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)
New Balance, 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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Xiscape Pergola

Xi-scape pergola offers a natural pathway and purposeful use through its design. Long walls supporting the roof guide visitors and serve as bases for benches. Varying ceiling heights create subtle divisions, with shifts in height and spacing breaking spatial monotony and allowing distance without full separation. A courtyard invites natural light and gently divides the open space. The design suggests inhabiting through form and composition rather than imposing a fixed function.

Client: GS E&C
Location: Seoul, Korea
Status: Completed (2022)
Role: Joongho Choi (Creative Direction), Paul Kheem, Jaeyoung Kim, Hyeyoung Lee,  Aram Song (Design)