Associate Director

Joohee is originally from Seoul, South Korea where he graduated in Furniture Design at Hongik University before moving to London in 2000 where he gained Master's degrees in Design Products from The Royal College of Art. He then joined Samsung Design Europe in London, part of a team establishing Samsung as a global leader in the consumer electronics industry. His work won many awards including IF, Good Design, Red Dot and IDEA Gold.

As well as working with Samsung Joohee has pursued his long term passion for furniture and completed several acclaimed self-initiated lighting and furniture projects that have featured in exhibitions around the world. His work is held in permanent collections including Droog Design, Wallpaper Global Edit and Seoul Arts Center.

He joined forpeople in 2012 as associate director. forpeople is a multi-discipline creative agency specialised in understanding, conceiving, communicating and delivering premium brand experiences across product, service and environment. Joohee took on responsibility for design excellence in many accounts and, with over 120 talented international creatives, developed strong relationships with premium global brands such as Adidas, BMW, British Airways, The Body Shop, The Coca-Cola Company, Cunard, Deutsche Bank, Herman Miller, Intercontinental Hotels Group, Panasonic, and Yamaha. His key projects at the firm were the Keyn Chair Group for Herman Miller and the Revstar electric guitar range for Yamaha.

Judging panel

Chloe Templeman

Creative Director
Design Bridge

Nick Finney

NB Studio

Hiten Bhatt

Head of Design

Chris Bennett

Creative Director
Start Design

Sam Stone

Creative Director
Coley Porter Bell

Stuart Wood

Founding Partner
Missouri Creative

Joohee Lee

Associate Director

Ben Griffin

Innovation Lead, Design
Innovate UK

John Mathers

British Design Fund

Paul Gray

Founder / owner
Suisse Design

Sophie Maxwell


Stephen Haggarty

Group Creative Director

Sue Daun

Executive Creative Director

Natasha Chetiyawardana

Creative Partner
Bow & Arrow

Jos Harrison

Global Design Strategy Director
Reckitt Benckiser

claudia morris

Creative Director
B&B studio

Kate Marlow

Creative Partner
Here Design