Interview with PD Leung, Co-Founder of CT.LAB Experience Design, China

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PD Leung

As co-founder of C.T LAB, Leung interprets human behavior using the logic of design and experience, creating impressive visuals in the process.

Interview with the 2021 MUSE Creative Awards Winner - PD Leung

1Please give us a brief bio of yourself and your creative background.

My name is Pd Cheung. I am the co-founder and design director of CT.LAB Experience Design. I worked as a designer of digital media art for years and have integrated this form of art into various spaces. In the past and the coming years, I devote to leading CT.LAB to develop the potential of digital media and explore its commercial application.

2Tell us more about your business/company, job profile, and what you do.

CT.LAB was founded in 2013 in Guangzhou. We have an interdisciplinary team with an international perspective, providing professional and efficient design in various areas such as user experience design, interactive design, graphic design, interface design, image design, and technology development. We assist brands in developing new ways of expression with digital aesthetics. With novel design concepts, the team has successfully applied our design to various display situations. We have cooperated with many well-known brands, such as IKEA, Braun, National Geography, and HEYTEA.

3Tell us about your creative and/or design process.

We usually start with the sparks we encounter in our daily lives and expand them through the design process. We interrogate the traffic flow, examine the user experience, and stitch our findings with the Five Senses. After remitting elaboration and refinement, we will present a comprehensive solution or an art installation.

4What's your favorite part of the creative process and why?

The conversion of insights into products is the most thrilling part.

We gain insights into the pain points by observing human behavior, and then interpret them using the logic of design and experience, and perform them through new media - after all, the final results are always impressive.

5Describe your creative style and its main characteristics.

Our creative style tends to be simple, refreshing, and full of humanistic appeal. We pay attention to the relationship between nature, space, and people, and pursue the natural involvement of technology. The idea will be conveyed to our audience readily when they experience our works.

Winning Entries

IKEA 365+ Tableware | 2021

IKEA 365+ Tableware | MUSE Creative Awards

CT.LAB cooperates with IKEA in forming an experience area called '365+ tableware'. In order to improve customers...
(read more at MUSE Creative Awards)

IKEA BESTÅ Series TV Storage | 2021

IKEA BESTÅ Series TV Storage | MUSE Creative Awards

CT.LAB provides a digital experience design for IKEA BESTÅ series. In this project, we include unique scenes...
(read more at MUSE Creative Awards)

Wonderland | 2021

Wonderland | MUSE Creative Awards

CT.LAB creates "Wonderland" Immersive Interactive Experience Design in response to the theme of Foshan SUMMIT Ceramic...
(read more at MUSE Creative Awards)

Commemorating the 250th anniversary of Beethoven | 2021

Commemorating the 250th anniversary of Beethoven | MUSE Creative Awards

On the Occasion of Beethoven's 250th birthday, CT.LAB participated in an interactive musical exhibition held by...
(read more at MUSE Creative Awards)

H. Design Studio

H. Design Studio is a design agency based in the United States.