Interview for ELLE DECOR Korea 《THE TOOLS》
28 August 2025
Led by Sukwoo Lee, SWNA is an industrial design studio that values the process over the outcome, always starting from the very essence of a subject. Since its founding in 2016, the studio has carved out its own unique trajectory, seamlessly moving between everyday objects and global projects—from Starbucks cups and design strategies for Google, Dell, and BMW, to LVMH’s Hublot clock tower and the 2018 PyeongChang Winter Olympics medals. Now, as the boundaries between physical spaces and digital services reconnect, Lee spoke about his latest experiments with the unfamiliar languages of robotics and physical AI.
