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Following the nation’s remarkable industrial surge in the 1980s, Seoul, under the discerning leadership of its Metropolitan Government, ushered in a new era of design in the 2000s with the establishment of the Seoul Design Foundation. Organized by the foundation, the 13th edition of Seoul Design 2024 unfolded from October 17th, for a dazzling eleven days, inviting us to “Imagine Tomorrow.” At the hub of this celebration lies the “DDP Design Launching Fair,” now in its sixth year of resounding success. This esteemed platform provides invaluable support to aspiring designers, nurturing the journey from production to marketing, and ultimately, to market success. It has undeniably solidified its position as the preeminent scene for unveiling groundbreaking new design products, showcasing the next wave of innovative design talents.

The DDP Art Hall 1, a masterpiece of Zaha Hadid’s architecture, provided the perfect stage for the fair. Its organic form and pillarless, all-white interior created a spacious, 2,992-square-meter canvas for three pavilions: The Thematic Pavilion, where design ideas were brought to life through collaborations between designers and manufacturers; the Companies’ Pavilion, which highlighted local design trends through collaborations between young designers and corporates, as well as established design brands; and the Design Pavilion, which explored the limitless possibilities of design, from sustainability and social value to future technologies. “I think that catching both commercial success and artistic value is the true ability of a designer.” Jong-wan Kim, a renowned Spatial Designer and the Principal of Jongkim design studio, was responsible for the space layout of the DDP Design Launching Fair. Having honed his craft at the École Camondo in Paris and now collaborating with industry giants, Kim’s influence is undeniable. “I wanted to create a fluid, almost promenade-like experience, guided by the DDP’s graceful curves,” he described, “By using an achromatic backdrop, I’ve allowed each brand to shine, creating an immersive journey of discovery.”

Here, buyers from global brands and an international press corps gathered to navigate emerging names. When asked about their initial expectations for the fair and their on-site experience among the curious explorers, Mark Upstone, Head of Creative at THE CONRAN SHOP in the UK, “I arrived very open-minded to what might be shown, it’s always exciting to see how different cities interpret design,” he answered. “However, what truly impressed me here was the strong focus on sustainability and the bold, fresh perspectives of these rising stars. They’re challenging the very notion of what everyday objects could be.” In response to the same question, Martin Clausen, Co-founder and Creative Director of Copenhagen-based online gallery ADORNO, stated, “This was a first foray into Seoul and the fair itself. I’ve long admired the capital’s progressive spirit based on my research, and I finally observed it firsthand. With a sharp exhibition setup and welcoming people, I could meet the design that not only masters aesthetics but also provides solutions for a better tomorrow.” Offering a word of wisdom to budding designers, Martin encouraged them to “Look inward, not outward. Drawing inspiration from own rich cultural heritage and playful nature is important. By embracing your distinctive identity, you’ll create designs that truly stick out in an increasingly homogenous global market.”

Nestled in the exhibition hall’s far-right corner, the ‘Thematic Pavilion: Designer + Manufacturer Collaboration’ revealed a spectacular collection of 40 inventive products, offering a glimpse into the future design. Among these, the ‘Soda Collection,’ a sensory and conscious furniture piece by WOULD YOU LOVE, an upcycling and eco-design team comprised of artists from the fields of design, art, and music, and Dae-yeol Sohn, a Designer who explores the structural properties of materials, was notable. “We collected discarded plastic bottle caps from beverage companies, known as significant contributors to plastic waste.” By expanding and combining modular elements such as arches, trusses, and beams to experiment with the structural potential of recycled materials, the three types of shelves have captured the public. Thanks to the unique colours and patterns of the raw materials, awareness of environmental issues was raised.

Another collaboration that garnered attention was ‘Rush Era,’ a furniture handle and object accessory brand, produced by Plastic Bakery, which aims to be a ‘leading brand providing creative solutions for a world without waste’, and Object with Name, a new industrial design studio launched last year. Eui-ju Lee, Founder and Designer of Object with Name, said, “The work began with the imagination of plastic waste floating in the ocean meeting marine life and evolving into a new form.” By transforming plastic waste into beautiful and functional objects reminiscent of various marine life, including shells, jellyfish, and coral, they addressed environmental concerns and inspired hope for a sustainable future.

The synergy between Imagination Perfumery, a creative fragrance group, and sisterz’ Lab, a lifestyle brand created by four sisters, resulted in a collection of scented objects that elevate everyday living. FSC-certified paper fragrance tags float through the space like butterflies, light and free. An official from sisterz’ Lab remarked, “The friendly form resembling wind chimes or hanging mobiles stimulates visual delight, and the objects scented with mandarin, lavender, patchouli, and geranium provide olfactory pleasure.” The use of eco-friendly materials and packaging further underscored their commitment to sustainability.

Finally, EKA CRAFT, a metal craft company fusing tradition and modernity, and Contourstudio, an industrial design studio, collaborated to create the ‘Warp Mirror,’ a stunning piece blending traditional craftsmanship with contemporary design. The mirror’s unique form, combining straight lines and curves, showcased aluminum’s beauty and reflective surface. This timeless piece seamlessly integrated into any space, adding a touch of elegance and sophistication.