Domestic and international design experts gather under one roof
AI-related remarks prompt flurry of note-taking and photography
Attendees engage speakers with pointed questions
"It gave me a chance to think about what kind of designer I want to be — and what kind of impact I want to have."
"I feel like my perspective has broadened considerably."
Herald Design Lounge 2026, held Friday at Dongdaemun Design Plaza (DDP) in Jung-gu, Seoul, drew more than 400 visitors, filling the venue with palpable energy.
The audience ranged well beyond the design industry, with students, office workers and professionals from a wide variety of fields turning out to show their enthusiasm for the event. Domestic and international design experts gathered under one roof, and seats were nearly full before the program even began. Applause broke out at the end of every major session.
Experts' advice on design in the AI era draws strong response
When world-renowned designer Stefan Sagmeister took the stage, audience members throughout the hall raised their phones to capture the moment. Laptops and tablet computers were open across the room as attendees typed and scribbled to keep up with his remarks.
By far the dominant theme running through this year's forum was AI. With generative AI now producing images and video and working its way into product design processes, attention centered on how the role of the designer is changing. A significant number of attendees put their questions about AI directly to the speakers.
One attendee asked Sagmeister point-blank whether he uses AI. "I didn't used to prefer digital tools, but I do use it," he said, adding that even in the age of AI, person-to-person communication remains essential.
The mood in the hall shifted as the day wore on — measured at the start, warm and lively by the end. Kim Geu-ryun, a creative on Apple TV's content team, opened her session with a playful touch, projecting a game video she had made herself. Laughter rippled through the audience as she walked through the footage.
Questions for Kim also zeroed in on AI — specifically, how to use it in game development. "If you build a community and layer in a different kind of fun, expansive ideas will follow," she said.
The energy spilled outside the main hall as well. During breaks between sessions, attendees gathered at tea tables set up in the corridor to continue the conversations, while others posed for photos at the event's photo wall.
Attendees span generations, from their 20s to their 60s
The crowd spanned generations — from attendees in their 20s to those in their 60s — and drew people from fields far removed from design.
Design students and professionals agreed that the lectures could serve as a source of inspiration for their coursework and day-to-day projects.
Lee Jae-hyeon, 28, a mobile designer at Samsung Electronics, said the message of looking at the world with optimism resonated deeply with him. "I work in commercial design, but it was meaningful to have a moment to think about what kind of impact I want to make as a designer going forward," he said.
Kim Da-hyeon, 23, a university student majoring in fashion design, said the forum helped her find a reference point for a question she had long wrestled with. "It's clear that we need to use AI, but I've always wondered where the designer's role ends," she said. "I feel like today gave me some sense of that boundary. I'll keep thinking about how to apply what I heard to my own work."
Attendees with no design background said the event gave them a new entry point into the field.
Hong Ji-eun, 67, a pharmacist, said the forum prompted her to reconsider the broader question of convergence across society. "I had felt that the tension between AI and humans was intense, but it was valuable to learn about how the design world is grappling with it," she said.
Kim Seong-jun, 31, who works at a construction company, said he came wanting to hear firsthand how another industry was navigating the push to integrate AI into the workplace. "Construction is a conservative field, and I found it refreshing to see designers approach everything with such a positive outlook," he said.
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