Second White

Innovation / New Typology | SIMETRA AI Beauty Mirror

SIMETRA AI Beauty Mirror redefines the mirror from a passive reflective surface into an intelligent beauty system capable of understanding and analyzing the user. By interpreting light, image and depth data in real time, the system evaluates skin conditions and translates them into clear, actionable beauty insights. AI-driven perception transforms routines once guided largely by intuition into more measurable and personalized care. Rather than simply adding AI features to an existing product, the project began with a broader question: what can a mirror become when it is able to perceive, interpret and respond? Designed to integrate naturally into everyday beauty rituals, SIMETRA brings professional-level analysis into the home and proposes a new typology at the intersection of AI, beauty and home experience. The product entered mass production in 2025.

Product Ecosystem / Advanced | Haier Brand Set

Second White worked with Haier to explore how multiple home appliances could be connected through a coherent product identity and brand experience. We closely studied newly married consumers in their thirties and related lifestyle groups emerging as an important market in China, identifying changing expectations around home, technology and emotional value. These insights were combined with Haier’s brand assets, technologies and interior trends to create a unified design language across eight product categories, including refrigerators, washing machines, air conditioners and induction cooktops. Inspired by familiar memories from childhood, soft surfaces and subtle lighting became shared design elements across the family. The proposal established an advanced product ecosystem in which individual appliances retain their functions while contributing to one consistent Haier experience.

Experience Design | LG Electronics Vehicle Solution

As vehicles evolve from transportation tools into spaces for work, rest and entertainment, the experience inside the cabin is becoming increasingly important. Second White worked with LG Electronics’ Vehicle Solution business to explore how advanced display technologies such as flexible, bending and folding displays could create new experiences inside future vehicles. Rather than presenting technology alone, we considered user behavior, sightlines, spatial transformation and interaction, structuring these insights into scenarios and product concepts. Through Industrial Design, Physical UI, Experience Design and Visualization, abstract technologies were translated into tangible future experiences. The project helped communicate new possibilities for LG’s display and automotive technologies and how they could create meaningful value for future mobility.

Design Strategy | LOTTE Chemical Future CMF

As technology and lifestyles evolve, materials and CMF increasingly become a language for expressing broader cultural change. Together with LOTTE Chemical, Second White has explored emerging social and technological shifts and translated them into future material and CMF directions. During the rise of the metaverse, we focused on the visual phenomenon of digital “glitch,” transforming it into colors, surface effects, materials and narratives for a new CMF concept. The strategy combined case studies with large-scale image research, balancing qualitative interpretation with quantitative visual patterns to identify signals that had not yet been clearly defined. The project received a Red Dot Award and became part of an ongoing collaboration exploring future themes such as comfort and emotional stability in the era of electric mobility.

Future Concept | Hyundai V TO V 1000

V TO V 1000 is a research-based personal mobility concept developed together with Hyundai Motor researchers to explore the relationship between future vehicles and last-mile mobility. The project began by questioning why electric scooters must remain outside after use, proposing instead a mobility device compact and refined enough to move naturally between the vehicle, street and indoor space. A multi-stage folding architecture enables an exceptionally compact form, while a magnetic cover protects the user from dirt and gives the folded scooter the character of a personal bag. The placement of the battery and major components was also reconsidered to maximize portability. The concept visualizes a new relationship between vehicles and personal mobility and received a Red Dot Award: Design Concept.

Product Identity | AYANEO Product Family

When AYANEO entered a handheld gaming market dominated by a small number of established brands, it set out to create devices for passionate gamers with diverse needs. Second White has worked with AYANEO from the early stages of the brand, helping build a scalable product identity rather than a single design solution. Through continuous feedback from its active user community, we identified different gamer profiles and translated their needs into distinct product concepts, forms, CMF and experiences. Beginning with AYANEO AIR and expanding to more than 30 mass-produced devices, including Pocket PLAY, the collaboration has created a broad yet coherent product family that continues to explore new possibilities for handheld gaming.

Advanced Design | LGE Organic Home Chef Refrigerator

Changing lifestyles, the rise of single-person households, and new consumption patterns are reshaping what people expect from home appliances. Through in-depth user research and trend analysis, we explored what future users would truly need from a refrigerator and structured these insights into new product opportunities. The result was Organic Home Chef, a modular refrigerator concept that allows functions and configurations to adapt to different lifestyles and spaces. Rather than starting with form, the project translated research findings into product architecture, usability, design and CMF. Developed as a research-driven Advanced Design proposal, the project explored how future refrigerators could become more flexible, personal and relevant to changing everyday life.

Production | CCLIME Prospin Beauty Device

Prospin is a facial care device developed through design research and strategy to create a more intuitive daily beauty experience. Three titanium balls closely follow the natural contours of the face, providing smooth contact and a massage-like care experience. Inspired by the desire for radiant, dewy skin, we developed a glossy pearl CMF that visually communicates the product’s purpose while giving it a refined beauty aesthetic. A dedicated cradle improves storage and everyday usability. Launched in early 2026, the first production run sold out and additional production is now underway. Building on this response, a compact and portable Mini version has also been designed as the next extension of the Prospin line.