Yubin LeeIndustrial designer in New York City. Focus in innovating product, brand strategy and experiences.



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©2024 Yubin Lee


SIMKHAI Showroom

Partnered with the SIMKHAI team to develop creative direction and visual hero moments for the brand’s SoHo retail location opening in 2022.

The space featured custom fabric-wrapped walls, seating, and display fixtures which reflect the brand’s signature cutouts and the shapes of 
the new brand icon.

Featured in Dezeen’s Top Shop Interiors of 2022
2023 ICFF Interiors Awards Finalist  - Retail

Erik Berg Kreider
Matthias Kaeding
Yubin Lee
Ellora Jaggi

Photos by Sharon Radisch

_2022
Spatial design, industrial design, creative direction

Reimagining SIMKHAI’s identity into a vision for a spatial environment required a clear and strategic approach that was not just shoppable, but also memorable and visually iconic. We wanted visitors to be fully immersed in the SIMKHAI world, while still making sure the products were celebrated and showcased in the right way.

Additional process upon request.

Fabric-draped arches derived from the brand’s refreshed geometric design language. Elements of the bespoke “S” icon reflect the brand’s innovative cutouts. The icon scales and tessellates to create a bank of geometries in an ownable visual language.
Mercer Street in Soho – a prime shopping area in Lower Manhattan.
Anchoring brand geometry in solid clothing displays and seating.