AMPDA 2023: Simon Yew on ST Concepts’ successful design philosophy

by Aisha Capulong

Simon discusses how his studio's client-centric values, through deep communication and understanding, have led to extraordinary projects

Well-spoken and incredibly witty, Simon’s compelling charm can pull anyone in from across the room. Plus, it is no question that he lives and breathes design just from the way he presents himself: stylishly sharp. With every word he speaks, real insight emits almost naturally and it is always refreshing to hear what Simon has to say. As a recipient of Asia’s Most Prestigious Designer Award (AMPDA), he advocates for designers to learn to embrace feedback, focus on the end user’s experience and develop their very own authentic style so as to set them apart in the eyes of the client.

When he himself is prompted to describe his go-to style, Simon expands on how his work focuses on being user-centric, flexible and value-oriented. He tends to prioritise clarity, and he loves blending functionality with aesthetic appeal to bring about an end result that he feels is an optimal fit for the users. If clients were to seek a certain design philosophy, like art deco or retro, Simon would then make it into something luxurious while resonating with their needs and preferences. Achieving that fine balance is an art.

Sometimes, however, he would come across ambiguous requests, or those who know what they want but aren’t able to articulate it very well. Simon has learnt to navigate these tough challenges through active listening and by asking the ‘right’ questions. “It’s a continuous learning process, but it’s rewarding when I finally get to the heart of what they need!”