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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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)