My name is Youngkyu Kim, and I’m the founder and director of hugrug, where I oversee everything from rug design and production to operations, collaborations, and project management. hugrug is a brand that collaborates with designers and artists across various fields to create unique, artistically driven rugs. Our goal is to help consumers experience artistic value in their everyday spaces and routines.

Can you share a memorable experience from your work?

While every collaboration leaves a lasting impression, one that immediately comes to mind is our recent project with the world-renowned figure artist Coolrain. He’s known for creating figures of major icons like PSG, Pharrell Williams, and BTS. We first connected when he personally visited our booth at the Seoul Living Design Fair, which led to an opportunity to work together. In October 2023, during the WTA Korea Open, we participated in a brand pop-up for Wilson. As part of that event, we collaborated with Coolrain to turn his tennis ball-inspired character LUV into a rug. It was a meaningful experience—not only because I had admired him since my school days, but also because I was able to witness his open-mindedness in valuing my expertise in rug design and his deep passion for quality. Collaborating with someone I once looked up to as a student, now as a fellow professional, was truly special.

Do you have a personal design process?

For me, fundamentals are everything. I place great importance on the basics—materials, production methods, finishing techniques—and I’m constantly researching and learning more about them. It’s a bit like collecting items in a video game! Whether I’m designing or managing a project, I approach each situation by selecting the right material, determining the best method of production, and adjusting the finishing touches based on the intended use and the user—almost like deploying the perfect item at the perfect moment in a game like Pokémon. I also apply service design thinking to identify both delight points and pain points for consumers. From the moment someone encounters hugrug to the moment the product leaves their hands, I’m always thinking about the full customer journey.

Are there any artists or clients you’d like to collaborate with in the future?

I’d love to work with people I’ve long admired. There are so many incredible designers I respect, but I’ve especially looked up to the late Kim Jung Gi, a master of live drawing, and pop artist Takashi Murakami. Both are known for their bold collaborations and constant experimentation. I’d be thrilled to take part in even a small project with artists like them—joining in on something creative and meaningful.

How do you think the design industry will change in 10 years?
 

There’s a saying that even mountains change in ten years—but in today’s world, it sometimes takes only two or three. A decade from now, the design industry will be even more diversified, and we’ll likely see further advancement of AI and artificial intelligence as we move into the Fifth Industrial Revolution. The virtual market will outgrow the physical one, and it will become common for people without formal design training to create using AI tools. That’s why I’m constantly training myself to read the times and become what I call an “information collector”—someone who can select and curate the right insights in this age of overwhelming information. More than just being a designer, I believe we must become “link-type humans”—people who connect others. As a tip, I recommend following the Designsori YouTube channel and media for high-quality content, and I often use platforms like Are.na when I want to gather design inspiration without a specific topic in mind.

Do you have a personal belief or philosophy as a designer?

People often describe me with three words: cheerful, upbeat, and talkative. And honestly, I’d love to be remembered as a designer who embodies those qualities. I believe that myself, my design, and my brand are all fundamentally connected—and that’s why discovering and staying true to who I am is so important. If my ten years of working in a company was my first life project, then running hugrug is my second. I hope this brand becomes something that people remember and love. My goal is to keep refining what makes me “me,” and to carry that authenticity forward into projects three, four, five, six, and beyond—never losing sight of the passion and spirit I started with.