Since 2021, Cui Zhihua have been running his design and research studio in Jingdezhen. The studio is based on the research and design transformation of materials and traditional handicrafts, and focuses on the exploration and practice of sustainable design.

 

Having worked and studied in many countries such as China, Germany, Thailand, etc., he was deeply influenced by different cultures for a long time. Therefore, while engaged in commercial design, he has always paid attention to the research and design transformation of traditional handicraft and materials behind Chinese culture. At present, he has always been committed to the personal research and design experiments in China and Germany.while ensuring the practicability of the design products, he also gives consideration to the cultural self-identification, so that the products can be better integrated into the modern home.

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When he first entered the industry, Cui Zhihua participated in DesignShanghai 2020 as Talents and received a lot of praise and was reported by international professional design media such as Wallpaper 、Elle decor and Rayli home.

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Cui Zhihua Studio is currently located in Shanghai, China and has always insisted on studying materials and handicrafts, and also provides customers with product design 、 brand strategy and upgrade services.

 

At the same time, with a focus on applying meaningful human-centered and elegant design, Zhihua strives to deliver impactful and innovative design at the intersection between physical, digital and service experiences. Currently , as an industrial designer at Panasonic China, Zhihua co-builds and leads the growth of ID portfolio of Health, maternity, pet and vacuum product lines.