The Naive Side

Based in the Netherlands, THE NAIVE SIDE is a creative design studio founded by Seok-hyeon Yoon and Soowon Chae. The duo met while studying Man and Well-being at Design Academy Eindhoven, where they aligned their values to embark on a collaboration rooted in a "Naive" way of seeing and living.

For them, "Naive" embodies an authentic curiosity for new possibilities and a boldness unbound by convention. Design is not merely about creating objects but exploring life’s questions through playful, sometimes mischievous exploration. Moving away from standards like convenience or functionality, they focus on irregularity and the unexpected. Their furniture, objects, and spaces bring a touch of softness and fresh delight to everyday life.