HYUNSOO CHOI



Industrial designer

Electronic goods, Living props, Furniture, Lighting

SU:M 37 Secret Essence-in-Cushion
Mass production completed
A Project in JOONGHO CHOI STUDIO.


Design : Joongho Choi Studio
Project Leader : Hyunsoo Choi
Project Team : Hyunsuk Kang, Sunjeong Ahn
Client : LG Health & Beautiful
Photography : Nod Lab


www.sum37.co.kr
Joongho Choi Studio designed “Sum37 Secret Essence in Cushion” for LG H&H.“Secret Essence in Cushion” is a transparent glow cushion that contains the main ingredients of Secret Essence to provide moist and resilient skin. The efficacy of the product is translated to its form that resembles a drop of thick nutritious essence. 

A gold ellipsoid lid, shaped like a droplet has a folding hinge connected to the body. It has a low rectangular profile, with a thin golden edge to accentuate the slim silhouette. Sum 37’s brand’s color, gold is thoroughly used to reflect the elegance of the product.















© 2021 HYUNSOO CHOI DESIGN. ALL RIGHTS RESERVED.