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KOREA

Bae Sang-min

I Design, Therefore I Am

Creating a World With No Boundaries Through Design

“Professor Bae Sang-min exercises social responsibility with a vision for the future, and clearly demonstrates how designers can contribute to society.”
- Christopher Kirwan, professor, Parsons School of Design -

Written by Park Ji-yeon   Photographed by Studio Kenn

I Dream, Therefore I Am

When the designer Bae Sang-min came back to Korea in 2005 from New York, many people were curious to know what made him return. Those who are unfamiliar with his name may think that there is nothing strange about a man coming back to his own country. At the young age of 27, Bae became the first Asian professor at the Parsons School of Design. As New York’s leading industrial designer, he was invited to work with famous companies such as Kodak, P&G, Coca-Cola and 3M. Although we now have more background information about him, the question still lingers: what brought him back to Korea?

Bae enjoyed a fair amount of success in New York. When he was a student at Parsons, he graduated summa cum laude with an outstanding thesis and won the grand prize in the IDSA Student Design Competition. He was recruited by the world-renowned design company Smart Design, and his clients were big names in the industry. His life as a young designer was exciting and exhilarating. To keep up with the competition, Bae had to come up with better or newer designs all the time. “I realized then that I was making a beautiful trash. I was pouring my passion into making products that would end up in the trash can before being put into good use.”

Professor Bae explains his designs.

Bae started to ask himself, “Am I truly happy? Is this really what I want to do?” The more he asked, the less confident he became. He pondered what it was that he wanted to do, and finally reached a conclusion. “Through design, I wanted to create more value, fulfill the needs of 90 percent of the people, serve humanity, and help to create a better world. That was my dream, and the process of finding my dream was one of self-discovery.” This was what led Bae to return to his home country.

The shape of the lamp constantly changes according to the lighting. © ID+IM Design Laboratory

I Design, Therefore I Am

When asked what his ultimate goal is as a designer, Bae replies without hesitation that it is to be “the world’s best designer.” It is not because of the fame, but because being at the top would give him the time and space to truly enjoy designing. He knows the level he is at, and how to turn his endless ideas into reality. “It is only through design that I express myself. Designing makes me feel alive. It makes my eyes go red, and my heart start to pound, just like a crazy person. I think this is what enjoyment truly is.” He adds that you need to learn to let go in order to enjoy yourself, and that letting go becomes easier with an awareness of the essence of design.

Of course, there were times when Bae experienced despair and disappointment. When he was being interviewed for a job at Smart Design, he made all kinds of mistakes and was told to “apply in five years’ time.” However, he was not one to be discouraged. He flaunted his skills at the IDSA Student Design Competition. At the awards ceremony, where more than 2,000 designers had gathered, Bae took the stage. He said, “Turn off the lights, turn up the volume and enjoy.” The lights went out and the music came on. Bae began dancing to the beat. This was his presentation.

Bae constantly makes observations, records every detail, and engages in deep thought.

Soon, the audience joined in, and the hall was transformed into a dance club. His presentation ended when the lights turned back on. He received a standing ovation, and was named the grand prize winner. There, he met the vice president of Smart Design, who said, “Now I realize that you’re the best design student in New York.” This was how he joined Smart Design. Even today, be it day or night, Bae keeps his mind open to the flow of ideas. He does not want to restrict himself by following the typical lifestyle of sleeping at night and eating three meals per day. He constantly makes observations, records every detail, and engages in deep thought. “Why is it that some designers have the power to move people’s hearts? They have attained a degree of freedom only possible through rigorous training and self-control. Their air of confidence is what earns them respect.”

Freedom comes after a time of commitment, and getting to know the essence of design is an arduous process. Bae, who has reached the top of his profession, shines with his creative intuition. Indeed, he truly enjoys what he does.

Researchers at the IDIM Lab relax after completing their most recent project.

I Donate, Therefore I Am

As a designer, Bae places great emphasis on sharing. He believes that the world grants more opportunities for growth to those who know how to live in harmony with their surroundings. He continues to work hard and to improve his skills in order to serve the greater good.

Bae’s notion of sharing is not simply giving away that of which one has more. “To really help others, you have to teach them how to solve their own problems so they become independent and eventually support themselves.” He not only donates profits, but also runs a seed project to help developing countries become more self reliant. The aim of the seed project is to protect the cultural heritage of the countries all while creating selfsustainability. Bae has always respected and appreciated other cultures, and was grateful for the cup of tea brewed by the Maasai tribe even when a grain of sand got stuck in his teeth.

The combination of technology and emotional feeling creates some amazing products at the IDIM Lab © ID+IM Design Laboratory

Bae highlights the importance of two-way sharing. By giving to others, he feels a sense of satisfaction and joy. “Just by being born in Korea, we belong to the world’s top 10 percent, and we can spend more than USD $10 a day. Only 1 percent of the world’s population has received a college education. This leads to the question of what I can do for those who are underprivileged.” According to Bae, not sharing one’s talents and neglecting the less fortunate would be a dereliction of duty. His philosophy in life is to make good use of his talent by sharing it with others.

If given the opportunity, Bae hopes to play a part in helping children in North Korea. He has already designed solarpowered recyclable products, including furniture and electric lights. With the two Koreas heading toward a more positive relationship, Bae’s dream may come true in the near future.


  • Bae Sang-min Profile
    Professor at KAIST, Industrial Design Department

     2015
    grand prize, Red Dot Award: Design Concept

     2014
    recipient of the 10th Chotbul(Candle Light) Award

     2012
    concept Award, IDEA Award: Social Impact

     2012
    third place, IDEA Award: Commercial and Industrial

     2010
    G mark recipient, Good Design Award: Product Design

     2008
    second place, IDEA award

     2007
    grand prize and Best of the Best, Red Dot Award

     1998
    ~ 2005
    professor at Parsons School of Design

     2012
    doctorate degree at Seoul National University

     2002
    master’s degree at Parsons School of Design


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