about : Selective-Amplification

Selective-Amplification is an architecture/design lab based in New York and Seoul. We believe architecture/design wants be a unique experience that selectively amplifies certain factors of our lives to make them more beautiful and enjoyable.

We are very interested in exploring parameters of our lives and their reciprocal relationships that form the contours of our lives. That being said, we want to start by thoroughly observing the way how we live, find out and understand invisible logics and variables behind the surfaces, and carve out opportunities out of possibilities by a series of procedures of selecting, amplifying and re-organizing the logics and variables based on what we believe are more important than any other factors within project-specific conditions. This design process, which we call Selective-Amplification, is to provide a framework or a communication device between the context and us that is not decisive but interactive so as we can always move back and forth between the parameters and design until we find the best fit.

about : WS
about : LK

WS (AIA / RA NY) is a co-founder of Selective-Amplification. He is a registered architect in New York state, and has been an architect/designer since 2000 working with internationally renowned design practices in New York and Seoul including OMA, SHoP Architects, Grimshaw Architects, TWBT, SOM, Gensler and Samoo Architects. He also taught numerous parametric design workshops at Harvard, Cornell, U-Penn, Syracuse university and CCNY. He is currently teaching at Sejong University as an assistant professor in Architecture department. Teaching materials and articles on parametric design can be found on his personal website, http://woojsung.com.

He received his Master of Architecture from Cornell University in Ithaca, New York and Bachelors of Science in Architecture and Civil Engineering from Yonsei University, Seoul, Korea.

LK (NCIDQ/LEED AP) is a co-founder of Selective-Amplification. She is a registerd interior designer in US, and has been an interior architect/designer for more than 10 years since 2000 working with internationally renowned design practices in New York, Seattle and Seoul including Gensler, TPG, HOK and Samoo Architects.

She received her Bachelors of Art in Interior Design from Washington State University, WA.


Selective Amplification has published online portfolio of the past 15 years.

Vol.1_Self-Employed Link
Vol.2_Employed Link


Any comments, questions? Please email us at contact@selective-amplification.net