Professor Kyung-won Chung of the Department of Industrial Design returned to KAIST after working as Seoul’s Design Czar - equivalent to a deputy mayor - for the last two years. Though the interview was scheduled right after his business trip to Europe, it was difficult to find weariness on his face, as if showing that he was already back home as a vibrant member of the KAIST family. With a welcoming smile, he showed a warm and enthusiastic attitude throughout the interview.

What is your impression of KAIST after your two year absence?
There have been many noticeable changes during the two years that I have been away from KAIST. Immediately after I returned I noticed several new buildings which I found refreshing, yet the school atmosphere was still quite gloomy due to the tragic incidents that had happened recently. However, my hope is that KAIST will find the vitality it had before, continuing to step forward as a leading educational institution.

What kind of design reform did you oversee in the past two years?
Two years ago, I first started out as the head of the Design Seoul Bureau, then finished my term as chief of the Culture, Design and Tourism Bureau. It was my honor to take the position responsible for Seoul’s overall soft power. I have concentrated on improving the quality of life for Seoulites as well as enhancing the Seoul’s competitiveness as a city through the strategic use of design.

Are you satisfied with the results?
Sure. Seoul is definitely changing. People who live abroad and visit Korea once in a while as well as foreigners who live in Seoul say that Seoul has and is continually in flux. When I hear that Seoul is becoming a beautiful city, I feel rewarded. Seoul is a rising global city with a population of over ten million and a lot of international exchange going on within. When I first thought about what foreigners see in Seoul, though, I experienced a moment of despair. It is difficult to find the beauty in dull achromatic buildings and identical apartment blocks. The Design Seoul Bureau has focused on such problems since 2007. In fact, it was Design Seoul’s first goal; I wanted to make Seoul a beautiful and healthy city, so in my position as Chief Design Officer, that is precisely what I tried to do. Putting Seoul’s citizens before me, I tried to improve Seoul’s “design” itself.

How were your efforts recognized?
On September 2, 2011 Design Seoul received the INDEX: Award in Copenhagen, Denmark. The award is given out every two years and is sponsored by the Danish royal family. Of the five categories recognized, Design Seoul came in first place in the “community” category. I felt proud of my contribution to Design Seoul during the past two years and was grateful to receive the award as one of Seoul’s official delegation.

What is your Design Philosophy and Vision?
It is difficult to define design in one sentence because it encompasses many different meanings. Peoples’ interests differ depending on their age group and generation. Therefore it is important to think about why we design. Firstly, it has to be for the people. This is why design requires a thorough user-oriented approach. Design should not be done the way designers want things to be made, but should be matched to the needs of the people in a particular societal context. I especially believe in the importance of utilizing design to bring happiness and wellbeing to social minorities such as the elderly, the young and the poor. Secondly, design should improve our lives, particularly in an economic context. Thus I like to emphasize “designomics” (design + economics) which is the idea of generating wealth through design. In order to do so, we must first promote the design industry and remember to create user-oriented designs that can also bring economic benefits. Good design should be able to present people with happiness and benefits. It is the most fundamental step towards a good quality of life.

Now that you’re back, how do you wish to contribute to KAIST?
I would like to inspire the students to be eminent designers who also take responsibility for the good of society. I want students to realize that there are various possibilities in design as a profession. This fall, I will be teaching Design Professional Practice to Undergraduate seniors and I would like them to become explorers and pioneers of the future. I believe that KAIST students will certainly make their mark in the global design community. It is time to design for society, and KAIST is a wonderful environment for students to start.