episode YONGSAN 241: Redefining Innovation with the SK D&D Design Team

Fred Shin Joonghee: Our team’s strength lies in its diversity. As a spatial designer, I focus on creating environments that are not only functional but also transformative. For me, it’s about designing spaces that genuinely impact people’s lives, integrating thoughtful details that connect with human experiences.

Walcoln Lee Seungjun: My background in psychology, philosophy, and design management allows me to look deeper into how users interact with spaces. By understanding behaviour and translating those insights, I aim to create meaningful spaces that resonate with the people who use them.

Rucia Park Haeyun: With experience in large-scale developments like the Lotte World Tower Avenue L, I bring expertise in managing complex urban projects. My role is to ensure that we develop innovative solutions that align with the broader cityscape while addressing practical and aesthetic needs.

Kassy Kang Siyoung: I specialise in furniture and spatial programming, transforming lifestyle-driven ideas into tangible experiences. My goal is to create harmonious living environments that cater to how people live, ensuring every detail adds to the comfort and functionality of the space.

Together, our diverse perspectives allow us to approach design holistically, ensuring YONGSAN 241 offers an elevated and cohesive experience.

Fred Shin Joonghee: For me, design is about transformation. I’m driven by the belief that design should go beyond aesthetics to positively impact lives. I aim to create spaces that foster meaningful interactions and inspire positive changes in people’s everyday experiences.

Walcoln Lee Seungjun: I find motivation in solving real-world challenges. Through meticulous user research and experience design, I enjoy combining analytical thinking with creativity to craft spaces that are both functional and deeply connected to users’ needs.

Rucia Park Haeyun: My inspiration comes from the ability of design to create lasting impressions. Having been exposed to interior coordination early on, I’ve developed a strong understanding of spatial relationships, which allows me to shape experiences that truly resonate with users.

Kassy Kang Siyoung: I see design as a universal language, and I’m particularly passionate about furniture’s intimate role in daily life. By focusing on this connection, I strive to craft dialogues between spaces and their inhabitants that are both meaningful and harmonious.

At SK D&D, we're pioneering 'episode,' an innovative residential product that fundamentally redefines urban living for the modern age. Our team orchestrates collaboration across various departments and partners to create distinctive living spaces that embody our commitment to 'better urban life.'

In episode YONGSAN 241, we focus on developing user-centric spaces that not only foster community engagement but also enhance individual lifestyle experiences through thoughtful design integration and innovative spatial solutions. This approach combines cutting-edge technology with human-centred design principles to create living environments that truly respond to contemporary urban needs.

Design is the intricate art of crafting meaningful experiences that positively transform people's daily lives. It goes far beyond visual aesthetics, encompassing the creation of seamless interactions between people and their environments. We believe good design should solve problems naturally while delivering tangible value that resonates deeply with users' daily experiences. This philosophy manifests in our attention to every detail, from the way light falls in a room to how spaces encourage natural social interactions.

We particularly favour designs that enhance user experience while maintaining harmony with natural elements. This preference is reflected in our approach to creating spaces that intuitively guide movement, optimise functionality, and integrate seamlessly with environmental elements like natural light, airflow, and greenery. Our design philosophy emphasises the creation of environments that feel both sophisticated and welcoming, where every element serves a purpose while contributing to the overall aesthetic harmony.

Good design seamlessly combines three essential elements: comfort-driven functionality that enhances daily life, natural harmony that brings balance to spaces, and meticulous attention to detail that ensures lasting quality. These elements should work together so effortlessly that their presence is felt rather than seen. We believe truly successful design should improve users' lives while maintaining an understated elegance that stands the test of time.

The concept for episode YONGSAN 241 evolved from a deep understanding of Yongsan's unique urban character. Initially, we explored a technology-focused approach but pivoted to our 'Future Infusion' concept after careful consideration of residential comfort. This innovative approach emphasises creating warm, sophisticated living spaces enhanced by subtle digital integration. The result is a harmonious blend of modern convenience and traditional comfort, creating an urban living experience that feels both contemporary and timeless.

Our inspiration emerged from careful observation of how people naturally interact with their living spaces. We paid particular attention to the interplay of natural light patterns throughout the day, the tactile quality of wood textures, and the natural flow of movement through spaces. These observations informed every design decision, from the welcoming entrance sequence to the arrangement of communal areas. Our goal was to create spaces that not only look beautiful but feel intuitively right to their inhabitants.

Traditional Korean architectural principles, particularly the harmony between nature and functionality, profoundly influenced our design approach. The ancient concept of '검이불루 화이불치(儉而不陋 華而不侈)' - achieving beauty through simplicity and natural harmony - served as a philosophical foundation for episode YONGSAN 241.

This principle guided us in creating spaces that honour traditional wisdom while meeting contemporary needs, resulting in a design that feels both culturally rooted and forward-looking.

This London Design Awards achievement represents more than recognition; it validates our innovative approach to urban living solutions on a global stage. It's particularly meaningful as it acknowledges our commitment to enhancing quality of life while respecting local context and user needs. This award also motivates our team to continue pushing boundaries in residential design, confirming that our user-centric approach resonates with international design standards.

episode YONGSAN 241 represents a bold departure from standardised residential offerings in Korea. We entered this project because it exemplifies our vision of creating diverse living spaces that cater to varied lifestyles while fostering meaningful community interaction in urban settings. The project showcases our commitment to understanding and addressing the evolving needs of modern urban dwellers, demonstrating how thoughtful design can create more connected and fulfilling living environments.

Our primary challenge lay in defining our target audience within Yongsan's diverse urban environment. Rather than relying on traditional demographic segmentation, we developed a value-based targeting approach, identifying 'urban romantics' - individuals who appreciate the aesthetic and experiential aspects of city living.

This innovative approach allowed us to create spaces that resonate with people based on their lifestyle aspirations rather than conventional categories, resulting in more meaningful and inclusive design solutions.

This recognition strengthens our commitment to creating innovative living spaces and validates our user-centric approach. It motivates us to push further boundaries in residential design while maintaining our focus on enhancing urban life quality. More importantly, this award encourages us to continue exploring new ways to integrate community building, sustainability, and technological innovation in our future projects, always keeping the user experience at the heart of our design process.

Our passion for the design industry stems from three key aspects:

1. The industry's expansive nature, which enables continuous exploration across various sectors, from residential to public spaces, constantly challenges us to innovate and adapt.

2. The unique ability to create tangible social impact through thoughtful design, witnessing how our work directly influences people's daily lives and community interactions.

3. The inherently collaborative nature of our field, fosters continuous growth and learning through shared experiences and diverse perspectives, leading to richer, more nuanced design solutions.

episode YONGSAN 241 distinguishes itself by offering 25 different unit types ranging from 10㎡ to 66㎡, providing unprecedented lifestyle flexibility in urban living. Beyond mere spatial efficiency, our focus on creating rich user experiences and vibrant community interactions presents a fresh vision for modern urban living.

Each unit is thoughtfully designed to maximise both functionality and comfort, while common areas are crafted to encourage natural community formation and social interaction.

Looking ahead 5-10 years, while AI and digital technologies will become increasingly prevalent, we anticipate a growing emphasis on human-centric, sustainable design solutions. The future of design lies in creating spaces that masterfully balance technological innovation with emotional resonance and environmental consciousness. We expect to see more integration of smart technologies that enhance rather than dominate the user experience, alongside a renewed focus on biophilic design and sustainable practices.

For aspiring designers seeking to create award-winning work, we emphasise the importance of observing daily life with sensitivity and insight. True innovation often emerges from noticing and thoughtfully addressing the subtle details of everyday experiences. Success comes from maintaining a delicate balance between creative vision and practical functionality, always keeping the end-user's needs and experiences at the forefront of the design process.

To improve in the design industry, we recommend developing a strong foundation in humanities and storytelling abilities, extending beyond technical skills. Understanding human behaviour, cultural contexts, and the art of narrative helps create designs that resonate emotionally and maintain relevance despite technological advancement. Continuous learning, exposure to diverse perspectives, and hands-on experience are crucial for professional growth.

During a particularly challenging creative block, our team took an impromptu trip to the seaside. While the excursion wasn't immediately productive in terms of work output, it proved invaluable in strengthening team bonds and creating lasting memories that enhanced our collaborative spirit. This experience taught us that sometimes the best solutions come from stepping away and allowing creativity to flow naturally.

Rucia Park Haeyun: My greatest source of inspiration was a professor who introduced me to the true essence of beauty during my university years, despite my non-art background. Through her interior coordination courses, she revealed that beautiful design transcends visual aesthetics, emphasising harmony with nature, human sensibility, and spatial integration. Her mentorship guided me through various design competitions, deepening my understanding and ultimately shaping my career path.

I vividly remember visiting her home during a competition preparation - the golden ginkgo leaves framing her window, her serene presence with a coffee cup, and her delicate leaf-shaped earrings - every detail reflecting her own embodiment of beautiful design principles. Her influence continues to inspire my approach to creating harmonious connections between people, nature, and space.

Success stems from maintaining unwavering belief in your passion while continuously pursuing improvement. We've learned that viewing challenges as learning opportunities and maintaining persistence ultimately leads to innovation and achievement. The key is to stay true to your design philosophy while remaining open to evolution and growth, always striving to create meaningful impact through your work.

We're excited to announce our upcoming Student Housing project through our episode brand, which will focus on supporting university students' diverse needs and values. This initiative represents our next step in creating impactful urban living solutions, extending our commitment to innovative design into the educational sector. The project aims to redefine student living spaces, creating environments that foster both academic success and community building.