Chris Lee (@chrisasylum) is the founder of Asylum Creative, founded in 1999. His client list includes Aesop, Johnie Walker, Sony, Hublot, Harley-Davidson and more.
Notable projects include The Warehouse Hotel, 4fingers and Tangs.
His works can be found around Singapore, Shanghai, Chengdu, Beijing, Paris, Bali, Los Angeles, New York, Abu Dhabi, Tokyo, Venice, Kuala Lumpur and Seoul.
After winning all the awards (D&AD, Red Dot Design Award, Singapore President*s Design Award, Hong Kong Design Award and more), he judges them now (D&AD, Red Dot Design Awards, Golden Pin Design Award, The One Show, Tokyo Type Directors Club and more).
Chris has also founded many businesses and nonprofit which include (but not limited to), Artifactt, Fred Perry (SG, MY, ID), The Design Society, Asylum Shop, Assembly, CA4LA, Ally Social, Chocolate Research Facility and Fifth Ave Shoe Repair.
Chris never went to university.
George Clooney, might or might not, be related to him.
Listen to the podcast on Apple Podcasts, Spotify, Overcast, or your favorite podcast platform. You can watch the interview on YouTube here.
Links Mentioned
Connect with Chris Lee:
Website | Instagram
- Wong Lip Chin
- Aaron Wong, Studio Liba | Website
- Herzog & DeMeuron | Website
- Jeff Koons | Wikipedia
- Gerhard Richter | Wikipedia
- Van Gogh | Wikipedia
- Seven Days in the Art World by Sarah Thornton | Amazon
- Tomato Studio Design | Website
- why not associates | Website
- The Warehouse Hotel | Website
- Abilities Beyond Limitations and Expectations | ABLE
- Boys’ Town | Website
- Pentagram design consultancy
- Stefan Sagmeister | Wikipedia
- Beyond the Vines | Website
- National Gallery | New Paper
- Sedgwick Richardson | Website
- 4fingers | Website
- Calvin Soh | Misfits Interview
- Comme des Garçons
- Chocolate Research Facilities | Asylum
- Chef Pang Kok Keong | Wikipedia
- Boon Tong Kee Chicken Rice
- Edwin Tan, Bravo | Instagram
- Yong, Somewhere Else | Linkedln
- Sonar Music Festival Barcelona
- Photographer John Clang | Personal Website
- 12 Soundtrack of My Life | Instagram
- Vipassana movement | Wikipedia
- Ajahn Brahm | Wikipedia
- Timo Mayer Yara Valley | Australian Wine
- Hugh Johnson’s Pocket Wine Book | Amazon
- Fountainhead by Ayn Rand | Amazon
- Upstrs Design Studio | Website
- Produce design studio | Website
Show Notes
- 00:00:41 Story behind the painting, “Climbing Mount Koons”
- 00:03:04 The paradox of success in the world of fine art
- 00:04:37 How Chris Lee started out as a designer
- 00:05:03 Why you can’t accuse a designer of selling out
- 00:06:38 The complications of selling art in the modern day
- 00:07:55 Chris Lee’s affinity for businesses that start A
- 00:10:03 The projects Chris is proudest of
- 00:12:54 How design and branding projects are priced
- 00:16:13 Why branding projects are priced differently now?
- 00:17:05 How do you bill for interior design?
- 00:17:48 The end of the Golden Age of Creativity
- 00:19:53 The Age of Conformity
- 00:21:00 Why will Chris turn down a project?
- 00:23:11 Chris’s thoughts on Frolick
- 00:24:25 From awards to charity projects
- 00:26:08 Why Chris doesn’t submit to awards anymore
- 00:27:04 Why awards have lost their prestige
- 00:28:22 Do awards bring in more clients?
- 00:29:55 What work goes into award submissions?
- 00:31:39 How did Chris pivot, build and position Asylum?
- 00:33:43 The importance of pricing your design work right
- 00:35:46 How does Chris price his projects?
- 00:37:39 Why Asylum won’t take on heritage brand redesigns?
- 00:40:16 The experience of creating the National Gallery brand
- 00:46:27 Process of designing interiors for hotels
- 00:51:43 Why Asylum doesn’t pitch projects for free?
- 00:53:00 How Chris structures his business proposals for win-win deals
- 00:54:44 Offering business advice to clients
- 00:56:44 How to negotiate a brief to produce a successful design?
- 00:58:40 How was Asylum formed?
- 01:03:27 Process of selling a design company
- 01:07:01 The Asylum shop, newsletter and books
- 01:09:54 From wild irreverence to serious fun
- 01:13:38 The development for Asylum’s Instagram
- 01:14:52 Why every designer should own a business?
- 01:17:23 Why the chocolate business was the hardest to let go?
- 01:23:12 How Artifactt at Palais Renaissance was founded
- 01:27:32 How Chris navigates difficult clients
- 01:32:40 Anger in the workplace
- 01:33:44 How did Chris bring Fred Perry to Singapore?
- 01:35:14 How did Chris structure his business with Fred Perry?
- 01:38:26 Why did Chris keep his stores open through Covid?
- 01:39:09 Managing long and short-term employees
- 01:41:24 How does profit-sharing work in Asylum?
- 01:43:23 How does Pentagram differ from Asylum?
- 01:46:51 The value of Asylum’s company trips
- 01:51:20 How Chris motivates and manages his designers
- 01:53:57 When to pull the plug and start designing from scratch
- 01:56:49 How to find peace and letting go of perfection
- 01:58:46 How Chris Lee approaches fatherhood
- 02:01:43 Chris Lee on his Wife
- 02:02:33 What is the worst advice to give anyone?
- 02:04:02 Chris’s 6-month sabbatical
- 02:07:35 How would Chris name the current chapter of his life?
- 02:09:24 Thoughts on retirement
- 02:10:45 What Chris deems as success?
- 02:13:05 How did Chris develop his mindset?
- 02:14:22 Chris Lee’s experience with contemplation and a meditation retreat
- 02:16:25 Why is it important to take a break?
- 02:17:30 Chris’s insight on pessimists and optimists
- 02:18:21 Creatives, mental health and Covid
- 02:20:08 Chris on Jane, his oldest business partner.
- 02:22:00 Does Chris have a favorite Singaporean brand?
- 02:23:24 Chris’s favorite wine
- 02:23:52 Chris’s favorite book
- 02:25:25 Local design studios that are underrated
- 02:25:53 Recent purchase under a $100 that has changed Chris’s life
- 02:27:18 Chris’s advice to his younger self
- 02:28:03 What does Chris aspire to be?
- 02:30:27 Important routines and habits
- 02:30:48 Common misconceptions about Chris and his work
- 02:32:04 Advice for young designers
Special thanks to Khoo Guo Jie, Calvin Soh, Cherin Tan, Michelle Tan, Edwin Tan, Jason Tong, Yong, Yanda, Justin Zhuang, Weilee Yap and Jane Goh.
