Hello, I’m Kyuho Song, CEO of Found/Founded. I previously worked as a designer at Samsung Electronics in the Mobile Communications Division (now MX Division), and in 2016, I co-founded Found/Founded with colleagues from the Samsung Design Membership program. Found/Founded is a creative design studio actively working across a wide range of design disciplines. We design experiences that span product, graphic, furniture, spatial, service, and UX/UI design. In addition to our design studio, we also run Epi, an eco-friendly branding initiative, and Found It, an artisan-based art and lifestyle select shop. Since 2021, Found/Founded has been recognized as an Excellent Design Firm by the Ministry of Trade, Industry and Energy and the Korea Institute of Design Promotion (KIDP), and we are proud to be growing into one of Korea’s leading design studios.

Among your past projects, which one best represents your brand identity?

As a creative design studio, we work across a broad spectrum of design fields—including product, service, spatial, branding, and UX/UI design—for clients such as Samsung Electronics, Cheil Worldwide, LG Household & Health Care, Hyundai Card, Lotte, and the Seoul Museum of Craft Art. One of our ongoing signature projects is the experience design for Galaxy Studio, a series of pop-up spaces launched globally in line with Samsung Galaxy product releases. If I had to highlight a project that truly reflects our brand identity, I would mention our collaboration with LG Household & Health Care on the packaging and bottle design for The History of Whoo: Mission Luxe Revue. This was our first project with LG H&H, and we have since continued to work on various product lines within their beauty division. We were thrilled to hear from the client that the product we designed was released as-is for mass production and has been very well received in North American and Japanese markets.

Was there a moment that left a particularly deep impression on you as a designer?

The Galaxy Studio project stands out as one of the largest and most complex initiatives by Samsung Electronics. It goes far beyond conventional design—it encompasses development, production, and installation, demanding extensive experience and a high level of expertise. One of our core strengths is that we don’t limit design to aesthetics alone. We focus on crafting user experiences and conveying the client’s values through compelling storytelling. After the launch of Galaxy Studio, thousands of visitors came through the space. Notably, the photo booth we designed and developed drew long lines, with waitlists exceeding 50 groups at a time. Seeing people interact with and genuinely enjoy something we designed is, I believe, the most rewarding moment for any designer.

How does Found Foundeed define the essence of design?

At Found Foundeed, we pursue diverse projects across a wide range of design fields—from products, graphics, furniture, and spaces to services, crafts, and art. We don’t confine ourselves to a single category but instead move fluidly across disciplines. Our unique design philosophy, which we call “the fusion and expansion of geometry,” forms the foundation of our work and helps us build a distinct design identity that sets us apart.

What kind of awareness led you to pursue a multidisciplinary approach in design?

During my school years, I was deeply interested in a variety of disciplines—product design, graphic design, UX, fashion, hardware, software, and more. While working on projects with friends from different majors, I realized that although we all shared the same ultimate goals, we each had different perspectives. These differences often sparked unique forms of creativity. Society is constantly evolving, with new technologies emerging and our surroundings continually changing. I believe designers play a central role in this transformation—they’re the ones who naturally connect new ideas and bring imagination into practical use. That’s why we don’t define Found Foundeed simply as a product, space, or graphic design company. We call ourselves a creative design studio, because what we truly design are new experiences born from creativity. This philosophy has allowed us to work across a wide range of disciplines and projects.

How have experimentation and collaboration shaped the direction of Found Foundeed?

This year marks the 10th anniversary of Found Foundeed. Over the years, we’ve had the opportunity to collaborate with many different clients and gain valuable experience. One of the most important lessons we’ve learned is that we must approach every project as if we are the owner of our client’s team. For smaller companies or startups, investing in design can involve significant risk. Moving from a concept to mass production is a major decision that could determine the company’s future. So our role goes far beyond simply providing design solutions. The same principle applies when working with large corporations. It’s essential to approach each project from the perspective of a leader who can plan and guide it forward. Since everyone brings their own expertise and background to the table, differing perspectives are inevitable. Understanding and aligning those diverse viewpoints is crucial to achieving success in any project.

What do you believe is the essential competency of a designer?

At Found Foundeed, the most important qualities we look for in a designer are a genuine passion for design, an insatiable curiosity across disciplines, and a strong desire for continuous growth. Designers, by nature of their work, are constantly exposed to a wide range of industries and knowledge. One month, you may be researching fashion trends and markets; the next, you might be diving into medical devices. It’s essential to find joy in the process of learning and creating something new again and again. Designers who grow complacent with familiar methods quickly fall behind. Like tuna that must keep swimming to survive, designers need constant development and innovation to maintain their expertise. Those who feel excitement imagining their designs being used in real life, and who are passionate about new challenges, are the kind of creatives we want as part of the Found Foundeed team.

What legacy does Found Foundeed hope to leave in the design industry?

We aim to continue exploring new fields and discovering fresh possibilities, all grounded in our commitment to design. I personally find great joy in the process of creating and challenging the status quo—and I’m fortunate that this mindset aligns perfectly with the work we do today. Since our founding in 2016, Found Foundeed has grown into a studio now entering its tenth year. For the next decade, our goal is to evolve into a truly creative company that positively influences the design industry in Korea and beyond.