서울디자인국제포럼

SEOUL DESIGN INTERNATIONAL FORUM 2022
DESIGN X SEOUL : HOW DOES DESIGN ENRICH OUR FUTURE?

Based on the vision to “Create Value through Design,” the Seoul Metropolitan Government implements its various design policies ranging from the macro plans for landscape to the micro plans for service improvement.

To ensure that citizens can fully savor the attractiveness of natural environment and spaces across the city and enjoy thoughtful care and respect, the role of design in the future society will be even greater.

This forum held with the theme, “DESIGN x Seoul : How does design enrich our future?,” will learn how design serves as an engine for enhancing values of cities through various examples of cities. Also, it will review how citizens in those cities enjoy these value. Moreover, it will provide you with insights on how design can be combined with municipal policies, such as welfare, culture and transportation policies, strategically facilitate cooperation within an organization, and upgrade the level of service across the policies.

We wish that this forum can be a special experience for you to expand your view about the role of design, which is a key strategy for the future society.

We look forward to your great interest and participation.

Time

Program

13:00 - 13:10

Welcome Address Oh Se-hoon
(Mayor of Seoul Metropolitan Government) Opening Address Choi InKyu
(Director-General, Design Policy Bureau)
13:10 - 13:40

Keynote session: Vision & Strategy JewelChangi Airport – Designing the quintessential traveller’s experience -Jeremy Yeo
(Former Vice President & Head, User Experience of Jewel Changi Airport)
- JewelChangi Airport–designingthe quintessential traveller’s experience
- Jeremy Yeo (Former Vice President & Head, User Experience of Jewel Changi Airport)
- INFORMATION
  Jeremy Yeo has over 20 years of experience in both public and private sectors, where he had leadership roles spanning across asset management, project development, operations and corporate strategy. He has deep experience and interests in customer experience strategy, customer journey design and consumer insights analysis. As Vice President & Head of User Experience, he has driven the conceptualization, development and operations of Jewel Changi Airport. Likewise for Shangri-La Group in China, where he enhanced its customer experience capabilities for Beijing’s Winter Olympics 2022 project, as well as China World Trade Center’s digital and marketing initiatives. Jeremy is passionate about driving change and transformation work. He has led the corporatization of public sector organizations, transitioning these organizations into commercial-focused entities with stronger performance-driven mindset. He joined PSA during its early formative years as a commercial entity; similarly, during the corporatization of Changi Airport Group, Jeremy was instrumental in driving a focused culture of linking operational and commercial performance whilst enhancing its reputation of service excellence.
13:40 - 14:15

Session1: Practical Plans Creating shared value through the responsible design of dynamic systems - Peter Hyer
(Executive director of IDEO)
- Creating shared value through the responsible design of dynamic systems
- Peter Hyer (Executive director of IDEO)
- INFORMATION
  As an Executive Director at IDEO, Peter focuses on transformation strategy for platform businesses by growing capabilities, cultivating change, developing product strategy, and pushing the edges of media and technology. He works with start-ups and industry incumbents alike to build teams, develop brands, launch products, and grow businesses. With an ecosystem approach to designing human-centered products and services, he helps grow creative leadership and empower change in organizations.
  
  Highlights include :
  · Cultivated key relationships and business partnerships with C-suite partners to grow a multi-million-dollar, industry-facing consulting portfolio in media and technology with clients such as Google, Sony, Microsoft, and NBCUniversal
  · In addition to leading key relationships in IDEO’s consulting business, he leads IDEO’s second largest studio location focused on prototyping Future Ways of Working.
  · Lead a venture-based accelerator as part of a transformational change program for a 85,000 person, 35+ company conglomerate in South America. Helping scale culture and systems for a purpose-driven innovation lab as it doubled in size.
  · Designed human-centered products, strategy and experiences that have become category leaders including work featured in the permanent collection at the Smithsonian Cooper Hewitt Design Museum
  
  Peter brings to IDEO expertise from previous careers in architectural design and luxury hospitality operation. He holds a Master of Architecture degree from California College of the Arts, where he teaches architecture and media design. Peter has also taught classes in interaction design, architecture, film, and creative leadership and guest lectured at University of California at Berkeley, the d.school at Stanford, and The School of the Art Institute of Chicago.
14:15 - 14:50

Session1: Practical Plans Using architecture to design shared ecosystems - Jeff Risom
(Partner, Chief Innovation Officer of Gehl)
- Using architecture to design shared ecosystems
- Jeff Risom (Partner, Chief Innovation Officer of Gehl)
- INFORMATION
  Jeff is a partner and the Chief Innovation Officer at Gehl. In his daily work, Jeff leads Gehl’s innovation team in finding new ways to work with data and develop innovative solutions to make better cities for people. He applies people-first design principles to building healthy neighborhoods, connecting cities with data stories, and influencing short-term investment for long-term visions. His latest projects include working with the city of London exploring how redesigning ‘foodscapes’ change eating habits and reduce incidence of Childhood Obesity and in Copenhagen to reduce people’s exposure to poor air quality through the Thrive Zone strategy. Jeff works globally with public and private clients and is always inclined to work in projects that aim for sustainability, inclusiveness, and equality for all.
14:50 - 15:25

Session1: Practical Plans Life design for well leaving through well living - Rhee Nami
(CEO/Creative Director, Studio BAF)
- Life design for well leaving through well living
- Rhee Nami (CEO/Creative Director, Studio BAF)
- INFORMATION
  1. Area
  Communication design/public culture and art planning
  
  2. Organization
  - CEO/Creative Director of Studio BAF, since 1995 to present
  - Professor of Visual Communication Design at Graduate School of Industrial Arts of Hongik University, since 2006 to present
  
  3. Main Experiences
  - Creative Director of Art on the Move, Seoul Metro, 2018-2020
  - Creative Director of the Seoul Design Week, Seoul Design Foundation, 2016-2017
  - Artistic Director of Public Design Expo, Ministry of Culture, Sports, and Tourism, 2010
  - Planning Curator of Gwangju Design Biennale, Gwangju Biennale Foundation 2009
  
  4. Project
  - Feasibility and mid-to-long term implementation direction study/Project Manager of Seoul Design Biennale, Seoul Design Foundation, 2021
  - Research on improvement of ‘small but meaningful wedding’ of Seoul Citizens Hall/ Lead Researcher, Seoul Foundation on Arts and Culture, 2020
  - Research on facilitation of DDP for touch points with citizens/Project Manager, 2019
  - Installation and pilot operation of Wonder-present, an urban gallery project/artist, Seoul Foundation on Arts and Culture, 2014
  - Academic research to develop a master plan for Hang River Complex Exhibition Hall of Ttukseom Caterpillar(jabeolre)/Project Manager, Seoul Metropolitan Government, 2014
  - Planning and operational manual development for ‘small but meaning wedding’ of Seoul Citizens Hall/Project Manager, Seoul Citizens Hall, 2013
  - Master plan development for Seoul Citizens Hall/Planning Director, Seoul Metropolitan Government, 2012
  - Research on content and improvement review for Dongdaemun Design Plaza(DDP)/content planning, Seoul Design Foundation, 2012
15:25 - 16:00

Session2: Lessons from Cities (Seoul, Japan, The Netherlands) 'Design x Seoul', The Role of Design in the Public Administration of Seoul City - Kim Gyu Ri
(Director, Design Policy Division, Seoul Metropolitan Government)
- 'Design x Seoul', The Role of Design in the Public Administration of Seoul City
- Kim Gyu Ri (Director, Design Policy Division, Seoul Metropolitan Government)
- INFORMATION
  Kim Gyu Ri, Director of Design Policy Division of Seoul Metropolitan Government, is in charge of the urban policies for design and is committed to improving the quality of life of citizens by building a city with emotional designs in daily lives of the citizens.
  
  To this end, she has actively applied design strategies to public administration by making preemptive actions to social issues affecting daily lives of citizens, creating an environment of inclusive designs that considers the diverse needs of citizens and creating public spaces with opportunities for attractive experiences.
16:00 - 16:35

Session2: Lessons from Cities (Seoul, Japan, The Netherlands) Public design to enrich people's lives - Kato Kanji
(Vice president of GK Sekkei Incorporated)
- Public design to enrich people's lives
- Kato Kanji (vice president of GK Sekkei Incorporated)
- INFORMATION
  1. Field
  - Inclusive Design/Industrial Design/Street Furniture
  
  2. Main experiences
  - Project Associate Professor of User Science Institute, Kyushu University(2005~2009)
  - Guest Researcher of Inclusive Design Laboratory, Research Center for Advanced Science and technology, The University of Tokyo(2022~)
  - Public Service Design Adviser of Taiwan Design Research Institute (2022~)
  - SignDesignDirectorofEXPO2025 Osaka, Kansai, Japan(2022~)
  
  3. Projects
  - Designed more than50different public products for the companies and governments.
  - Design of signage, street furniture, and service facilities for EXOPO 2005(2002-2005)/Japan Association for the 2005 World Exposition Totally designed based on the concept of 3R of public furniture in the expo site.
  - Research on lighting design for people with low vision in public transportation passenger facilities/The Foundation for Promoting Personal Mobility and Ecological Transportation(2011-2013) Identified issues related to the brightness of stations for people with low vision and proposed considerations for smooth transportation.
  - 30awards including Good Design Award.
16:35 - 17:10

Session2: Lessons from Cities (Seoul, Japan, The Netherlands) Architect as social innovator - Lee Kyo Suk
(Associate Director of MVRDV)
- Architect as social innovator
- Lee Kyo Suk (Associate Director of MVRDV)
- INFORMATION
  1. Field
  - High-Density Urban Masterplan/Waterfront Landscape/Mixed-Use Building Design
  
  2. Main experiences
  - Associate Director, MVRDV(2008~)
  - Founder, Place Makers (2016~)-Project Advisor, Seoul Housing & Communities Corporation(2016~2017)
  - Advisor, Saemangeum Development Corp (2019~)
  
  3. Projects
  - Innovative Public Building Design (Tianjin Binhai Public Library, Markethall Rotterdam)
  - Sustainable Public Space in Korea(Seoullo7017, The Weave in Seoul, I Love Street in Gwangju)
  - Research on Urban Regeneration Strategy(Grand Paris Masterplan in France, Vertical Village in Taipei, Next Hutong in Beijing)
17:10 - 18:00

Panel Discussion Moderator : Kim Hyun Suk
Panel: Baik Joonsang (Professor, Yonsei University), Yoon Hyegyoung (Research Professor, Yonsei University), Lee Hyunsung (Professorr, Hongik University), Kim Gyu Ri (Director, Design Policy Division, Seoul Metropolitan Government), Rhee Nami (CEO/Creative Director, Studio BAF)
- Panel Discussion
- Moderator : Kim Hyun Suk
  Panel : Baik Joonsang (Professor, Yonsei University), Yoon Hyegyoung (Research Professor, Yonsei University), Lee Hyunsung (Professorr, Hongik University), Kim Gyu Ri (Director, Design Policy Division, Seoul Metropolitan Government), Rhee Nami (CEO/Creative Director, Studio BAF)
- INFORMATION
  content

SEOUL DESIGN INTERNATIONAL FORUM 2021
RE-CONNECT: DESIGN AS A VALUE CREATOR

The Seoul Metropolitan Government has been striving to improve the quality of life for citizens and increase the value of the city through design. As part of these efforts, the Seoul Metropolitan Government has shaped its development direction through international forums and seminars, where leading experts have shared innovative design cases that reflect contemporary approaches such as social problem-solving design and universal design. Based on the results of these discussions, the Seoul Metro Government has made efforts to integrate design into municipal administration, ranging from various micro-strategies to macro-plans such as institutional reform and infrastructure expansion. The theme of this year’s Seoul Design International Forum is 'Re-Connect: Design as a Value Creator'. It will also feature an insightful overview of the 11 topics that were discussed over the past eight years. We will discuss design as a value creator via subjects such as “problem-solving,“ “inclusion and resilience,” “city attractiveness,” and a “new-level of experience” that organically connects the virtual world and real world, the industrial and public sectors, and the government and civic society through design. We hope this forum can offer you a unique experience that enhances your perspective on the strategic role of design in future society. We warmly look forward to your participation.

Time

Program

13:00 - 13:10

Opening
13:10 - 13:30

Keynote session: Vision & Strategy A Call For Optimism - Richard van der Laken
(Co-Founder&Creative Director)
- A Call For Optimism
- Richard van der Laken (Co-Founder&Creative Director)
- INFORMATION
  Richard Van der Laken is a creative director based in Amsterdam. He met Pepijn Zurburg while studying at the Utrecht School of Art and Sandburg institute, and together they formed De Designpolitie - a renowned visual design agency, graphic design collective, Gorilla, and What Design Can Do (WDCD). Since forming, they’ve worked with many partners from Rabobank to Artis Zoo, won numerous awards, and feature in the permanent collection of galleries such as the Design Museum London and MoMa New York. At WDCD, they’ve created multiple design challenges, publications, and events hosted across Amsterdam, Brazil and Mexico. If Richard’s not in the office, he’s probably halfway across the world (virtually these days), preaching the What Design Can Do story at conferences like TED, The Next Web or Design Indaba.
13:30 - 13:50

Keynote session: Vision & Strategy Better Cities through Design to Improve Life - Mariano Alesandro (The Index Project, Head of Future Thinking and Special Projects)
- Better Cities through Design to Improve Life
- Mariano Alesandro (The Index Project, Head of Future Thinking and Special Projects)
- INFORMATION
  Mariano leads the development of The Index Project's digital platforms and our insights platform, Big Picture. He's also the Head of Special Projects, designing and executing special custom projects and design challenges with partners around the world. He works extensively with our education programmes, facilitating workshops physically and digitally around the world. He represents our organisation at the Design Declaration Summit and at many conferences and working groups.
  Mariano has an educational background in Systems Analysis, Systems Engineering, History and Design-based education. He has extensive experience as a developer, systems designer and has a deep love for music, technology and design thinking.
13:50 - 14:10

Keynote session: Vision & Strategy Flow: Mobilising Data for Sustainable Outcomes - Dale Sinclair (AECOM, Director of Innovation)
- Flow: Mobilising Data for Sustainable Outcomes
- Dale Sinclair (AECOM, Director of Innovation)
- INFORMATION
  Dale Sinclair chairs AECOM’s Global Architecture and Interiors Committee driving strategy for 1,600+ architects. As part of this role collaborating and connecting across the Buildings and Places business, he is Director of Innovation, delivering game-changing, interdisciplinary workflow, leveraging modern methods of construction and digital technologies, into current large-scale projects at AECOM: practicing what he preaches. A qualified architect for 35 years, he was lead author of the RIBA Plan of Work 2013 publications as well as the recent RIBA Plan of Work 2020 Overview. He has published several books on offsite manufacturing, design management and the pivotal role of lead designer role in the digital age. He sits on the board of the UK Construction Industry Council (CIC), chairs an industry group at the British Standards Institute (BSI) and was recently described as a pragmatic futurist.
14:10 - 14:30

Keynote session: Vision & Strategy City Design as Investment in the Future - Oh Se-hoon (Mayor of Seoul Metropolitan Government)
- City Design as Investment in the Future
- Oh Se-hoon (Mayor of Seoul Metropolitan Government)
- INFORMATION
  - 38th Mayor of Seoul
  - (Former) Mayor of Seoul (33rd, 34th)
  - (Former) Member of the National Assembly (16th)
14:30 - 14:50

Session1: Issues & Discussion The Value of Universal Design to Enhance a City Branding and Its Success - Hyegyoung Yoon (Research Professor)
- The Value of Universal Design to Enhance a City Branding and Its Success
- Hyegyoung Yoon (Research Professor)
- INFORMATION
  Hyegyoung Yoon Currently is a Research Professor at Yonsei University and Director of Urban Environmental Welfare Center at UN-HABITAT KOREA and she was a secretary-general of AIDIA (Asia Interior Design Institute Association) and an international competition judge of the German Universal Design Association. She is continuing co-research together with German University Lab about cognitive problems concerning Environmental Design. She is serving as a planning master(PM) of the Seoul Universal Design International Conference organized by SMG since she joined it as a speaker in 2015. Hyegyoung Yoon is a co-PM of SMG’s project of the Seoul Universal Design Master Plan 2018 and now is involved in its new project of the Universal Design for Elementary School Education. As a researcher who has great affection for Environmental Design, she participated in various activities to spread awareness of the importance of Universal Design Philosophy to build a more equitable, inclusive , livable and sustainable society, and improve the Urban Environmental Welfare Design for All. Additionally, she is a member of the national advisory council of Urban Regeneration, Government Innovation and Spatial Design Consulting. She brings insights and methodological know-how into universal design review when she assesses the public design, landscape design and local government policy and submits advice on planning and design strategy to enhance the quality of life of human and communities.
14:50 - 15:10

Session1: Issues & Discussion Citizen-Centered Problem Solving, the Value and Performance of Social Problem Solving Design (SPSD) - Koo, Yoori (Professor, Hong-Ik University)
- Citizen-Centered Problem Solving, the Value and Performance of Social Problem Solving Design (SPSD)
- Koo, Yoori (Professor, Hong-Ik University)
- INFORMATION
  Yoori Koo focused on design as a solution to societal problems, from the perspective of human-centered design thinking and service design methodologies. As a professor of Service Design at Hongik University and the director of the Service Design for Experience (SDE) Lab, she has been involved in projects implemented by the Seoul Metropolitan City, such as its master plan for Social Problem-Solving Design, the development of the public design evaluation process and service experience design for ‘Stress-free’ Metro. Furthermore, she has worked with organizations like the Catholic Medical Center of the Catholic University of Korea and the Ministry of Health and Welfare National Rehabilitation Center, serving as a senior researcher in the development of user-centered service scenarios. Prof. Koo’s other activities include serving in the review board of the Ministry of the Interior and Safety’s Citizen Participatory Design Group, Design Innovation Committee in the Korea Institute of Design Promotion, and the Business Design Organizing Committee in the International Association of Societies of Design Research (IASDR), focusing on the utilization of human-centered, creative design thinking in the public sector, healthcare, and the industry.
15:10 - 15:30

Session1: Issues & Discussion A Design Strategy to Make the City Experience Special - Lee, Hyeyoung (Director, Design Policy Division of SMG)
- A Design Strategy to Make the City Experience Special
- Lee, Hyeyoung (Director, Design Policy Division of SMG)
- INFORMATION
  - Lee Hye-young, director of the Design Policy Division at the Seoul Metropolitan Government, is supervising the design policies for social problem-solving and universal design to assist the realization of "a design city that improves the quality of its citizens' lives." Director Lee is currently dedicating her efforts to proactively nurture design projects in conjunction with the DDP Design Community's activities, and is also leading the efforts to establish a policy basis for public art through the Seoul Public Art Project to make Seoul an attractive city by building art in the daily lives of its citizens.
15:30 - 15:50

Session2: Practical Plans Absolute Value of Design and Innovation – Thinking Beyond Competitiveness - Sung-Gul Hwang (Head of CX (Customer eXperience) Lab of LG Electronics)
- Absolute Value of Design and Innovation – Thinking Beyond Competitiveness
- Sung-Gul Hwang (Head of CX (Customer eXperience) Lab of LG Electronics)
- INFORMATION
  Sung-Gul Hwang has been in both fields – e.g., LG Electronics, Motorola Mobility - and educations – Hongik University, Institute of Design at Illinois Institute of Technology - for 23 years, and holds a master’s degree in Human-centered Design and PhD in Integrated Product Design. He has also worked with global clients – like Audi AG, L’Oreal, General Electric, Samsung etc. - for several years running his own business and carries over 25 patents and several global awards. Among many things, he was heading up Consumer Experience Design at Motorola-Google Korea for over several years and a global finalist in Audi Urban Future Award. Gul has gone through many transformations along with market and industry shifts, but his enthusiasm for design creation and human-centeredness has remained consistent.
15:50 - 16:10

Session2: Practical Plans Evolution of Social Problem-solving Methodology - Si Wan, Lee (CEO, LBS tech)
- Evolution of Social Problem-solving Methodology
- Si Wan, Lee (CEO, LBS tech)
- INFORMATION
  He majored in computer engineering in the United States and has been a management consultant for leading domestic companies such as Samsung SDS, LG Electronics, and Hyundai Motor. He is the representative of LBS Tech, a start-up that leads technology innovation with location-based services for people with disabilities.
16:10 - 16:30

Session2: Practical Plans Metaverse dreams of a shared, connected, and expanded city. - Sangkyun Kim (Professor, Kangwon National University)
- Metaverse dreams of a shared, connected, and expanded city.
- Sangkyun Kim (Professor, Kangwon National University)
- INFORMATION
  Sangkyun Kim have studied cognitive science, educational engineering, industrial engineering, and robotics. He is currently working as a professor in the Department of Industrial Engineering, Kangwon National University. He studies gamification which uses fun and feedback science to move human mind, and explores metaverse which creates experiences that transcend time and space. He has participated in projects of domestic companies and institutions such as Samsung, Hyundai, LG, National Human Resource Development Institute as well as several oversea education and manufacturing companies. His major books include <Metaverse>, <Metaverse New Opportunities>, <Game Sapiens> and <Memory Exchange Company>.
16:40 - 17:30

Panel Discussion Chair: Hyunsuk Kim (Professor, Hong-Ik University, / Head MP(Master Planner) of SDIF Panel: Sung-Gul Hwang (Head of CX (Customer eXperience) Lab of LG Electronics),
Si Wan, Lee (CEO, LBS tech),
Lee Hye Young(Director, Design Policy Division of SMG),
Baik Joonsang(Professor, Yonsei University),
Joo Yu Min(Professor, KDI School of Public Policy and Management)
17:50 - 18:00

Closing

SEOUL DESIGN INTERNATIONAL FORUM 2020 – UNIVERSAL DESIGN
POST-COVID, OPPORTUNITY & TRANSFORMATION FOR CITY DESIGN

The SMG has been hosting the Seoul International Seminar on Universal Design since 2013 and the Social Problem-Solving Design International Forum since 2017. Starting this year, a comprehensive “Seoul Design International Forum” was held to review the design policies of Seoul and examine how designs can help the lives of citizens based on knowledge and cases in a variety of design fields. The SMG set forth “human-centered design, design to make citizens happy, and design to improve the dignity of Seoul” as the policy vision of Seoul design, systematically expanding the domain of public design to universal design, crime prevention through environmental design (CPTED), cognitive health design, and stress-free design. There were fruitful outcomes, but some tasks remain unresolved. In particular, a contact-free society has emerged due to COVID-19, and this trend is expected to continue. Along with inconvenience and anxiety in different corners of the city, opportunities began to arise. The 2020 Seoul Design International Forum was held for the first time under the theme of “New Design City Responding to Post-COVID.” This forum provided a valuable opportunity to explore the future of design policies and share the efforts of cities around the world to overcome the pandemic.