HBA Seoul
Linda Heejung Lee
Principal
Linda Heejung Lee is Principal and Head of HBA Korea. With nearly 30 years of experience in hospitality, high-end, and commercial design, she approaches each project with a refined design eye and strategic business perspective. Her strength lies in understanding both the visual and operational needs of a project from the client’s point of view.
Beginning every project with research into local context and identity, she builds narrative-driven concepts that reflect an ideal user experience. Her storytelling is rooted in cultural understanding, expressed through imaginative spatial solutions.
Linda also contributes to the local design community by organising seminars, participating in conferences, and publishing articles. These initiatives reflect her commitment to shaping both design culture and business insight in Korea. She strives not only to create beautiful spaces, but to redefine the experience of design itself – making HBA Korea a leader in creative innovation.
