We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Xun Zuo ("XZ").
Xun Zuo is a multi-disciplinary designer whose work lives at the intersection of brand, environment, and culture. With a bold heart and a thoughtful brain, he crafts visually immersive experiences that resonate deeply with audiences. Specializing in visual identity systems, Xun is particularly skilled at bringing ideas to life through motion and 3D storytelling. His design language is playful, provocative, and unafraid to be direct. Over the past six years, Xun has collaborated with global brands including Nike, EA, Timberland, Don Julio, and MoMA, contributing to creative strategy, marketing, and pop-up retail design. He creates consumer-centric narratives that transform physical spaces into sensorial, immersive brand experiences. In parallel, Xun has worked with acclaimed contemporary artists such as Futura2000, Nina Chanel Abney, OJAS, and Stash. He led the environmental and experience design for the Nina Chanel Abney x Jordan x MoMA design store, and designed the physical space for CAFEAO—a concept café by Edison Chen that blends fashion, street culture, and café rituals. A coffee lover himself, Xun is fascinated by the café as a cultural and emotional hub that merges hospitality with retail. Originally from China and trained at Pratt Institute in New York, Xun brings a cross-cultural lens to every project. He is especially interested in how people from different backgrounds perceive and physically engage with design in real-world contexts. This sensitivity allows him to craft brand experiences that are not only visually striking, but also emotionally and strategically grounded. Xun is currently expanding his practice at the intersection of branding, experiential design, and fashion, leading culturally relevant projects that challenge conventional boundaries and speak directly to audiences.
Xun Zuo Designs
We are pleased to share with you original and innovative design work by Xun Zuo.
Xun Zuo Design - Roots Zines
Designer Interview of Xun Zuo:
DI: 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?
XZ : As I grew up, I developed a strong passion for comics and illustration. Later, my interest expanded to fashion and the creative worlds of renowned brands and designers. The intersection of these influences naturally led me to pursue a career in graphic design.
DI: What is "design" for you?
XZ : Design is the rational analysis of emotional needs, followed by the search for thoughtful solutions.
DI: What kinds of works do you like designing most?
XZ : Sports, fashion, lifestyle, and immersive experiences—all through the lens of brand expression.
DI: What is your most favorite design, could you please tell more about it?
XZ : There’s a lot I enjoy, but I’m especially drawn to bold, unconventional, and boundary-pushing interdisciplinary design practices.
DI: What was the first thing you designed for a company?
XZ : At the start of my career, I designed business cards and packaging for a number of restaurants.
DI: What is your favorite material / platform / technology?
XZ : ChatGPT said: Metal, silicone, frosted glass, CNC machining, and 3D printing.
DI: When do you feel the most creative?
XZ : After my coffee run.
DI: Which aspects of a design do you focus more during designing?
XZ : Balance across shapes and colors.
DI: What makes a design successful?
XZ : People repost it, wear it, and talk about it.
DI: When judging a design as good or bad, which aspects do you consider first?
XZ : Is it popular? Is it to deliver the information correctly and efficiently?
DI: From your point of view, what are the responsibilities of a designer for society and environment?
XZ : Designers play a role in shaping public understanding of beauty—making the pursuit of it more efficient, accessible, and sustainable.
DI: How do you think the "design field" is evolving? What is the future of design?
XZ : Design is a tool in service of society, and as society’s modes of production continue to evolve, so too must design. The future of design lies in using new tools to solve problems that, at their core, remain much the same as today.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
XZ : Nothing is ever 100% original. I draw inspiration for innovation from great artists, designers, craftsmen, musicians, and athletes.
DI: 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?
XZ : My personal style leans toward the playful, bold, and colorful, but in my practice, style is always in service of the client.
DI: 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?
XZ : I moved from my hometown to New York City. My heritage shaped my work ethic and resilience more than my aesthetic or style. In New York, I’m exposed to a rich diversity of design and art—but the cost of creative practice is undeniably higher.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
XZ : Find the one person who genuinely loves your product or service; that's where everything begins.
DI: Can you talk a little about your design process?
XZ : Receive the brief, sketch ideas, brainstorm with the team, refine the concepts—then repeat.
DI: What skills are most important for a designer?
XZ : listening
DI: Who are some of your clients?
XZ : Nike, US Soccer, MoMA