PAUL’S WORLD

Maison Korea

The VEAM Interactive headquarters is a physical embodiment of the unique worldview of its founder, convergence designer and media artist Hong-rai Cho (Paul C.). The space, where digital and analog coexist, presents an entirely new visual and sensory experience unlike anything seen before.

At the top floor lounge—designed with the motif of a home—the angles are tilted by 15 degrees to add playful intrigue. Conceived as a digital therapy space, the system automatically measures a visitor’s physical condition upon entering and generates the colors, scents, and music most suitable for their state. “When you open the door, you’re not greeted by a dark, empty house,” explains Cho. “Instead, you are welcomed by rosemary scent that relieves headaches, a personalized color, and music in C major. I wanted to create a space where people could directly experience such a concept.”

The terrace, designed in a Zen style, features a monumental maple tree as its centerpiece.

A pipe organ—originally built for a convent during World War I—fills one wall, while large glass windows, digitally processed through custom software, shift between transparent and opaque according to programmed signals.

On the fifth floor, the lounge styled as a home evokes warmth

while walls along the stairway are punctured to display artworks.

Above the historic pipe organ, LED flames flicker like a burning torch. A liquid-magnet sculpture rolls within a frame like a living organism. Walking through VEAM Interactive’s headquarters, the word most often heard is “Wow.” Visitors’ eyes dart endlessly, overwhelmed by the imaginative ideas realized in physical form. Over two and a half years, Cho personally directed everything from design to construction, resulting in a building entirely different from any conventional office space.

“The concept is Unexpected,” Cho explains. “That’s the charm of digital—it can suddenly add drama where you least expect it, or push the physical limits of space with wit. I wanted to show that here.” As a convergence designer, Cho’s central pursuit is to create nuance with digital tools. Like the cartoonist he once dreamed of becoming, he manifests what once existed only in imagination—digital is simply his most familiar instrument.

The VEAM Interactive portfolio is too extensive to list in full, but includes major works such as new media installations at COEX, Hyundai Motor Studio, Starfield shopping complexes, Hankook Tire’s R&D conference room, as well as installations for Italian luxury brand Colombo and London’s Harrods department store.

보는 각도에 따라 색다른 느낌을 내는 계단.

Every angle of the building reveals new surprises: staircases that look different depending on perspective, or unexpected mixes of analog and digital, classical and modern. Located in Nonhyeon-dong, this is Cho’s ninth headquarters. Having founded his first company in his late twenties, he was always directly involved in interior work, which naturally nurtured his interest in architecture. “As a convergence designer, I wanted this building to embody the same principle—mixing different elements together. But the key is making them blend harmoniously. In a way, this was training for me: constantly matching and testing what works together, while observing people’s reactions.”

Although digital is often associated with coldness, his building radiates warmth. The artworks displayed in the underground showroom, such as a triptych themed on love, also exude tenderness despite their digital foundations. Cho himself continues to work as a media artist under the name Paul C.

“I’m analog to the core,” he says. “I was just fortunate to encounter digital technology early. As part of Generation X, I understand the nostalgia of analog while also having been quick to embrace digital.” His life, full of bringing ideas to reality, seems far from leisurely. Asked why he does not pursue a slower, more balanced lifestyle, he replies simply: “It’s the desire to express. I still have so many things I want to do. I love music too, and I’m planning to release a digital single soon.”

Then he adds with a smile: “Am I too busy? Not at all. It’s fun.”

The photograph on the right is Pian by artist Yongho Kim. Taken after spending an entire day immersed in water, the work conveys its subtle nuances. To allow viewers to fully sense this atmosphere, the sofa opposite was designed with a lower platform.

The space was divided not by walls, but with transparent cactus boxes.

The second-floor gallery of Pauling Mansion, home to VEAM Interactive, is currently exhibiting works by artist Jungman Kim.

Large windows were installed to allow sunlight to reach all the way down to the basement.

A framed object created by liquefying magnets, designed to move automatically in response to signals.

The window in the first-floor lobby was designed based on the initials of the company name, VEAM. Made with dichroic glass, it changes color as the light shifts.

The office of CEO Hong-rai Cho features distinctive IKEA lighting, creating a futuristic atmosphere.

A view of VEAM’s lobby, where the harmony of analog and digital stands out.

The “V” at the entrance was created 10 years ago, inspired by the initial of VEAM Interactive and Vinyl-I.

In the basement showroom, visitors can also view works created by CEO Hong-rai Cho in his role as a media artist.

In the R&D room, projects are actively in preparation.

A space created in the language of a designer, not an architect, feels distinctly different from an ordinary building.

Editor |  문은정

Photographer | 박상국

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