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Interview with Lin Lin

Home > Designer Interviews > Lin Lin

Editor Frank Scott (FS) from DesignPRWire has interviewed designer Lin Lin (LL) for A’ Design Award and Competition. You can access the full profile of Lin Lin by clicking here.

Interview with Lin Lin at Wednesday 6th of May 2020
Lin Lin
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
LL: An artist, a curator, also an art director of ATGBEYOND, obtained Master's degree on Polytechnic University of Milan and the EMBA of Guanghua School of Management, Peking University, also get educated on Oil Painting Department, Zhejiang Academy of Fine Arts. Set up the company of ATGBEYOND. In 2015, be one of the founding shareholders of ATG which is a listed company on the Shenzhen Stock Exchange in 2016. became a strategic partner of international brand hotel design. Meanwhile, created PAIART which is an international art creative resource platform ( A contemporary art innovations lab). Recently art works are Xi’an W Hotel (2018) and Changsha W Hotel (2020) of Marriott.

FS: Can you tell us more about your company / design studio?
LL: ATGBEYOND as a member of the listed company ATG, provide design services for the construction of world famous brand hotels: including Design & Art Consultation / Public Art/ Visual Art/ New Media Art / Intellectual Property Development. More than 10 years of continuous cooperation with international hotel groups, real estate developers, architecture, interior design agencies, ATGBEYOND actively participates in the integration of art, space, and lifestyle by Design without borders strategy.

FS: What is "design" for you?
LL: Design is an opportunity to change the world with ideas! It brings not only the unique focus of time and space, what ’s more important is to create fun for communication -A kind of life's existence and spiritual pleasure.

FS: What kinds of works do you like designing most?
LL: Artworks for W. As an art consultant for W Hotel is a great experience. The W brand originates from New York, and New York as an art capital has an important impact on the W brand style. In 1998, the world's first W hotel was born in New York. W hotel has become the focus of all cities in the world. It has become a fashion, topic, and a favorite of young generation.

FS: What was the first thing you designed for a company?
LL: Formulate project design strategy and strategy-based team organization. When the project has a creative collection of hundreds of units, it is no easy task to complete it within the time limit. Driving a high-efficiency design organization with "core creativity" is the starting point of design.

FS: When do you feel the most creative?
LL: At night or dusk, inspiration will have a chance encounter.

FS: Which aspects of a design do you focus more during designing?
LL: Exploration of unique cultural forms, fun and vision, achievability, creative interaction and experience.

FS: What kind of emotions do you feel when you design?
LL: Excitement, enthusiasm, interested.

FS: What kind of emotions do you feel when your designs are realized?
LL: Satisfaction, there are always regrets, but will always look forward to the next project to subvert.

FS: What makes a design successful?
LL: Create successful "design consumption process" and "value". The successful consumption process is positive feedback from consumer effects, media, and professional markets, and value creation includes a positive assessment of economics and sustainable development.

FS: From your point of view, what are the responsibilities of a designer for society and environment?
LL: Designers' social responsibility is reflected in promoting progress, protecting cultural characteristics, exploring the art of life, advocating technology, protecting the natural environment, and meeting future challenges!

FS: How do you think the "design field" is evolving? What is the future of design?
LL: The design field is changing, and different design fields have different characteristics. They are changing all the time: art, technology, new media, online and offline experience, virtual design, artificial intelligence goes beyond the traditional "design field" category. The future of design depends on the super fusion of art and technology based on human nature ...

FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
LL: The design style of the hotel art consultant is not a fixed description. It is based on the exploration of the hotel brand style, architecture, interior design, urban culture, end users, and designer inspiration. The influence of contemporary art has made it to explore more styles. Design method starts with the W brand and the artistic narrative of "regional uniqueness".

FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
LL: Sometimes live in New York but had some work in Shenzhen, China. Regional culture will affect the design, and designers will also affect the design; for international brand hotels, the connection between regional cultural research and brand culture will be closer to the needs of the brand and users, so not only need to understand cultural heritage in depth, but also beyond limitation of culture.

FS: How do you work with companies?
LL: As the core of the team, put forward the core concept and coordinate the design process according to the division of members in the team. Decide on design effects and key details, and start a design dialogue with clients and brand management companies.

FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
LL: Cooperation can create inclusiveness and synergy. Will give priority to recruiting young people with different expertise from excellent art and design schools. Their different design personalities are their potential.

FS: Can you describe a day in your life?
LL: While in New York the design meeting with the team was conducted via network. Due to the time difference, the meeting would last until early in the morning. Sometimes also communicate with clients online, design communication has become more convenient because of the network, it has crossed geographical barriers. What a long day!

FS: What type of design work do you enjoy the most and why?
LL: The combination of technology and art will bring more possibilities for design, singularity art, new media art, and immersive experience subvert the traditional concept. This is why liked the W art consultant type. In special cities, in urban architectural spaces, can use art to light up and create new space myths, and establish long-term artistic interaction with users, which makes us full of energy.

FS: What are your future plans? What is next for you?
LL: Use PAIART-an international art creative resource platform ( A contemporary art innovation lab), to conduct design experiments. Involved in the life of new media art, art technology, public art, art retail and future experience, through the borderless cooperation of artists, innovators, designers and entrepreneurs, create a contemporary fashion art lifestyle contemporary art innovation practice of cross-border development of life.

FS: Do you work as a team, or do you develop your designs yourself?
LL: As a core designer, proud of the ATGBEYOND team.

FS: Do you have any works-in-progress being designed that you would like to talk about?
LL: Collaborating with a well-known design team in New York to provide an updated version of art style design for some international hotel brands. In other projects, try to cooperate creatively with Italian new media artists and Los Angeles new media artists.

FS: How can people contact you?
LL: asian-wood@hotmail.com


FS: Thank you for providing us with this opportunity to interview you.

A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.


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