[Panel Discussion] Discussion by Topic
Panel Discussion
Chair
Joo Yun KIM Master Public Designer of Seoul
Panel
Helle SØHOLT CEO & Founding Partner, GEHL
Uwe CREMERING CEO, iF International Forum Design GmbH
Sharon SO Director of Corporate Affairs, Engagement & Sustainability, L’Oréal Korea
Deana YU Assistant Director, Service Design Studio at NYC Mayor’s Office
Byungsu KIM CEO of Missionit Co., ltd
Ice Breaking
[(Chair) Joo Yun KIM]
We were able to hear talks that were truly fun, very engaging, and meaningful today with a remarkably wide spectrum. I imagine the citizens who joined us today also gained many insights relevant to their own fields of study and current work.
We’ll now begin the plenary discussion. It will run for about an hour. I’ll start with a question; after our speakers share their views, I’ll take pre-submitted questions from citizens, one per speaker.
Let me start with an icebreaker.
A question for our three overseas speakers: have you seen the recent Netflix animation K-Pop Demon Hunters? It seems most of you haven’t. In that piece, Seoul is depicted as very dynamic—you see scenes with hanok as well as very tall high- rises. It really captures the city’s dynamism. From your perspective, what is Seoul’s urban identity, and what is one thing that sets it apart from other cities?
[Deana YU]
No, I have not watched the movie, but I will definitely need to now. It's on my assigned watch list. I think what makes Seoul unique is that it is a cultural hub.
We can see the impact that Korea has had even in the United States, where I'm from, all the way to New York City. And I think actually, physically being here in Seoul, I'm really taken away with the integration of art and the consideration you have in incorporating culture as a way to engage people but also as a way to think and connect with communities. I think that's very strong.
[Helle SØHOLT]
I must admit I have not seen the film either. I know that there are a lot of young people in my office who love the film. I think the film, as far as I'm told by my staff, illustrates a combination of young pop culture but also deep cultural heritage. And I think what I'm inspired by today, and what I'm taking with me, is the level of ambition that I experience in Seoul. And the fact that we had the Mayor Oh come by today shows how committed even the political level is. So we have an opportunity for Seoul to really leapfrog in this area globally, which is super inspiring.
[Uwe CREMERING]
Whenever I speak to people, they love it. They say it's a beautiful city. And as a guest, I can say I completely agree, and what I like personally is really walking around. I do not have a favorite spot here. It's walking around and you see the vibrant dynamic of a big city in combination with tradition, and that is something which makes Seoul livable. Unfortunately, I haven't seen the movie and I forgot to ask somebody. Sorry for that.
[(Chair) Joo Yun KIM]
Thank you.
Listening to the three of you, I’m inclined to think that Seoul’s defining identity is, indeed, its dynamism.
Approaches to Creating Urban Environments that Reflect Citizens’ Emotions
[(Chair) Joo Yun KIM]
Seoul has long been a “city to be seen,” but now it aims to become a “city to be felt, one that citizens can experience as emotionally warm and comforting.” Perhaps you sensed that atmosphere in front of City Hall earlier today. Even during our short walk after lunch, you may have noticed how the small and large gardens, design objects, and urban furniture throughout the city serve as touchpoints connecting Seoul’s resilience with the emotional lives of its citizens. With this in mind, the Seoul Metropolitan Government is working to create a more emotionally engaging city through the integration of nature and design details.
This question is for Ms. Helle Søholt and Ms. Deana Yu. How do you view Seoul’s current policy direction, and what additional ideas or “plus alpha” suggestions might you offer to further enhance it?
[Deana YU]
Of course, happy to hear that greenery is a topic of discussion in Seoul, and I think as we were walking earlier today I was able to see how integrated it is. So it's exciting to see that there is that initiative and commitment. I've worked in New York City government for a long time, and I've actually worked at the Transportation Department on a lot of greenery programs. So it's good to see the trajectory. I think some advice that I would have, or some things to think about, is thinking about every stage of the process.
So, with my Service Design Studio hat on, as a researcher, I would say I feel like there's a really good opportunity to do participatory research with these gardens— thinking about the research that goes into it. Inviting people from the community, tabling, hiring people from the community who know these areas well would be a really great way to get the community involved. Get buy-in. It'd be really cool if you could bring folks in at different points.
And then, reflecting on my experience at the Transportation Department: one thing that we did—we did a workforce development program to actually improve the greenery in New York City. So again, not just thinking like, oh, it's a final product, but thinking about every stage. How do we maintain it? How do we first research it, and then how do we maintain it—bringing people in at every step of the way.
[Helle SØHOLT]
I really admire everything that I've seen today, and I feel already very much at home because I feel that what I was communicating about bringing people and space together in holistic design solutions, is what I'm already seeing.
I also really love the green policy of providing more green, more space, more green pocket parks, and other things. And I would invite you to do that even more, scale it up even more. I think Seoul has the potential to become an even greener city, an even healthier city, and also to think about both the physical and mental health of people. So watch out for the public spaces or the green spaces that you are implementing—that they will not become only aesthetic or led by aesthetics, but actually make sure that they have a social use every time. I think that will ensure a more inclusive city in the future.
[(Chair) Joo Yun KIM]
Hearing both of your answers, I feel that Seoul’s direction is very much aligned with what you’ve described.
Corporate ESG Practices and Urban Sustainability
[(Chair) Joo Yun KIM]
My next question is for Mr. Uwe Cremering, Mr. Byungsu Kim, and Ms. Deana Yu. The iF Award recognizes the importance of the UN SDGs and evaluates how design contributes to solving social problems and promoting sustainability, beyond just being “beautiful.” I believe corporate participation is crucial to achieving these goals. Corporate social roles have evolved from CSR to CSV, and now to ESG. In the Mori Foundation’s Global Power City Index (GPCI), Seoul currently ranks 6th worldwide; I believe corporate ESG activities can be a key stepping stone to reaching 5th. Could you share specific ESG actions companies could take to contribute to the happiness of Seoul’s citizens? President Cremering, may we start with you?
[Uwe CREMERING]
ESG, for example, is something that is relevant for companies as well, we have a good relationship with Samsung, LG, Lotte, and so on. And when we meet, of course we touch these topics as well, and I think with their products they participate in helping Seoul go more in this direction. Of course it comes from the private sector; it comes from the corporate sector, and they have to work hand in hand, in a way. I don’t think we need to be too skeptical — Seoul is already moving in the right direction. And in my job I fly around a lot, and I can say that I know a lot of cities in the world where I cannot imagine living. And that is different here in Seoul.
[Helle SØHOLT]
Can I just add? I think in chasing these design awards, sorry, Uwe, I think it is super important that you focus on what is special for Seoul, and that is your local everyday life, because if you make Seoul wonderful for the people who live here, for all the people who live there, including the 10 percent in this beautiful project we saw before, then it will naturally also be welcoming to everybody else. Don't chase the design award by trying to become London or Tokyo. Focus on the everyday life of people in Seoul. That's the most important route.
[Uwe CREMERING]
Even in my position I have to agree.
[Byungsu KIM]
I understand you’re asking for concrete actions companies can take. I believe companies should establish a dedicated body, like an Accessibility Committee, to study and promote better access for the Seoul citizens who use their products and services.
I’ve worked in large corporations; they often have the will, but to execute, you need policy and organization. And many efforts end up as one-off events and don’t last. To practice sustainability, companies should set up dedicated bodies for accessibility or sustainability, and build systems that continuously produce sustainable design.
[(Chair) Joo Yun KIM]
That approach is fresh—I’ve never heard it put that way—and it really resonates. Have you had similar experiences related to ESG in New York?
[Deana YU]
Actually, I love that answer. I'm going to build onto that answer. A little bit of backstory: my team at the Service Design Studio, we were actually initially, I might be wrong about this, but I believe I'm right, privately funded. The team that first started was funded with private funding, and I think that is unique in New York City. There's a lot of bureaucracy, so my team is specifically a team built to make New York City more accessible. But first they had to prove it with private funding, to be like, hey, we got a little bit of private funding; we proved that there can be a city government team focused on accessibility, focused on design. And after they used that bit of private funding, they were able to get city funding. And now I'm permanently hired by the city.
So I don't know how that translates to Seoul, but I know in New York City there's a lot of bureaucracy, right? There's a lot of struggles in city government, and what we've been able to do with private corporations is think about ways that we can squeeze around those challenges—and most of the time it's messy. But yeah, that would be my sort of insight on how we at New York City have tried to hack bureaucracy.
[(Chair) Joo Yun KIM]
Thank you.
The data show that the U.S. has more individual (private) funding, while Korea relies relatively more on corporate funding. That’s why I asked about ESG.
Inclusive Urban Design Reflecting Generational Characteristics in an Aging Era
[(Chair) Joo Yun KIM]
Seoul faces serious aging. In Korea, people aged 65 and older now exceed 20% of the population. We recently held a seminar with Milan-based designer Ico Migliore, a three- time Compasso d’Oro winner. He made an interesting suggestion: we should design cities by dividing generations into about six deep segments. The idea is that needs differ by generation, and if we lump them together, we’ll fail to reflect those needs.
This question is for Ms. Helle Søholt, Mr. Byungsu Kim, and Ms. Sharon So. If we categorize generations in urban design, which generations, or perspectives, do you see as most important? CEO Søholt, please start.
[Helle SØHOLT]
Well, I think it sounds like a very interesting framework. I don't know it with the 6 groups. But I think if we focus both on the elderly and children, I think we actually get what we want: a more inclusive city.
We at GEHL, we don't focus on any specific user group in that way. We have worked on a framework that we have called Inclusive Healthy Places together with the Robert Wood Johnson Foundation, and we have worked with health practitioners over a period of 6 years to come up with criteria that are inclusive towards all generations. And I think that is, in fact, what we need to ensure in our cities. So that would be my approach to it.
[(Chair) Joo Yun KIM]
Perhaps that suggestion arose from the concern that “all-inclusive” can inadvertently produce inter-generational exclusion—but in the end, it may still be a solution encom-passed by “all-inclusive.”
[Helle SØHOLT]
But maybe I can add that about the department. I think it's a very, very good idea. We have helped several cities around the world set up what we call Public Life Departments, and that includes also universal design. And I think Abu Dhabi, for example, in the United Arab Emirates, has started a Ministry for Early Childhood Development. So I think every time you want to innovate and create something new, it is a very good idea to set up a ministry or a department to kick it off—for that to find its way across the various departments at a later point.
[Byungsu KIM]
When thinking about which generation to prioritize, I thought of my daughter. She’s in the second grade of elementary school. I imagined a city where she can open the front door and walk to school on her own, a city designed so a child can go safely to a desired destination and return home safely.
There’s a lot to consider: pedestrian flows, vehicle zones, traffic systems, sidewalk width, and more. Because children can behave unpredictably, if we put children first, we’ll create a city that’s comfortable for everyone.
[(Chair) Joo Yun KIM]
Great, Ms. Sharon So, please.
[Sharon SO]
From the perspective of a beauty company, I strongly agree on the importance of embracing all generations. The desire for beauty is common to everyone, from young children to older adults. Just as a beauty company strives to create beauty that spans generations, I believe urban design should move in a similar direction.
As mentioned earlier regarding product accessibility, here’s one example: we’re carrying out a special project with the Ministry of Education and the National Literacy Center. The Center has gone beyond basic reading and writing to strengthen functional/life literacy—for example, partnering with McDonald’s to create kiosk-use textbooks, and with Hana Bank to produce online banking materials.
In this process, they approached us, thankfully, about the need for beauty education, and we strongly resonated with that need. For seniors: how to safely dye hair at home; with so many beauty products, how to structure a skincare routine; what SPF in sunscreen actually means—there was a real need for beauty literacy. Public agencies identified the need and came to us; we actively leveraged our resources, especially training resources—to collaborate. As a result, we co-developed and distributed textbooks on color and skincare, and we gathered 300 literacy instructors to run an education program for them. I see this as service design in action and as one way business and government can move forward together.
[(Chair) Joo Yun KIM]
Thank you.
I agree that if we use service-design methods to capture emotional needs by generation, urban design will improve and the city will become more inclusive for all.
Sustainable Design Strategies through Collaboration and Participation
[(Chair) Joo Yun KIM]
These days, we use the word “sustainability” very often. This question is for Mr. Uwe Cremering and Ms. Sharon So. Could you share any examples from the iF Design Award or your projects where you felt the value of sustainability was truly significant in practice?
[Uwe CREMERING]
Interesting. I can speak from our world. So the term sustainability is getting more and more important—not just from our point of view, also from other companies. And I like it pretty much. And sustainability is a very complex topic. It's not clicking on a button, having an easy solution. It's really complex. What I personally like is if something which is sustainable from an environmental point of view—so, replaceable materials and so on—is getting in contact with social sustainability. If I see this combination fulfilled, especially in urban living, I can say this is my favorite combination of using this term.
[Sharon SO]
Personally, the most rewarding moments in my sustainability role at L’Oréal Korea are when we collaborate with internal and external partners and feel we share the same values. Because many of our brands are imported, we’re working to reduce transport emissions by lowering air-freight frequency and shifting to rail/sea. We’re also active in waste reduction and refill initiatives through container reuse.
Refill isn’t as common in luxury beauty as it is in household goods. So on June 16, World Refill Day, we launched the ‘Join the Refill Movement’ campaign with e-commerce partners like Coupang and Naver. Not only the ESG team but also business teams treated it as a chance to promote sustainable consumption, co-investing resources and running joint promotions. As a result, the share of refill sales grew, leading to strong business outcomes as well. To me, sustainability itself is what unites everyone—including the beauty industry—around collaboration. And such projects shine even more when we work not only with partners and suppliers, but also with competitors.
[Uwe CREMERING]
Following on what you said, please allow me to add something. Sustainability very often is combined with environmental responsibility. But the social aspect from my understanding is getting more and more important, especially when it comes to cities. And the reason is easy because one of the biggest problems we have nowadays is a problem of loneliness. I don’t have specific statistics about Seoul or Korea, but if we look at examples from the US and Europe, we can see that people are increasingly losing the ability to connect and communicate with one another. Many feel lonely. And I think that might be a task for city planning as well. How can we bring people together? And of course it's not the only solution but I can imagine that city government, city planner can participate in this process.
[(Chair) Joo Yun KIM]
Thank you.
Your point that emotional sustainability for citizens matters alongside physical sustainability offered a fresh insight.
Identity and Core Keywords of Seoul Design
[(Chair) Joo Yun KIM]
Today’s forum began with the “Design Manifesto for Citizen Aspirations”. I hope you enjoyed it. Looking back over the whole event, I’d like each of you to define “Seoul’s design” in one word or one sentence.
[Deana YU]
I think I would define Seoul design as opportunity.
I think the way that you've gathered people from different backgrounds shows how design varies. Design can be anything from architecture to service design. I think design is evolving as an industry, and I think Seoul is such a good representation of that.
I also really enjoyed that it was from the citizens. I think design, like Mayor Oh said— right—everybody is a designer; everybody can have the skill of design, and I think that collective mindset is something that really inspires me personally and is what I'm going to bring back to New York City.
[Helle SØHOLT]
If I should select one word for Seoul design, I would choose resiliency or resilience. I think Seoul, in its city fabric, has shown resiliency over decades, and it's sort of built into your DNA and culture.
But resilience is also something that I understand to be both physical but certainly also social. And it could be interesting to explore how that resilient element of Seoul design could be further explored, because I very much agree with what Uwe was saying earlier—that especially when we work in urban design, we need to have a social focus. More and more cities are being divided socially. I was speaking about affordability earlier, and we have a lot of social issues that we need to deal with. So resiliency, I think, could be a great headline for Seoul to focus on going forward.
[Uwe CREMERING]
When I got the question, I was thinking about what could be a valid answer, and whenever I'm here I really like the balance.
The balance between tradition and innovation, the balance between young and old people, the balance between nature and high technology, the balance between local identity and global vision. So for me it's a word like balance or harmony— however you would like to call that. I'm a big fan of this, and it's a smart way of bringing poles together.
[Sharon SO]
I would say the key word is participation.
I was impressed by the many examples of creating spaces for citizens through citizen participation. As someone who works in a company leading teams, I believe that when we give people not only the role of users but also of designers, it leads to a stronger sense of ownership and greater participation. That kind of design, I believe, reflects what “Design Seoul” stands for and where it should be heading.
[(Chair) Joo Yun KIM]
Thank you.
I think you’re referring to the concept of co-design.
[Byungsu KIM]
For me, it’s design that everyone can reach.
For example, even people with disabilities in Korea can easily use the well- developed delivery system and receive things right at their doorstep within a day. Similarly, food accessibility, medical access, and mobility, thanks to the city’s many low-floor buses, are excellent in Seoul. So, in areas such as health, transportation, and food, design that ensures access for everyone is crucial. If I had to express it in English, I’d say it’s close to empowerment.
[(Chair) Joo Yun KIM]
Thank you.
There were different answers, but I believe they all share a common thread that connects them together.
