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Wook Choi

MA work

Randomizing Knowledge (PRIVACY)

Everyone has automatic cultural filters that mediate what they perceive in the daily course of living and interacting with people, data and systems. Cultures vary dramatically as to how much of the total environment, or context, is meaningful in communication.

Once you step into the artificially constructed anti-field in front of the mirror, the fairytale mirror start questioning ‘privacy in the UK’.  This mirror asks a question designed to illuminate the cultural and technological filters which shape our public and private lives. 

In the sense that we are forced to give up certain elements of privacy, we are subjected to arbitrary interference with our privacy. 

Respond by nodding your head for 'Yes' or shaking your head for 'No.' The more 'No' responses, the less the mirror reflects, reflecting in turn our diminishing data privacy.


  • profile
  • MA Degree


    School of Communication


    MA Information Experience Design, 2014

  • I am a brand experience maker  =  brander.

    The fast developing sensing and detecting technologies enable us to experience beyond our imagination. These new developments have allowed companies to bombard our senses using a plethora of methods of physical interaction and visual communication. We are so vulnerable because we are exposed to so many choices. Thus we are forced to deal with incoming information that we have never encountered before.

    We, humans, have a very limited ability to process information and the role of designers as a cultural interpreter are ever broadening toward anthropological, ethnalogical and cultural studies. 

    My approach to brand design combines marketing strategy with intuitive creativity. The mystery ingredient for the creation of compelling brand communications relies on developing a 'Personality' that the target audience emotively connects with. My role is the clear definition and creative communication of that character.

    Believing a notion that every object has its own unique identity, a set of information, which can be formulated as a brand, successful brand experience and good branding is more than applying a name or a logo. It must be authentic. Unique experience of an emerging brand should be delivered in a certain manner, the way which instructs people on using, accepting and digesting, even re-creating information during the transaction.

  • Degrees

  • MRes Design, Goldsmiths’ College, University of London; BA Visual Communication, Pusan National University, South Korea, 2002
  • Experience

  • Researcher, JHK Urban Research Lab, University College London, 2012-present; Director, Studio TUNGSTEN, London, 2014-present; Planning manager, OxBridge Centre, London 2007-14; Design manager, EuroJournal, London 2005-7; Art director, Studio NAK, Busan, Korea, 2000-2005; Senior web designer, Hansol, Seoul, Korea, 1998-9
  • Exhibitions

  • Work-inprogress Show, Royal College of Arts, 2014; Data Space, Victoria and Albert Museum, 2013; Work-inprogress Show, Royal College of Arts, 2013; BA Final Show, International Journal Building, Korea, 2001
  • Awards

  • First Prize, 26th Military Service Memorial Poster Awards, Korea, 2001; Bronze Medal, Newspaper Ad Competition, DAEHONG Communications, Korea, 1994