning WK Walkerhill Hotel HS Hello Sushi Restaurant Korea Restaurant Planning WS Walkerhill Hotel S Sky lounge_Clock16 Walkingslowly Restaurant WD Walkerhil Hotel HY Duty Free Shop Planning Hana Yuki Restaurant GH Guro Hotel Lobby Proposal Y Yongsusan Restaurant BH Beaufort House Proposal CJ CJ CGV_Entertainment Bar Planning NEED21 HR Hashi Restaurant Planning Interior plan TR Tataki Restaurant Planning ykg group
  • 3. List of Academic Research Academic Research HT Hannam Musical Theatre Planning II Insa Information Centre Planning CH Collaborative Chipping Hotel Development HR Highfield Regeneration AC Service Design Development for J. Atkinson Coffee DA Accreditation Scheme Development for DBA Association LI Design strategy Development for Lancaster Visitor Information Centre ! TA Research of Temporary Architecture LA Registration Process Development for Lancaster University Accommodation
  • 4. Timeline in Design Practice & Academic research Hotel & House Food & Beverage Retail & Showroom Clinic & Office Academic Research 02 03 04 05 06 07 08 09 10 11 12 N AB WO MR FO LH HY Y WC CS BH BC LH AR HS WW WK SO HR TR Interior Design SC CJ WS GH NS I YR VH S SB WD II HT Architecture CH Co Design HR AC Service Design DA Design Management LI Design Strategy TA Sustainability LA Innovation
  • 5. World position in Design Practice & Academy Hotel & House Food & Beverage Retail & Showroom Clinic & Office Academic Research UK S.Korea BH HR TR NS WS AB VH AR WW WC WK WD GH LA HR DA SC I YR MR HS S HY CJ N LI TA CS LH LH AC BC WO FO SB SO CH II HT Y China
  • 6. Sil + ykg group Part-time Senior DesignerAugust 2010 - April 2011
  • 7. BH Beaufort House Proposal Sil + ykg groupClientBeaufort House, LondonType of WorkLuxury Serviced ApartmentResponsibilityYkg design projectSenior designerYear2010
  • 8. HR Hashi Restaurant Planning Sil + ykg groupClientHashi, LondonType of WorkF&BResponsibilityYkg design projectSenior designerYear2010
  • 9. Sil + Senior Designer & Project Manager June 2008 - November 2009 Specialties:Hospitality design & Collaboration
  • 10. Walkerhil Hotel WD Duty Free Shop Planning Sil +ClientSheraton Walkerhill Hotel, SeoulType of WorkHotelResponsibilityPARASCOPE design team projectDesign manager with 4 designersYear2009
  • 11. Walkerhil HotelWD Duty Free Shop Planning Sil +OUTDOORPARKING Mass study SHERATON WALKERHILL HOTEL CASINO B1F ALT.1_1F SGW DUTY-FREE SHOP REVITALIZATION AUGUST 14 2009 BASEMENT PARKING W HOTEL SHERATON WALKERHILL HOTEL E/V이용 동선 길어짐 W HOTEL E/V이용 동선 길어짐, 환경 낙후 OUTDOOR PARKING 혼잡함 BASEMENT PARKING 이용 용이 CASINO 근접SGW DUTY-FREE SHOP REVITALIZATION AUGUST 14 2009 ALT.2_1F SGW DUTY-FREE SHOP REVITALIZATION AUGUST 14 2009 Layout studyOUTDOORPARKING SHERATON WALKERHILL HOTEL CASINO 1F BASEMENT PARKING W HOTEL SHERATON WALKERHILL HOTEL 거리 근접, 여유로움 W HOTEL 거리 근접, 여유로움 OUTDOOR PARKING BASEMENT PARKING 여유로움 이용 용이 Wall design study CASINO E/V이용 동선 길어짐SGW DUTY-FREE SHOP REVITALIZATION AUGUST 14 2009OUTDOORPARKING SHERATON WALKERHILL HOTEL CASINO 2F BASEMENT PARKING W HOTEL Character study SHERATON WALKERHILL HOTEL E/V이용 동선 길어짐 W HOTEL 거리 근접, 여유로움 OUTDOOR PARKING 거리 멀다 BASEMENT PARKING 이용 용이 CASINO E/V이용 동선 길어짐SGW DUTY-FREE SHOP REVITALIZATION AUGUST 14 2009 Problem & Solution Design Process
  • 12. Shinhan Bnp Paribas SO Office Building Planning: space programing Sil + 2차 (변경안)ClientSHINHAN BNP PARIBAS, Seoul SPECIAL UNIT CORE 연계 ROOFTOP SEMI-INDOOR RM. 23F~ SPECIAL UNIT CORE (MEETING RM. + DINING RM. + LOUNGE) RECEPTION + LOBBY GARDEN OPEN GARDENType of Work WATER HALL HOT BAR LIBRARY ART INSTALLATION WATER SPACE DECK MEETING RM.Office Building BACK HOUSE (STORAGE) PARTY + EVENT PRIVATE CAFE RECEPTION + CONCIERGE DESK + SECURITY BAR (WAITING + SERVING) MEETING RM. STAFF OFFICEResponsibility OFFICE 4F~ STORAGE HALL + TENANT LOUNGE WORKSTATIONPARASCOPE design team project WIRED RM. LOCKER GREEN SANCTUARY Gwanghwamun RESTAURANT 3F VIRTUAL OFFICE COREDesign manager with 4 designers TAKE OUT FOOD COURT SEATING ZONE 2F RELAXATION CORE RECEPTION + CONCIERGE DESK + SECURITY STAFF OFFICE GREEN SANCTUARY DINING CAFETERIA TEA HOUSE + GOURMET TREAT + FLOWER (KITCHEN + OPEN KITCHEN + BACK HOUSE) F&B CORE B1 CASUAL MEETING AREA NURSING RM.Year VIP BIZ CORE B2 JUICE BAR SHOWER RM. + POWDER RM. + HEALING RM. GREEN SANCTUARY VIP LOUNGE (MEETING RM.)2009 MEETING LOUNGE (WAITING + MEETING + PDS) MEETING RM. RECEPTION + CONCIERGE DESK 1F WELCOMING CORE RECEPTION NEWS & INFORMATION LIBRARY AS MEDIA ART BAR (WAITING + SERVING) CAFÉ + SNACK PUBLIC HALL GREEN SANCTUARY + RETAIL WIRED RM. (S) + MANAGING OFFICE KITCHEN + BACK HOUSE STORAGE PARTY + EVENT GREEN SANCTUARY BIKE PARKING B3~B5 PARKING STATE TOWER SHINHAN BNP PARIBAS JUN 17 2009 ROOF TOP 22F~24F HYBRID CORE PRIVATE DINING SALON OFFICE TENANT CORE 23F~24F (MEETING / DINING RM. / BAR LOUNGE) BUSINESS CENTER KITCHEN MEETING RM. BACK HOUSE PRESS RM. OBSERVATION DECK SERVICED OFFICE HALL PUBLIC ALLY WIRED RM. (OA) LIBRARY MEMBERSHIP LOUNGE EVENT HALL WAITING LOUNGE AGORA MINI SPA ART INSTALLATION SHOWER RM. MEDIA CENTER NAP RM. SPORTS LOUNGE CULTURENOMICS READING RM. OFFICE SUPPORT FLAGSHIP STORE / SHOWROOM / EXHIBITION GALLERY CORPORATION HALL Namsan MAIN LOBBY RECEPTION + SECURITY LIFE ESSENTIALS CONCIERGE DESK WELLBEING CAFE STORAGE CULTURENOMICS RESTAURANT STAFF OFFICE GARDEN CAFE BAR (WAITING / SERVING) ART CAFE CAFETERIA BANK KITCHEN HAIR SALON STUDY RM. POST OFFICE SERVICE SHOWER RM. FLOWER SHOP POWDER RM. LAUNDRY FIRST AID RM. ART & CULTURE CORE 3F~21F REST AND RELAXATION GALLERY (HEALTHCARE CLUSTER) GYM FITNESS STUDIO HEALTHY KITCHEN BEAUTY WORK-OUT FASHION B1~2F PUBLIC CORE SHINHAN BNP PARIBAS JUN 17 2009
  • 13. CS Center1 Showroom Sil + +ClientGLOSTAR, SeoulType of WorkShowroomResponsibilityPARASCOPE design team projectDesign manager with 2 designersYear2009
  • 14. CS Center1 Showroom Sil + + STEP-1 (OUTDOOR) (OUTDOOR) BOOTH VIEW ( ) Exhibition WAITING AREA Zone STEP-2 ( INDOOR ) Building Sample Office CAFE BAR INFORDESK DESIGN WELCOME CAFE Interior + LOCKER SERVICE View Contents Rooms Welcome 1 2 Zone STEP-3 Yin Yang MODEL ROOM A/V WAITING AREA COUNSELING LOUNGE(PUBLIC) Lounge OUT THANKS CAFE STEP-4 COUNSELING LOUNGE( VVIP ) ESCORT SERVICE SAMPLE ROOM LOCKER SERVICE Design Text Hallway 2. PROGRAM( ) Process Info. 1 2 STEP-3 2 MODEL ROOM A/V A/V Thank-you 1 Zone MODEL ROOM COUNSELING LOUNGE(PUBLIC) Architecture Center 1 COUNSELING LOUNGE( VVIP ) SAMPLE ROOM Gallery WAITING AREA WELCOME CAFE LOCKER SERVICE ( INDOOR ) 3. PROGRAM(ZONNING) Exhibition study 2. PROGRAM( ) Layout & Sequence study Entering Greeting Experiencing Understanding Farawell Design Process
  • 15. Walkerhill Hotel WS Sky lounge_Clock16 Sil + +ClientSheraton Walkerhill Hotel, SeoulType of WorkHotelResponsibilityPARASCOPE design team projectDesign manager with 2 designersYear2008
  • 16. Walkerhill Hotel WK Korean Restaurant Planning Sil + +ClientSheraton Walkerhill Hotel, SeoulType of WorkHotelResponsibilityPARASCOPE design team projectDesign manager with a designerYear2008
  • 17. Walkerhill HotelWK Korean Restaurant Planning Sil + + + PAPER HOUSE PROCESS + WOOD HOUSE PROCESS + SOIL HOUSE PROCESSDesign Process
  • 18. Walkerhill Hotel WC Chinese Restaurant Planning Sil + +ClientSheraton Walkerhill Hotel, SeoulType of WorkHotelResponsibilityPARASCOPE design team projectDesign manager with a designerYear2008
  • 19. CJ CGV_Entertainment Bar CJ Planning Sil + + !"##$%&("($)""*+,ClientCJ CGV, SeoulType of WorkF&BResponsibilityPARASCOPE design team+ Office kokiwoong design teamDesign & Project manager with 3 designersYear2008
  • 20. WW W Hotel Woo Bar Renewal Sil +ClientW Hotel, SeoulType of WorkF&BResponsibilityPARASCOPE design teamDesign & Project manager with 2 designersand Design supervisionYear2008
  • 21. Sil + Interior plan Senior Designer & Design Manager October 2007 - May 2008 Specialties:Hospitality design & Public design
  • 22. SB Songpa Borough Office Building Renewal Sil + Interior planClientSongpa Borough Office, SeoulType of WorkOfficeResponsibilityJeon associates design team projectDesign manager with a designerYear2008
  • 23. Sil + NEED21 Senior Designer & Project ManagerNovember 2001 - August 2007 Specialties: Hospitality design
  • 24. S Walkingslowly Restaurant Sil + NEED21ClientModelline, SeoulType of WorkF&BResponsibilityNEED21 design team projectDesign manager with a designer &Design supervisionYear2007
  • 25. HY Hana Yuki Restaurant Sil + NEED21ClientHana Yuki, JinjuType of WorkF&BResponsibilityNEED21 design team projectDesign manager with 2 designersYear2007
  • 26. HS Hello Sushi Restaurant Sil + NEED21ClientHello Sushi, BusanType of WorkF&BResponsibilityNEED21 design team projectDesign manager with a designer &ConstructionYear2006
  • 27. AR Awol Resort Sil + NEED21ClientParadise Tour, JejuType of WorkResort hotelResponsibilityNEED21 design team projectDesign manager with 2 designersYear2006
  • 28. FO Fine Oriental Clinic Sil + NEED21ClientFine Oriental Clinic, SeoulType of WorkClinicResponsibilityNEED21 design team projectDesign manager with 2 designersYear2006
  • 29. LH Leechard Hair Shop Sil + NEED21ClientLeechard Hair, CheonanType of WorkRetailResponsibilityNEED21 design team projectDesign manager with 2 designersYear2006
  • 30. SC Seizy Cafe Sil + NEED21ClientSeizy, SeoulType of WorkF&BResponsibilityNEED21 design team projectDesigner with construction supervisionYear2005
  • 31. VH Valt House Sil + NEED21ClientThe museum, SeoulType of WorkHouseResponsibilityNEED21 design team projectDesigner with 2 designersYear2005
  • 32. WC Walhwasoo Oriental Clinic Sil + NEED21ClientWalhwasoo Oriental Clinic, SeoulType of WorkClinicResponsibilityNEED21 design team projectDesigner with construction supervisionYear2004
  • 33. Y Yedang Restaurant Sil + NEED21ClientYedang, SeoulType of WorkF&BResponsibilityNEED21 design team projectDesigner with constructionYear2004
  • 34. I Ilparco Restaurant Sil + NEED21ClientIlparco, SeoulType of WorkF&BResponsibilityNEED21 design team projectDesigner with constructionYear2003
  • 35. ! Sil + Design researcher inMA Design managementOctober 2011 - December 2012
  • 36. ! CH Collaborative Chipping Hotel Development Sil + +Client53N, PrestonType of WorkHotelResponsibilityDesign researcher in thesis projectYear2012
  • 37. !CH Collaborative Chipping Hotel Development Sil + + l era ne sev sto and ith es aw rch are chu a tion oo ls, serv sch con ps, of a sho tre as can cen gh ns the pin e in hip ctiv y is in ). C JB err ge e II attra ev illa (Gra d vera l of H Th M ill .S e sure ght fés clo w ri ca g the Ark nd ncin ts a u ran nno tau le a res rtic er a pap ws 3 Ne ure Fig Furniture factory V V Workshop with local residents Chipping Village Plan 2011 K n g, U Ch ippi T Figure 14 Four Future Scenarios for Zone 3 Enjoy Development Accommodation Natural Camp Eco-HouseGenerating Ideas together Tourism Natural Balance Manmade Natural Ground Outdoor Living Room Conservation Enjoy Nature According to Visser et al. (2009: 244), one of the important positive side effects of working with future scenarios is that participants feel free to put aside their current Doing research ! vested interests and leave disagreements out of the discussion. 6.2 Results: Features and Benefits of Collaborative Hotel With Imagination Lancaster A development company Development The result of the hotel design development project is a hotel within the Hotel Community Business Partnership Programme (HCBP) (see Figure 15), a programme designed to shift the paradigm of hotel design and encourage participation by local residents of all ages and all proactive clubs. HCBP is important in encouraging Design Story Design Process employment and local businesses, as these are the major challenges facing Page 50 of 98
  • 38. 15. Service Environment_Coffee Blend Co-Creation ! 2 INNOVATION LAB. AC Service Design Development for J. Atkinson Coffee Sil + + J. Atkinson & coClientJ. Atkinson & co, LancasterType of WorkRetail INNOVATION LAB.ResponsibilityDesign researcher in MA group project WORKSHOP & TASTING ROOMYear2012 CAFE PACKAGING Retailer To provide own products To create bespoke coffee To learn the way to make coffee DELIVERY Home user To enjoy coffee J. Atkinson & co + Coffee City
  • 39. !AC Service Design Development for J. Atkinson Coffee Sil + + J. Atkinson & co “Almost 200 years history in coffee production” Design Process Design Story
  • 40. ! LI Design strategy Development for Lancaster Visitor Information Centre Sil + +ClientLancaster Visitor Information Centre Loyal story! 19Type of Work Communication!Retail Witch story!ResponsibilityDesign researcher in MA course projectYear2012 ! Environment! Battle story! Product!
  • 41. ! LI Design strategy Development for Lancaster Visitor Information Centre Sil + + Strengths Weaknesses Foreign traveller Ticketing for cultural event Budget Cut No vision for V.I.C Passive attitude Special Promotion: Seasonal Event No Standard for merchandise Lack of Tourist attraction Local Knowledge No Feedback From Customer (Visitor & Citizen) Special Product With Local Artists Inconsistent artisan collections by Local craftsmen Located In The Storey Centre No Design strategy Too many products without distinction Friendly People No welcoming Environment Avoiding competition with Local Age (Interior) Business 48 8 Staff! Occupation Professor Staff! Promoting New Product From event in the Storey Local Businesses Personality Visitor! Visitor! Rational, reasonable Attracting visitor through historical resources Budget Cut Staff! Location Enforcing the relationship with local business Italy Social life He lives with his wife and 1-dog in a Strong city vision house in Rome. He likes spending time with his family. When he has some free times he visits Lancaster with wife for meeting his sun. Work life He is a professor of architecture. Figure 11 What can design do for V.I.C? Persona for Opportunities ThreatsAPPENDIX 5: Actual scenario target attitude Figure 7 SWOT analysis Lack of directive Reason Problem Result Still lack of information 12 directive information Young generation! Old generation! Foreign visitor! 6 Lack of motivation to enter into the centre Too wide a range of Through more in-depth exploring, the problem of no feedback and Weak Vision for V.I.C merchandise If you were! owner, Lack of Tourism Resource what ! ! would you do! ! lack of CRM surfaced; this is a crucial issue in interaction with Display methods too for!V.I.C! ?! No strategy with simple end users (visitor and resident). A case study of Blackpool VIC Lack of Feedback weak brand identity Finding provides a clue to where we are and where we want to go via Lack of distinction in more Lack of reputation No user centric design products Historical design intervention. The issue brings insight for both visitors and on Product Value and Inconsistent ranges making it staff into motivating people to visit and stay. The researcher valuable No packaging for souvenir believes that design also enhances the information offered and Too high desk for Too much information & Proud communication Reinvented On the map Distinctive Boasting No interesting visitorʼs book ownership via the active attitude of staff that is one of existing Too complicated resources of VIC. Through evolving brand identity with design, the ambiance, color and visitors will stay longer and take away happy memories. The VIC contemporary, quality & eclecticism 11 historical & enjoyable visitor expected of a leisure and has an opportunity to make user experience a top priority and attractive city tourism destination historic university city Together ! Telling Lancaster achieve worthwhile goals. A combination of valuable story and Aesthetic Desirable Recycling & Friendly Major centre Friend! visitor! visitor! Friend! Family! visitor! Staff as actor! Family! Qualities Re-use for user-centric approach results in a unique design strategy “Telling learning education Lancaster together with friends, family and visitors” (Figure 8). It APPENDIX 3: Question Cards with general pubric new & means continual branding development through collaboration with place to live contemporary & work design The reason why I go to Lancaster brand image “Heritage travelers stay longer and spend more money” existing resources of people and history, to create stories unique to Mccormick (2007)! visitor information centre on the trip is ... might be..... Lancaster – the witches, Royal family and War of the Roses. People want to hear live stories based on authentic historical Spending time New vision Matching City vision to wait train Lancaster MAP Local shop Duke time University attraction backgrounds (Speno, 2010:20), and it will have a positive effect Lake District Witch Ticket Hotel on physical things, such as tourist merchandise and atmosphere. Souvenir Lancaster Castle Williamson travel Park information Historic city However, the strategy still remains of communicating with end “Telling Lancaster together with friends, family and visitors” users, creating a prototype for designers to get feedback, reduce SIL: Seungil Lee SIL: Seungil Lee risk and make ideas visible (Carlopio, 2009: 137). Figure 8 Visioning process through exploring Design Process Design Story
  • 42. Thanks

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