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  Beauté, 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
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Steven’s Apartment

Joongho Choi Studio undertook the job of designing space with 161 m2 from one of the tallest residential buildings located in the center of the financial district in Seoul. Our friend Steven, working actively across cultures, has shown various identities and cultures in each part of the house. The space features vague boundaries of rooms that allow experiencing abundant scenes in daily life.

Client: Private Client
Location: Seoul, Korea
Status: Completed (2022)
Role: Joongho Choi (Creative Direction), Paul Kheem, Jaeyoung Kim (Design)