SF–SO

SF–SO is an industrial design studio operating between San Francisco and Seoul, founded in 2019 by Jaehoon Jung and Hoyoung Joo. The studio focuses on simplifying the relationship between users, objects, and their environment rather than creating attention–seeking forms. Through the refinement of structure, manufacturing logic, and function, SF–SO reduces visual and physical complexity, allowing objects to exist quietly within everyday environments.This approach extends into its furniture brand SFSO–MFG®, where the studio translates its philosophy into tangible products meant to be understood through use and physical experience.