Meet Dong-eun Choi | Art Furniture Creator

We had the good fortune of connecting with Dong-eun Choi and we’ve shared our conversation below.

Hi Dong-eun, can you talk to us a bit about the social impact of your business?
I see design as a way to shape not just spaces, but the way we live and interact with the world.

For me, sustainability is about using natural, responsibly sourced materials or giving discarded ones a second life. We live in a world full of resources, yet so much gets wasted for the sake of convenience. That’s why I choose the slower, more considered approach. If I can create something without adding to the problem, that’s already a win. But if I can take something that’s been thrown away and turn it into something meaningful, that’s even better. More and more people are beginning to think this way, and as designers, we have a responsibility to make sustainability a priority. That’s why my studio focuses on solid wood furniture that lasts—not just for the sake of craftsmanship, but because I believe durability and sustainability should go hand in hand.

Another big thing is how our living spaces are changing. Homes aren’t just homes anymore—they’re offices, creative spaces, social hubs. This means furniture needs to be more flexible, able to adapt to different needs. I want my designs to make people’s spaces feel better, not just functionally but emotionally too. Take remote working, for example—suddenly, a living room also needs to be a workspace. In situations like this, furniture shouldn’t just be practical, it should also feel inspiring and make the space more enjoyable to be in. That’s why I focus on creating pieces that aren’t just useful, but also visually interesting and engaging over time.

Personalisation is another thing I think is becoming really important. People want to feel a connection to the things they surround themselves with. In a world full of mass-produced objects, I prefer to make things that feel unique—pieces that reflect the person who owns them. When someone finds a piece of furniture that really speaks to them, it becomes more than just an object; it becomes part of their daily life, part of their story. That’s why I like the idea of ‘companion furniture’—something you live with for years, something that holds meaning. I want my work to be more than just furniture; I want it to feel personal, something that brings a bit of joy every time it’s used.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My work explores the intersection of sculpture and furniture, focusing on mental well-being through playful, interactive design. I aim to create pieces that encourage relaxation, imagination, and a deeper connection with everyday surroundings. My designs are open-ended, allowing users to engage with them in multiple ways and discover new possibilities beyond traditional functionality.
I believe design should not only serve a purpose but also enrich emotional well-being. While art can feel distant, furniture is an intimate part of daily life, making it a powerful medium for creativity and self-expression. By introducing elements of playfulness and spontaneity, my work encourages mindfulness and a sense of presence in the moment.
The journey hasn’t been easy. Challenging conventional ideas about furniture requires persistence and a strong sense of purpose. Over time, I have realised the importance of embracing uncertainty and staying true to my vision, even when faced with skepticism. A key lesson I’ve learned is that design has the potential to shape not just spaces, but the way we feel and interact with the world.
Ultimately, I want my work to spark curiosity, encourage self-reflection, and bring moments of joy into everyday life. In a fast-paced world, I hope my designs inspire people to slow down, engage their senses, and find beauty in the unexpected.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend were visiting London for a week, I’d definitely take them on a park tour. We’d kick things off at Hyde Park, just walking around, maybe hopping on a boat at the Serpentine, and then grabbing lunch at the Serpentine Bar & Kitchen. After that, we’d wander over to Kensington Gardens, check out the palace, and enjoy the beautiful surroundings.
Next up would be Regent’s Park—it’s so gorgeous there, especially the Queen Mary’s Gardens. Then, we’d head to Primrose Hill for those incredible views of the city. In the afternoon, I’d take them to Hampstead Heath, which is a bit wilder and super peaceful, plus the view from Parliament Hill is unreal.
Afterward, we’d check out St. James’s Park, walk around the lake, and see Buckingham Palace up close. Then, we’d head east to Victoria Park for a more relaxed vibe, maybe have a picnic there.
Finally, we’d wrap up the week at Battersea Park, right by the river, and finish with a chill time at Clapham Common. It’d be a perfect week to enjoy nature, get some fresh air, and see a different side of London!

Who else deserves some credit and recognition?
I want to take a moment to thank DongHo Cho, the partner at Studio EAST×EAST. He has always been incredibly supportive, encouraging me to think bigger and push beyond my limits. He’s shown me a new perspective on the world, helping me see beauty and possibilities in things I might have missed. His insight and passion inspire me every day, and I’m grateful to be on this journey with him. I truly appreciate everything he does and how he always helps me grow.

Website: https://dongeunchoi.com, https://easteast.studio

Instagram: @dongeun_choi, @studio_easteast

Other: Public mail : dongeunchoi98@gmaill.com

Image Credits
Kolo Lee
Dong-eun Choi