As a Korean designer specializing in spatial design and co-design, service design and design strategy. I completed a Master degree in Design management in 2012, at Lancaster University (UK), based on a wide variety of design practices that I have worked on for 8 years and 9 months as a senior designer, project manager, design manager and team leader for several well-known design firms from Seoul to London.

1. Portfolio
Sil Seungil Lee
lee.seungillee@gmail.com
+82 10 3656 2269

2. List of Design Practice
Hotel & House Food & Beverage Retail & Showroom Clinic & Office
AB Anytel Boutique Motel N Nolbu Restaurant LH Leechard Hair Shop WC Walhwasoo Oriental Clinic
VH Valt House I Ilparco Restaurant LH Leechard Hair Shop FC Fine Oriental Clinic
AR Awol Resort YR Yedang Restaurant NS Nica Showroom SB Songpa Borough Office
Building Renewal
WW W Hotel Woo Bar Renewal MR Montalchino Restaurant CS Center1 Showroom SO Shinhan Bnp Paribas
Office Building Planning
WC Walkerhill Hotel SC Seizy Cafe BC Banpo Catholic Church
Chinese Restaurant Planning
WK Walkerhill Hotel HS Hello Sushi Restaurant
Korea Restaurant Planning
WS Walkerhill Hotel S
Sky lounge_Clock16 Walkingslowly Restaurant
WD Walkerhil Hotel HY
Duty Free Shop Planning Hana Yuki Restaurant
GH Guro Hotel Lobby Proposal Y Yongsusan Restaurant
BH Beaufort House Proposal CJ CJ CGV_Entertainment Bar
Planning
NEED21
HR Hashi Restaurant Planning
Interior plan
TR Tataki Restaurant Planning
ykg group

3. List of Academic Research
Academic Research
HT Hannam Musical Theatre Planning
II Insa Information Centre Planning
CH Collaborative Chipping Hotel Development
HR Highfield Regeneration
AC Service Design Development for J. Atkinson Coffee
DA Accreditation Scheme Development for DBA Association
LI Design strategy Development for Lancaster Visitor Information Centre
!
TA Research of Temporary Architecture
LA Registration Process Development for Lancaster University Accommodation

4. Timeline in Design Practice & Academic research
Hotel & House Food & Beverage Retail & Showroom Clinic & Office Academic Research
02 03 04 05 06 07 08 09 10 11 12
N AB WO MR FO LH HY Y WC CS BH
BC LH AR HS WW WK SO HR TR Interior Design
SC CJ WS GH NS
I YR VH S SB WD II HT Architecture
CH Co Design
HR AC Service Design
DA Design
Management
LI Design Strategy
TA Sustainability
LA Innovation

5. World position in Design Practice & Academy
Hotel & House Food & Beverage Retail & Showroom Clinic & Office Academic Research
UK S.Korea
BH HR TR NS WS AB VH AR WW WC WK WD GH
LA HR DA SC I YR MR HS S HY CJ N
LI TA CS LH LH
AC BC WO FO SB SO
CH II HT
Y
China

6. Sil + ykg group
Part-time
Senior Designer
August 2010 - April 2011

7. BH Beaufort House Proposal Sil + ykg group
Client
Beaufort House, London
Type of Work
Luxury Serviced Apartment
Responsibility
Ykg design project
Senior designer
Year
2010

8. HR Hashi Restaurant Planning Sil + ykg group
Client
Hashi, London
Type of Work
F&B
Responsibility
Ykg design project
Senior designer
Year
2010

9. Sil +
Senior Designer
& Project Manager
June 2008 - November 2009
Specialties:
Hospitality design & Collaboration

10. Walkerhil Hotel
WD
Duty Free Shop Planning
Sil +
Client
Sheraton Walkerhill Hotel, Seoul
Type of Work
Hotel
Responsibility
PARASCOPE design team project
Design manager with 4 designers
Year
2009

11. Walkerhil Hotel
WD
Duty Free Shop Planning
Sil +
OUTDOOR
PARKING
Mass study
SHERATON WALKERHILL HOTEL
CASINO
B1F
ALT.1_1F
SGW DUTY-FREE SHOP REVITALIZATION AUGUST 14 2009
BASEMENT PARKING W HOTEL
SHERATON WALKERHILL HOTEL E/V이용 동선 길어짐
W HOTEL E/V이용 동선 길어짐, 환경 낙후
OUTDOOR PARKING 혼잡함
BASEMENT PARKING 이용 용이
CASINO 근접
SGW DUTY-FREE SHOP REVITALIZATION AUGUST 14 2009
ALT.2_1F
SGW DUTY-FREE SHOP REVITALIZATION AUGUST 14 2009
Layout study
OUTDOOR
PARKING
SHERATON WALKERHILL HOTEL
CASINO
1F
BASEMENT PARKING W HOTEL
SHERATON WALKERHILL HOTEL 거리 근접, 여유로움
W HOTEL 거리 근접, 여유로움
OUTDOOR PARKING
BASEMENT PARKING
여유로움
이용 용이
Wall design study
CASINO E/V이용 동선 길어짐
SGW DUTY-FREE SHOP REVITALIZATION AUGUST 14 2009
OUTDOOR
PARKING
SHERATON WALKERHILL HOTEL
CASINO
2F
BASEMENT PARKING W HOTEL Character study
SHERATON WALKERHILL HOTEL E/V이용 동선 길어짐
W HOTEL 거리 근접, 여유로움
OUTDOOR PARKING 거리 멀다
BASEMENT PARKING 이용 용이
CASINO E/V이용 동선 길어짐
SGW DUTY-FREE SHOP REVITALIZATION AUGUST 14 2009
Problem & Solution Design Process

12. Shinhan Bnp Paribas
SO
Office Building Planning: space programing
Sil +
2차 (변경안)
Client
SHINHAN BNP PARIBAS, Seoul
SPECIAL UNIT CORE 연계 ROOFTOP
SEMI-INDOOR RM. 23F~ SPECIAL UNIT CORE
(MEETING RM. + DINING RM. + LOUNGE) RECEPTION + LOBBY
GARDEN OPEN GARDEN
Type of Work WATER
HALL
HOT BAR
LIBRARY
ART INSTALLATION
WATER SPACE
DECK MEETING RM.
Office Building BACK HOUSE (STORAGE)
PARTY + EVENT
PRIVATE CAFE
RECEPTION + CONCIERGE DESK + SECURITY
BAR (WAITING + SERVING)
MEETING RM.
STAFF OFFICE
Responsibility OFFICE 4F~
STORAGE
HALL + TENANT LOUNGE
WORKSTATION
PARASCOPE design team project
WIRED RM.
LOCKER
GREEN SANCTUARY
Gwanghwamun
RESTAURANT 3F VIRTUAL OFFICE CORE
Design manager with 4 designers TAKE OUT
FOOD COURT
SEATING ZONE
2F RELAXATION CORE
RECEPTION + CONCIERGE DESK + SECURITY
STAFF OFFICE
GREEN SANCTUARY
DINING CAFETERIA
TEA HOUSE + GOURMET TREAT + FLOWER
(KITCHEN + OPEN KITCHEN + BACK HOUSE)
F&B CORE B1 CASUAL MEETING AREA
NURSING RM.
Year VIP BIZ CORE B2
JUICE BAR
SHOWER RM. + POWDER RM. + HEALING RM.
GREEN SANCTUARY
VIP LOUNGE (MEETING RM.)
2009 MEETING LOUNGE (WAITING + MEETING + PDS)
MEETING RM.
RECEPTION + CONCIERGE DESK
1F WELCOMING CORE
RECEPTION
NEWS & INFORMATION LIBRARY AS MEDIA ART
BAR (WAITING + SERVING) CAFÉ + SNACK
PUBLIC HALL GREEN SANCTUARY + RETAIL
WIRED RM. (S) + MANAGING OFFICE KITCHEN + BACK HOUSE
STORAGE PARTY + EVENT
GREEN SANCTUARY BIKE PARKING
B3~B5 PARKING
STATE TOWER
SHINHAN BNP PARIBAS JUN 17 2009
ROOF TOP
22F~24F HYBRID CORE
PRIVATE DINING SALON
OFFICE TENANT CORE 23F~24F (MEETING / DINING RM. / BAR LOUNGE)
BUSINESS CENTER KITCHEN
MEETING RM. BACK HOUSE
PRESS RM. OBSERVATION DECK
SERVICED OFFICE
HALL PUBLIC ALLY
WIRED RM. (OA) LIBRARY
MEMBERSHIP LOUNGE EVENT HALL
WAITING LOUNGE AGORA
MINI SPA ART INSTALLATION
SHOWER RM.
MEDIA CENTER
NAP RM.
SPORTS LOUNGE
CULTURENOMICS
READING RM.
OFFICE SUPPORT
FLAGSHIP STORE / SHOWROOM / EXHIBITION
GALLERY
CORPORATION HALL
Namsan
MAIN LOBBY
RECEPTION + SECURITY LIFE ESSENTIALS
CONCIERGE DESK WELLBEING CAFE
STORAGE
CULTURENOMICS RESTAURANT
STAFF OFFICE GARDEN CAFE
BAR (WAITING / SERVING) ART CAFE
CAFETERIA BANK
KITCHEN HAIR SALON
STUDY RM.
POST OFFICE SERVICE
SHOWER RM. FLOWER SHOP
POWDER RM. LAUNDRY
FIRST AID RM.
ART & CULTURE CORE 3F~21F REST AND RELAXATION
GALLERY (HEALTHCARE CLUSTER)
GYM
FITNESS STUDIO
HEALTHY KITCHEN
BEAUTY
WORK-OUT FASHION
B1~2F PUBLIC CORE
SHINHAN BNP PARIBAS JUN 17 2009

13. CS Center1 Showroom Sil + +
Client
GLOSTAR, Seoul
Type of Work
Showroom
Responsibility
PARASCOPE design team project
Design manager with 2 designers
Year
2009

14. CS Center1 Showroom Sil + +
STEP-1 (OUTDOOR) (OUTDOOR)
BOOTH
VIEW
( ) Exhibition
WAITING AREA Zone
STEP-2 ( INDOOR )
Building Sample Office
CAFE BAR INFORDESK DESIGN WELCOME CAFE
Interior +
LOCKER SERVICE
View Contents Rooms
Welcome
1 2
Zone
STEP-3 Yin
Yang
MODEL ROOM A/V
WAITING AREA
COUNSELING LOUNGE(PUBLIC)
Lounge
OUT
THANKS CAFE
STEP-4 COUNSELING LOUNGE( VVIP ) ESCORT SERVICE
SAMPLE ROOM
LOCKER SERVICE
Design Text Hallway
2. PROGRAM( )
Process Info.
1 2
STEP-3
2
MODEL ROOM A/V
A/V Thank-you
1 Zone
MODEL ROOM
COUNSELING LOUNGE(PUBLIC)
Architecture Center 1
COUNSELING LOUNGE( VVIP )
SAMPLE ROOM
Gallery
WAITING AREA
WELCOME CAFE
LOCKER SERVICE
( INDOOR )
3. PROGRAM(ZONNING)
Exhibition study 2. PROGRAM( ) Layout & Sequence study
Entering Greeting Experiencing Understanding Farawell
Design Process

15. Walkerhill Hotel
WS
Sky lounge_Clock16
Sil + +
Client
Sheraton Walkerhill Hotel, Seoul
Type of Work
Hotel
Responsibility
PARASCOPE design team project
Design manager with 2 designers
Year
2008

16. Walkerhill Hotel
WK
Korean Restaurant Planning
Sil + +
Client
Sheraton Walkerhill Hotel, Seoul
Type of Work
Hotel
Responsibility
PARASCOPE design team project
Design manager with a designer
Year
2008

17. Walkerhill Hotel
WK
Korean Restaurant Planning
Sil + +
+
PAPER HOUSE PROCESS
+
WOOD HOUSE PROCESS
+
SOIL HOUSE PROCESS
Design Process

18. Walkerhill Hotel
WC
Chinese Restaurant Planning
Sil + +
Client
Sheraton Walkerhill Hotel, Seoul
Type of Work
Hotel
Responsibility
PARASCOPE design team project
Design manager with a designer
Year
2008

19. CJ CGV_Entertainment Bar
CJ
Planning
Sil + + !"##$%&'("($)""*+,
Client
CJ CGV, Seoul
Type of Work
F&B
Responsibility
PARASCOPE design team
+ Office kokiwoong design team
Design & Project manager with 3 designers
Year
2008

20. WW W Hotel Woo Bar Renewal Sil +
Client
W Hotel, Seoul
Type of Work
F&B
Responsibility
PARASCOPE design team
Design & Project manager with 2 designers
and Design supervision
Year
2008

21. Sil +
Interior plan
Senior Designer
& Design Manager
October 2007 - May 2008
Specialties:
Hospitality design & Public design

22. SB Songpa Borough Office Building Renewal Sil +
Interior plan
Client
Songpa Borough Office, Seoul
Type of Work
Office
Responsibility
Jeon associates design team project
Design manager with a designer
Year
2008

23. Sil + NEED21
Senior Designer
& Project Manager
November 2001 - August 2007
Specialties:
Hospitality design

24. S Walkingslowly Restaurant Sil + NEED21
Client
Modelline, Seoul
Type of Work
F&B
Responsibility
NEED21 design team project
Design manager with a designer &
Design supervision
Year
2007

25. HY Hana Yuki Restaurant Sil + NEED21
Client
Hana Yuki, Jinju
Type of Work
F&B
Responsibility
NEED21 design team project
Design manager with 2 designers
Year
2007

26. HS Hello Sushi Restaurant Sil + NEED21
Client
Hello Sushi, Busan
Type of Work
F&B
Responsibility
NEED21 design team project
Design manager with a designer &
Construction
Year
2006

27. AR Awol Resort Sil + NEED21
Client
Paradise Tour, Jeju
Type of Work
Resort hotel
Responsibility
NEED21 design team project
Design manager with 2 designers
Year
2006

28. FO Fine Oriental Clinic Sil + NEED21
Client
Fine Oriental Clinic, Seoul
Type of Work
Clinic
Responsibility
NEED21 design team project
Design manager with 2 designers
Year
2006

29. LH Leechard Hair Shop Sil + NEED21
Client
Leechard Hair, Cheonan
Type of Work
Retail
Responsibility
NEED21 design team project
Design manager with 2 designers
Year
2006

30. SC Seizy Cafe Sil + NEED21
Client
Seizy, Seoul
Type of Work
F&B
Responsibility
NEED21 design team project
Designer with construction supervision
Year
2005

31. VH Valt House Sil + NEED21
Client
The museum, Seoul
Type of Work
House
Responsibility
NEED21 design team project
Designer with 2 designers
Year
2005

32. WC Walhwasoo Oriental Clinic Sil + NEED21
Client
Walhwasoo Oriental Clinic, Seoul
Type of Work
Clinic
Responsibility
NEED21 design team project
Designer with construction supervision
Year
2004

33. Y Yedang Restaurant Sil + NEED21
Client
Yedang, Seoul
Type of Work
F&B
Responsibility
NEED21 design team project
Designer with construction
Year
2004

34. I Ilparco Restaurant Sil + NEED21
Client
Ilparco, Seoul
Type of Work
F&B
Responsibility
NEED21 design team project
Designer with construction
Year
2003

35. !
Sil +
Design researcher
in
MA Design management
October 2011 - December 2012

36. !
CH Collaborative Chipping Hotel Development Sil + +
Client
53N, Preston
Type of Work
Hotel
Responsibility
Design researcher in thesis project
Year
2012

37. !
CH Collaborative Chipping Hotel Development Sil + +
l
era
ne sev
sto and
ith es
aw rch
are chu
a tion oo ls,
serv sch
con ps,
of a sho
tre as can
cen gh ns
the pin e in
hip ctiv y
is in ). C JB
err
ge e II attra
ev
illa
(Gra
d
vera
l of H
Th M ill .S
e sure
ght fés clo
w ri ca g the
Ark nd ncin
ts a u
ran nno
tau le a
res rtic
er a
pap
ws
3 Ne
ure
Fig
Furniture factory V
V
Workshop with local residents
Chipping Village Plan 2011
K
n g, U
Ch ippi
T
Figure 14 Four Future Scenarios for Zone 3
Enjoy
Development Accommodation
Natural Camp Eco-House
Generating Ideas together
Tourism Natural
Balance
Manmade
Natural Ground Outdoor Living Room
Conservation Enjoy Nature
According to Visser et al. (2009: 244), one of the important positive side effects of
working with future scenarios is that participants feel free to put aside their current
Doing research !
vested interests and leave disagreements out of the discussion.
6.2 Results: Features and Benefits of Collaborative Hotel
With Imagination Lancaster A development company Development
The result of the hotel design development project is a hotel within the Hotel
Community Business Partnership Programme (HCBP) (see Figure 15), a programme
designed to shift the paradigm of hotel design and encourage participation by local
residents of all ages and all proactive clubs. HCBP is important in encouraging
Design Story Design Process
employment and local businesses, as these are the major challenges facing
Page 50 of 98

38. 15. Service Environment_Coffee Blend Co-Creation
!
2 INNOVATION LAB.
AC Service Design Development for J. Atkinson Coffee Sil + + J. Atkinson & co
Client
J. Atkinson & co, Lancaster
Type of Work
Retail INNOVATION
LAB.
Responsibility
Design researcher in MA group project WORKSHOP &
TASTING ROOM
Year
2012 CAFE
PACKAGING
Retailer
To provide own products
To create bespoke coffee
To learn the way to make coffee
DELIVERY
Home user
To enjoy coffee
J. Atkinson & co + Coffee City

39. !
AC Service Design Development for J. Atkinson Coffee Sil + + J. Atkinson & co
“Almost 200 years history in coffee production”
Design Process Design Story

40. !
LI Design strategy Development for Lancaster Visitor Information Centre Sil + +
Client
Lancaster Visitor Information Centre Loyal story! 19
Type of Work Communication!
Retail
Witch story!
Responsibility
Design researcher in MA course project
Year
2012
!
Environment!
Battle story!
Product!

41. !
LI Design strategy Development for Lancaster Visitor Information Centre Sil + +
Strengths Weaknesses
Foreign traveller
Ticketing for cultural event Budget Cut No vision for V.I.C Passive attitude
Special Promotion: Seasonal Event No Standard for merchandise Lack of Tourist attraction
Local Knowledge No Feedback From Customer (Visitor & Citizen)
Special Product With Local Artists Inconsistent artisan collections by Local craftsmen
Located In The Storey Centre No Design strategy
Too many products without distinction
Friendly People No welcoming Environment Avoiding competition with Local
Age
(Interior) Business 48
8
Staff!
Occupation
Professor Staff!
Promoting New Product From event in the Storey Local Businesses
Personality Visitor!
Visitor!
Rational, reasonable
Attracting visitor through historical resources Budget Cut Staff!
Location
Enforcing the relationship with local business Italy
Social life
He lives with his wife and 1-dog in a
Strong city vision house in Rome. He likes spending time
with his family. When he has some free
times he visits Lancaster with wife for
meeting his sun.
Work life
He is a professor of architecture. Figure 11 What can design do for V.I.C?
Persona for
Opportunities Threats
APPENDIX 5: Actual scenario target attitude
Figure 7 SWOT analysis
Lack of directive Reason Problem Result
Still lack of
information 12
directive information Young generation! Old generation! Foreign visitor!
6
Lack of motivation to
enter into the centre Too wide a range of
Through more in-depth exploring, the problem of no feedback and Weak Vision for V.I.C merchandise
If you were! owner,
Lack of Tourism Resource what !
! would you do!
!
lack of CRM surfaced; this is a crucial issue in interaction with Display methods too for!V.I.C!
?!
No strategy with simple
end users (visitor and resident). A case study of Blackpool VIC Lack of Feedback weak brand identity
Finding
provides a clue to where we are and where we want to go via Lack of distinction in more
Lack of reputation No user centric design products Historical
design intervention. The issue brings insight for both visitors and on Product Value and
Inconsistent ranges making it
staff into motivating people to visit and stay. The researcher valuable
No packaging
for souvenir
believes that design also enhances the information offered and
Too high desk for
Too much information & Proud
communication Reinvented On the map Distinctive Boasting
No interesting
visitorʼs book
ownership via the active attitude of staff that is one of existing
Too complicated
resources of VIC. Through evolving brand identity with design,
the ambiance,
color and
visitors will stay longer and take away happy memories. The VIC contemporary, quality & eclecticism
11
historical & enjoyable visitor expected of a
leisure and
has an opportunity to make user experience a top priority and attractive city tourism destination historic
university city Together ! Telling
Lancaster
achieve worthwhile goals. A combination of valuable story and Aesthetic Desirable Recycling & Friendly Major centre
Friend!
visitor!
visitor!
Friend!
Family!
visitor! Staff as actor!
Family!
Qualities Re-use for
user-centric approach results in a unique design strategy “Telling learning
education
Lancaster together with friends, family and visitors” (Figure 8). It
APPENDIX 3: Question Cards with general pubric new &
means continual branding development through collaboration with place to live
contemporary
& work
design
The reason why I go to Lancaster brand image “Heritage travelers stay longer and spend more money”
existing resources of people and history, to create stories unique to Mccormick (2007)!
visitor information centre on the trip is ... might be.....
Lancaster – the witches, Royal family and War of the Roses.
People want to hear live stories based on authentic historical
Spending
time
New vision Matching City vision
to wait train Lancaster
MAP Local shop Duke
time University
attraction
backgrounds (Speno, 2010:20), and it will have a positive effect
Lake District Witch
Ticket
Hotel on physical things, such as tourist merchandise and atmosphere.
Souvenir
Lancaster
Castle Williamson
travel Park
information Historic city
However, the strategy still remains of communicating with end “Telling Lancaster together with friends, family and visitors”
users, creating a prototype for designers to get feedback, reduce
SIL: Seungil Lee SIL: Seungil Lee
risk and make ideas visible (Carlopio, 2009: 137). Figure 8 Visioning process through exploring
Design Process Design Story

42. Thanks