THE
NAIVE
SIDE
'We never tire of Playing'
THE NAIVE SIDE is a creative design studio founded by designers Seok-hyeon Yoon (www.yoonseokhyeon.com) and Soowon Chae (www.soowonchae.com), based in the Netherlands.
Both studied Man and Well-being at the Design Academy Eindhoven, where they shared their values and ideas, eventually embarking on a collaboration rooted in their shared ‘Naive’ ways of seeing, designing, and living.
'Designing the attitue'
For them, ‘Naive’ goes beyond mere simplicity or innocence—it embodies authentic curiosity for new possibilities and boldness unbound by convention. To these designers, design is not simply about creating objects but about exploring the questions they encounter in life, transforming the process into a playful exploration, even with mischievous gestures sometimes. Their work focuses on the moments where a ‘Naive’ perspective takes form in design, moving away from conventional standards like convenience or standardized functionality to explore irregularity and the unexpected.
The furniture, objects, and spaces crafted by THE NAIVE SIDE bring a touch of softness and fresh delight to everyday life.
CLIENT & PARTNERS
SELECTED PRESS
BLUE CABINET
OUR JOURNEY
2025
Exhibition | <A Piece That Fits My House> with TACET CONTEMPORARY at Seoul Living Design Fair / Group Exhibition / Seoul, Korea
2024
Exhibition | <Conversations at the Table> with ELECTRONIC ESPRESSO at Travertine Workshop / Pop-up Showcase / Seoul, Korea
Cooperation | <PIƎCƎ / BLOT table / E+E side table> on sale at ALCOVA / DESIGN SHOP
Project | <SOOT> lamp launching with MOOEUIMIEE
Project | <E+E> side table launching for ELECTRONIC ESPRESSO
Project | <BOUND> series launching for PDF SEOUL
Exhibition | <BOUND series> at PDF SEOUL / Solo Exhibition / Seoul, Korea
Project | <BLOT> series launching
Exhibition | <Ephemeral Echoes: Traces of Our Time 입혀진 순간들> at Baeryeom's House in Bukchon Hanok Village / Solo Exhibition / Seoul, Korea
Exhibition | <NeeNee Collective> at COLLECTIBLE fair / Group Exhibition / Brussels, Belgium
Artist Residency | Two-month residency program at BAERYEOM's House, a registered Cultural Property No.85, at Bukchon Hanok Village / Seoul, Korea
Project | <PIƎCƎ> CHROMA CANDY edition launching
2023
Exhibition | <Limbo of Image> by Meeseek / Group Exhibition / Seoul, Korea
Project | <ROOTED> object launching for Total Marble
Project | <MIMIC>: Limited edition souvenir objects launching for the Itami Jun Museum
Exhibition | <ART TRACK Jeju> at Itami Jun Museum / Outdoor installation featuring a recycled version of the PIƎCƎ series / Jeju, Korea
Project | <PIƎCƎ> NAP edition launching
Established THE NAIVE SIDE in the Netherlands