Hello, I’m Seungyoung Jung, CEO and Chief Design Officer of CA Plan. I believe design is not about creating a fixed entity, but about generating an emergent and fluid form. Based on this philosophy, I have continuously integrated new media and technologies into spatial design to produce original and innovative results. CA Plan is a specialized spatial design company that creates imaginative environments. Originally founded as CA Studio in 2003, the firm has evolved based on the concept of Space Communication Design. Our work spans exhibitions, environmental and commercial spaces, and media planning, always aiming for futuristic and creative outcomes.

Our strength lies in the use of parametric design and advanced form-making techniques, which allow us to deliver unique spatial value. With over 15 accolades from prestigious global design awards such as Red Dot, iF, and IDEA—including the honor of being the first Korean spatial design firm to win Red Dot’s Best of the Best—CA Plan continues to push the boundaries of design. Through the fusion of creative ideas and technology, we are committed to offering better spatial experiences and leading the future of design.

Please briefly introduce your signature projects.

The first project is KIA360, a flagship showroom designed for visitors to experience the full lineup of Kia vehicles and the brand identity itself. Located near the Galleria Luxury Hall in Apgujeong, a symbolic location for premium lifestyle in Seoul, the project included a complete renovation of the building’s front façade and the creation of a 500-pyeong (approx. 1,650m²) experiential exhibition space on the first floor. The building’s façade was designed with approximately 8,000 panels arranged at varying angles and colors, inspired by the aerodynamic form language of Kia's design. This created a visual effect that changes dynamically depending on the viewer's movement. Inside, a large circular track displaying Kia’s full lineup serves as the core of the layout. At the center of the track is a monument-like structure composed of panels symbolizing aerodynamic motion, linking the interior and exterior in a continuous experience. Each segment of the track offers tailored interactive content, making this project a prime example of CA Plan’s spatial design philosophy.

The second project is Unplugged Ground, an exhibition and experience center exclusively for electric vehicles (EVs). Located in Seongsu-dong—a former textile factory district now known for its unique urban character—the space reflects the neighborhood’s industrial identity. To embody Kia’s eco-friendly and future-oriented values, we installed a large-scale centerpiece using recycled spools, lighting, and projection mapping in the main hall. In the EV tunnel room, information about the vehicles is hidden between wall layers, creating different experiences depending on the viewer's angle and movement. This project effectively links Seongsu-dong’s historical texture with Kia’s brand values.

What was the most challenging part of these projects?

Regardless of the project, the greatest challenge is achieving alignment and satisfaction across all stakeholders—clients, the CA Plan team, and collaborators. Only when everyone shares a common goal and the design is executed in line with that vision can a truly high-quality outcome emerge.

These three components are tightly interconnected and must be addressed simultaneously. Managing and resolving this process using our own methods is what reveals CA Plan’s creative potential—and ultimately leads to a result that satisfies all parties involved.

You work across multiple design disciplines using new media and technology. When starting a project, what do you prioritize in the design process?

Design does not merely reside between science and art—it encompasses a much broader realm that integrates both science and technology. Science solves functional and practical problems and supports the structure and usability of design. Art, on the other hand, gives emotional and aesthetic form to those functions. In other words, perfect science can become art, and artistic expression can be realized through scientific methods. Sometimes, we begin a project inspired by flawless technology; other times, we start with a sensory artistic concept. However, as the project progresses, science and art naturally converge, and it is at this intersection that the concept becomes more tangible. Through this process, we embed innovation and a vision for the future into our designs.

Please tell us about CA PLAN’s design philosophy and your signature style.

Our work begins with an instinctive pursuit of new forms. Rather than relying solely on visual intuition or combining shapes aesthetically, we extract new methodologies from physical and environmental data specific to the site, as well as behavioral data of users and participants. Based on this data, we construct a formal design language, generate algorithms, and derive a wide range of forms. The key concepts in this process are: transformation, repetition, generation, and fluidity. These four keywords are embodied in the visual identity of CA PLAN’s signature style. We aim to breathe life and dynamism into spaces through creative, data-driven design approaches that go beyond conventional form-making.

Could you share any interesting projects you’re currently working on?

We are currently engaged in a software development project aimed at revolutionizing the traditional linear design process. As AI-driven cities continue to evolve, there will be a growing need for a new spatial design language. To address this, we are developing a form-generation design tool that leverages various data sources. This is not a short-term initiative, but a long-term, phased project. Initially, we are focusing on developing a front-end system that maximizes design productivity and efficiency. Later, we plan to complete a back-end system that can identify and manage potential clients. Ultimately, our goal is to create AI-powered spatial design software that reflects CA PLAN’s unique creative style. This is not just a major challenge but a crucial endeavor for our future.

What is your ultimate goal or vision for the future?

We believe that the true vision lies in the process of creating new outcomes through design. Outstanding results are born from process innovation. In other words, only by transforming the process can we enhance the quality of the outcomes. Moving forward, our goal is to go beyond simply delivering great results in each project. We aim to build a design system that continually innovates the process itself to yield even better results. To achieve this, we are conducting preemptive research on process improvement and transformation, and we strive to discover creative and effective solutions in every project we undertake.