About

Our capable team of researchers, architects, artists, designers and engineers, offers award-winning holistic solutions including design strategy, 3D design and interactive media for fairs, exhibitions, events, retail and hospitality.

As a division of Cheil, we have been assigned to develop and design the most relevant and visible Samsung brand spaces for several years – giving us deeper insight into trends and technologies shaping the world of today and tomorrow.

MDLab People

Dion Lee

Executive Director

Boris Banozic

Executive Creative Director

Sean Chang

Senior Director

Jan Schwiersch

Creative Director

Christian Wimmer

Director

Dalhong An

Director

Oliver Ho-U Nam

Director

Younjung Lim

Director

Hang Hoon Choi

Senior Manager

Kisung Cho

Senior Manager

Kwangsun Yoo

Senior Manager

Ho-Young Kim

Senior Manager

Natalia Wimmer

Senior Manager

Judeok Kim

Manager

Ozini Youn

Manager

Haksu Kim

Manager

Philipp Giezenaar

Manager

Sebastian Friedrich

Manager

Chaelin Lim

Manager

Minhee Choi

Manager

Yoomi Suh

Manager

Hee-Soo Kim

Manager

Jaehoon Kwon

Junior Manager

Youneun Cho

Junior Manager

Yonjoo Kang

Junior Manager

Mahmoud El Hakim

Head of Design

Adrian Armasescu

Senior Designer

Yoona Park

Junior Designer

Dominik Buhr

Senior Designer

Andrei Luca

Senior Designer

Satish Kumar

Designer

Anastasija Binevic

Junior Designer

Adarsh Saravanan

Junior Designer

Kishan Kumar

Junior Designer

Bing Lu

Senior Designer

Abdullah Yoosufali
Nalakath

Designer

Sara Gamal Ezzelarab

Junior Designer

Expertise

Consultancy & Strategy

Defining goals. In the initial stage of every project, Consultancy & Strategy sets the tone of voice by defining core messages and didactic structures. By means of extensive data research, we find inspiration to build a solid foundation for our storytelling and the development of formats for exhibitions and experiences.

Concept & Design

Thinking ahead. Creativity is key in the Concept & Design phase, which gives us room to play and to head towards new and unseen perspectives.With single-minded ideas and clear expression, we strive to create emotion-oriented experiences – always keeping in mind the big picture.

Planning & Implementation

Providing success. Planning & Implementation ensure a seamless workflow along every step of the way. From the location check to approval process, from calculating and controlling budgets to technical and logistical planning, our project management team guarantees professional handling and outstanding quality in execution.

Fields of expertise

Fair & Exhibition

Showroom design

Event design

Corporate architecture

Interactive experiences

Brand experience

Clients

Awards

iF Design
Awards

2

1

Frame Award
Shortlisted

1

Annual Multimedia
Award

5

ADC
Awards

2

German Design
Awards

1

Ad Stars Crystal
Award

2

Brand Ex
Awards

1

Red Dot
Award

1

Golden Award
of Montreux

1

Red Dot Award

2

Brand EX Awards

1

Ad Stars Crystal Award

2

German Design Awards

5

ADC Awards

1

Annual Multimedia Award

1

Frame Award Shortlisted

Our network

Cheil MDLab is part of the Cheil network, together holding a wide variety of talents from different disciplinary and cultural backgrounds. These interdisciplinary groups bring diverse views to the table and make seminal contributions in shaping the brand strategies, stories and spaces that are informed by both data and human values. We humanize brands spaces by making them not only intelligent, but also by telling compelling stories through interactivity and participation in space.

Interested in working with us?