In an era where luxury increasingly lives online, digital designer Sun Min Lee is quietly shaping how one of the world’s most storied brands connects with modern audiences. As part of Tiffany & Co.’s Global Creative Team in New York, and working under the creative leadership of Chief Brand Creative Officer Hector Muelas, Vice President of Creative Yannis Henrion, and Design Director Sunho Lee, she brings a thoughtful, human-centered lens to every screen-based touchpoint—bridging more than 30 global markets through web, email, and clienteling platforms.
Lee’s multidisciplinary background has laid the foundation for her culturally attuned approach. Before completing her BFA in Design at the School of Visual Arts (SVA) in New York, she studied Consumer Science and Industrial Design in Korea. That early focus on behavior, materials, and systems continues to inform her creative practice today—where empathy and clarity are as vital as composition and code.
During her time at SVA, Lee’s work earned recognition in several international design competitions, highlighting her range across digital, experiential, and data-driven design. Her promotional website for Amy Winehouse’s album Back to Black received an Honorable Mention in the New Talent Annual 2022 Awards for Website Design. Inspired by the raw intimacy of Winehouse’s music, Lee envisioned the site as a virtual bar where users could “request” songs from the album—layered with visual details like her tattoo patterns to amplify the singer’s presence. The project combined interactivity with narrative mood-setting, foreshadowing Lee’s later ability to craft immersive brand experiences.
In the same year, she was honored for her experimental poster “Do Not Disturb. We Are Having a Feast,” which blended graphic design with environmental empathy. The interactive piece incorporated real nuts onto the surface of the poster, designed so that squirrels nibbling at them would slowly reveal the message: “Do not disturb, we are having a feast.” This playful yet socially conscious project underscored her interest in designing experiences that invite participation while provoking reflection.
Her third awarded project, “NYC Park Size Comparison,” tackled urban inequality through infographics. By visually comparing green space access in affluent versus underserved neighborhoods, Lee used tree leaves as symbolic data points, transforming an abstract issue into a strikingly clear and accessible visual story. Together, these early works revealed a designer equally comfortable navigating emotional storytelling, interactivity, and systemic critique.
That ability to balance narrative finesse with design precision now shapes her role at Tiffany. Lee has contributed to some of the house’s most ambitious digital campaigns, including the immersive Tiffany Wonder exhibition site in Tokyo, the Blue Book High Jewelry digital launch, and the Tiffany x Daniel Arsham HardWear collaboration. Each experience communicates not just aesthetic excellence but also emotional resonance—tailored to the nuances of culture, language, and user expectation.
Lee also plays a key role in supporting Tiffany’s new store opening including flagship openings in cities like Milan, Ginza, Düsseldorf, and Cancun. These rollouts require a delicate balance: ensuring global consistency while making space for local relevance. Whether adapting content for a luxury-focused audience in Japan or developing assets for a new store in Mexico, Lee’s work reflects a commitment to maintaining the brand’s iconic identity while responding to diverse regional contexts.
Inside Tiffany’s compact digital team, Lee is hands-on at every stage—from ideation and QA to launch and localization. She leads email design for global deployment and contributes to the creation of modular systems that can scale across campaigns, seasons, and geographies. Whether it’s a Valentine’s Day or a Mother’s Day rollout, her design systems offer both flexibility and fidelity.
Currently, Lee is also working on a coloring book initiative for children visiting Tiffany stores worldwide—a tactile storytelling project that speaks to the brand’s broader efforts to engage younger audiences through playful, interactive design.
At the heart of her practice is a belief that digital luxury can be intimate, inclusive, and immediate. “Luxury doesn’t have to feel far away,” Lee reflects. “Thoughtful design allows people to feel seen—no matter where they are.”
By approaching heritage not as a fixed aesthetic but as an evolving dialogue, Sun Min Lee is redefining what it means to be a designer at the intersection of craft, culture, and code. Through her work, Tiffany’s legacy finds new relevance—not just online, but in the lives of those who experience it.
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