Bringing ideas to life.
Start with people.
From planning and prototyping to production, launch and on-site execution, I carry ideas through to outcomes that exist in the real world.
Build the idea.
Every project begins with people — those it is created for and those who bring it to life. Collaboration across different perspectives shapes the direction from the very beginning.
Start with people.
Every project begins with people — those it is created for and those who bring it to life. Collaboration across different perspectives shapes the direction from the very beginning.
Build the idea.
Research, storytelling, design and experimentation come together to turn an initial thought into a clear creative direction.
Make it real.
From planning and prototyping to production, launch and on-site execution, I carry ideas through to outcomes that exist in the real world.
A new urban-format IKEA experience for Gwangju.
Designed to bring IKEA’s products, inspiration and brand experience into a compact department-store setting, the project rethought how customers could discover, navigate and interact with IKEA in a smaller footprint. The challenge was to preserve the inspiration and accessibility of IKEA while adapting the experience to a new urban retail environment.
As Lead Designer, I shaped the spatial concept, customer journey and visual experience from early planning through on-site execution. I worked across different teams and partners to connect brand expression, commercial needs and operational requirements into one coherent experience.
The project brought together products, room settings, communication and service touchpoints to create an IKEA experience designed specifically for Gwangju.
Lead Designer · 2025
Spatial planning · Visual experience · Customer journey · On-site execution
Great work starts with people.
Opening a new store takes many perspectives working toward one shared goal. From planning to on-site execution, the project was shaped through close collaboration across teams, disciplines and partners.
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A new life for packaging.
Glödlampa began with a simple question: what if packaging did not become waste once the product was opened? Designed for a light bulb, the package transforms into a lampshade after purchase, allowing a single material to serve two purposes.
The concept explores waste reduction by rethinking the relationship between product and packaging. Rather than treating packaging as something temporary, Glödlampa extends its role into the life of the product itself.
Developed through IKEA Singapore’s Young Designer Award, the idea moved from concept and prototyping to production, launch and exhibition at IKEA Tampines.
Designer · 2019
IKEA Singapore Young Designer Award · 1st Winner · 2019
Concept development · Packaging design · Product launch · Exhibition
An idea, made real.
What began as a zero-waste packaging idea developed into an award-winning product. Through collaboration with IKEA Singapore, Glödlampa moved from concept and prototype to production, launch and exhibition at IKEA Tampines.
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Designed to be worn.
Made to become real.
HEETAE SS2026 explores how ideas, identity and visual expression can take physical form through clothing. Each garment is treated not only as something to wear, but as a way to carry a story, mood and point of view.
From concept and visual research to sampling, production and launch, the project turns a creative idea into something tangible, wearable and real.
Designer · 2026
Concept development · Garment design · Sampling · Production · Launch