Paul Kheem
Seoul ⟷ NYC
Retail and experiential brand designer leading global and localized retail environments for premium fashion and luxury brands across US and APAC markets.
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Resume
PDF Portfolio
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(EXPERIENCES)
2025–Present, Independent Designer
2023–2025,
Coach New York
2022–2023, Fursys Inc
2020–2022, Joongho Choi Studio
(CLIENTS)
YSL Beauty, Coach, LG Electronics, Hyundai, Kérastase, WhatsApp (Meta), Kinfolk Tech, Cartier, Van Cleef & Arpels, Salesforce, Sui
(AWARDS & FEATURES)
Windowswear Award, IF Design Award, FRAME Awards, Brooklyn Museum Exhibition, Cooper Hewitt Design Museum
(EDUCATION)
Pratt Institute, B.I.D.
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paulkheem@gmail.com
Instagram
LinkedIn
YSL Beauté Love Bodega
A Valentine’s pop-up in New York reimagining the iconic neighborhood bodega as a high-gloss beauty retail environment. Developed with Mazarine, the spatial design translates the density and visual rhythm of everyday merchandising into a bold, immersive YSL universe.
Location:
489 Broome Street, New York
Status: Completed (2026)
Team: Julien Casas, Maya Adler (Creative Direction), Paul Kheem (Lead Spatial Design)
Coach Play Osaka
Coach Play in Osaka Japan
Location: Osaka, Japan
Status: Completed (2025)
Team: Joanna Roopchand (Creative Direction), Paul Kheem (Lead Design)
Mall of Emirates, Saudi Arabia, Coach Spring FY24
For the Coach Spring FY24 Global Campaign, we created a playful bouncy Tabby house activation to celebrate the launch of Quilted Tabby.
Location: Saudi Arabia
Status: Completed (2024)
Team: Joanna Roopchand (Creative Direction), Paul Kheem (Lead Design), Cierra Francillon (Spatial Design)
Seongsu, Korea, Coach Spring FY24
For the Coach Spring FY24 Global Campaign, we created a playful quilted facade and oversized Tabby bag installation to celebrate the launch of Quilted Tabby.
Location: Seongsu, Seoul, Korea
Status: Completed (2024)
Team
: Joanna Roopchand (Creative Direction), Paul Kheem (Lead Design)
Bangkok, Thailand, Coach Spring FY24
For the Coach Spring FY24 Global Campaign, we created a playful bouncy Tabby house activation to celebrate the launch of Quilted Tabby.
Location: Bangkok, Thailand
Status: Completed (2024)
Participation: Joanna Roopchand (Creative Direction), Paul Kheem (Lead Design),
Han Oh (Spatial Design)
Shanghai IAPM, China, Coach Spring FY24
For the Coach Spring FY24 Global Campaign, we created oversized Tabby bag installation to celebrate the launch of Quilted Tabby.
Location: Shanghai, China
Status: Completed (2024)
Participation: Joanna Roopchand (Creative Direction), Paul Kheem (Lead Design)
5th Ave Coach House New York
Location: New York, United States
Status: Completed (2024)
We built a conveyor belt with oversized Coach bag charms at the 5th Ave Coach House to showcase brand’s New York heritage.
Participation: Joanna Roopchand (Creative Direction), Paul Kheem (Lead Design)
Tokyo Cat Street Soho Sneakers
To celebrate the launch of Soho Sneakers, we have created oversized Soho Sneakers in the heart of Harajuku.
Location: Tokyo, Japan
Status: Completed (2024)
Participation: Joanna Roopchand (Creative Direction), Paul Kheem (Lead Design), Alice Cole (Spatial Design)
Current Page 1
Current Page is a co-living residence for the emerging generation in urban Seoul. Joongho Choi Studio has set the design strategy and is in the process of execution. The final result includes designing the common areas, various types of rooms, and building visual identity. Current Page was designed to contain the necessary service for the residents and provide shared spaces to form a sense of community.
Client: AZ Financial
Location: Seoul, Korea
Status: Completed (2022)
Role: Joongho Choi (Creative Direction), Paul Kheem, Jaeyoung Kim, Chahn Chance, Aram Song (Design)
Current Page 2
Current Page is a co-living residence for the emerging generation in urban Seoul. Joongho Choi Studio has set the design strategy and is in the process of execution. The final result includes designing the common areas, various types of rooms, and building visual identity. Current Page was designed to contain the necessary service for the residents and provide shared spaces to form a sense of community.
Client: AZ Financial
Location: Seoul, Korea
Status: Completed (2022)
Role: Joongho Choi (Creative Direction), Paul Kheem, Jaeyoung Kim, Chahn Chance, Aram Song (Design)