HLD
HLD is a Seoul-based landscape architecture and urban design practice, founded in 2015, delivering masterplanning and design services for Korean public-sector, institutional, and enterprise clients under a "critical intervention" methodology.
- Company typePrivate
- Founded2015
- HeadquartersSeoul, South Korea
- Headcount11–50
- GTM typeB2B
- OfferingServices
What HLD does
HLD is a privately held landscape architecture and urban design practice founded in 2015 in Seoul, South Korea, by Hoyoung Lee and Haein Lee. The firm delivers design services across multiple scales, from tactical site interventions to regional masterplanning, for public-sector and enterprise clients in South Korea, with nascent project activity in China and Vietnam. Its articulated "critical intervention" methodology positions HLD as a design partner for public parks, urban regeneration, waterfronts, arboretums, institutional campuses, and brand-experience landscapes, rather than as a supplier of decorative or stylistic work.
HLD's underlying craft is human-led landscape and urban design supported by multidisciplinary consortium participation in domestic and international competitions. Notable engagements include the Dobong Mt Camping Arboretum Masterplan for Seoul Metropolitan Government (2025), the Re(Memory+Journey) floating museum on the Han River for the Hangang Project Headquarters, the 28-dam DAMNOGWON landscape remediation masterplan for K-Water, the KIA BEAT 360 Garden for KIA Motors in partnership with Innocean Worldwide, and the YISS campus renovation. Project teams assemble with external collaborators including engineering firms, international design studios (GGN, SWA, Biohabitat, Arup), and contractors such as GEO GARDEN for implementation.
The firm operates a professional-services revenue model funded by project-based commissions, competition prizes, and direct government contracts, acquired through competitions (공모), referrals, and direct enterprise engagement. Distribution is sales-led, anchored in relationships with Korean public-sector clients and supplemented by thought leadership via the firm website, blog, Instagram (@landscapehld), YouTube (@hld1331), and recurring features in the LAK (환경과조경) magazine. The company remains entirely founder-owned with no disclosed external investment, parent entity, or subsidiary structure.
HLD firmographics
Firmographics- Name
- HLD
- Legal name
- HLD
- Website
- https://hldgroup.net
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HLD is a Seoul-based landscape architecture and urban design practice, founded in 2015, delivering masterplanning and design services for Korean public-sector, institutional, and enterprise clients under a "critical intervention" methodology.
- Ownership category
- akta.pro rank
HLD industry classification
Industry- Product category
- Landscape Architecture Services
- NAICS
- Landscape Architectural Services (54132), Landscape Architectural Services (541320)
- akta.pro primary industry
- Landscape Construction Project Management & General Contracting (HSAIABAK)
Keywords
Where HLD is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
HLD business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Landscape Architecture Design Services: Professional design services for landscape architecture projects including master planning, competition submissions, and built projects for government and private sector clients.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
HLD product offering
Product offeringCore offering
HLD is a landscape architecture and urban design practice that provides professional design services for public parks, urban regeneration, waterfronts, arboretums, campus renovations, and commercial/hospitality landscapes. The firm delivers master planning, competition submissions, and built projects for government and private sector clients, guided by its 'critical interventions' philosophy that identifies missing links between a place's current state and its full potential.
Product overview
HLD is a landscape architecture and urban design practice founded by Hoyoung Lee and Haein Lee. The firm provides design services across multiple project types including parks, gardens, urban plazas, waterfront spaces, competition projects, and masterplanning. Their approach is characterized by 'critical interventions' — seeking to identify missing links between a place's current state and its full potential to enable positive changes. The firm operates across various scales from tactile expression to regional visioning, encompassing landscape architecture, urban design, and spatial planning. Notable project categories include public parks (e.g., Chuncheon Commons Park, Hangang Art Park), campus renovations (YISS, H-Group R&D Center), arboretum designs (Dobong Mt Camping Arboretum, Orim), waterfront developments, and commercial/hospitality landscapes (KIA BEAT 360, Gangneung Hotel).
Differentiator
Problem solved
Functional benefit
Products and services
- Landscape Architecture Design Services
- Urban Master Planning
- Design Competition Entries
Companies that use HLD
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
HLD technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
HLD partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- Office OuminorCollaborated on Jeju Living Heritage international competition project for Seogwipo City
- GEO GARDEN (차용준)minorContractor and collaborator for Hangang Art Park projects including installation and landscape construction
- ILSIN / PYUNGHWA ENGINEERING / SWA / PWC / JAEKYUNG LEEcoreFull consortium partners for Tongyeong Dockyard International Urban Design Competition including engineering, design, and consulting firms
- GGN / BIOHABITAT / DONGIL ENGINEERING / BYUNG CHUL AHN / DJHA / ARUPcoreInternational collaboration for Seoul International District Waterfront competition including landscape ecology, engineering, architecture, and multidisciplinary design partners
- INNOCEAN WORLDWIDEminorPartner for KIA BEAT 360 project
- 청람minorClient representative for Dobong Mt Camping Arboretum project
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
HLD competitors and assessment
Company assessmentBroad incumbents
- AECOM: Global infrastructure and design firm with a large landscape architecture practice. Both HLD founders previously worked at AECOM (San Francisco), and AECOM competes for the same Korean mega-projects (K-Water dam program, SIDW) — typically as consortium lead.
- Sasaki Associates: Large interdisciplinary design practice covering landscape architecture, urban planning, and architecture. Comparable to HLD on masterplanning and waterfront projects, but operates at materially greater scale with global offices.
- Snøhetta: Interdisciplinary design firm spanning architecture, landscape, and urban design. Comparable on waterfront and cultural landscape projects, though materially larger and broader in offering than HLD.
Direct peers
- Gross Max: London-based landscape architecture and urban design practice of similar size. Directly comparable on masterplanning, public realm, and competition-driven acquisition model.
- OLIN: Landscape architecture, urban design, and planning studio of similar size and design philosophy. Competes for the same cultural and public-realm commissions HLD targets.
- SWA Group: Internationally renowned landscape architecture and urban design firm of comparable size and project scope (parks, waterfronts, urban regeneration). SWA is the gold-standard peer for HLD's target positioning in public realm and masterplanning work.
- James Corner Field Operations: Boutique landscape architecture and urban design practice (High Line, Queen Elizabeth Olympic Park) — directly comparable to HLD in scale, design-led positioning, and project typology. HLD's Principal Donghyouk Ahn previously worked here.
- West 8: Dutch urban design and landscape architecture firm with strong public-sector portfolio (parks, waterfronts). Comparable to HLD in design-driven competition wins and emphasis on landscape as critical urban intervention.
Regional players
- Seoul Landscaping (서울조경): Established Korean landscape architecture and construction firm competing for the same public and private Korean landscape commissions as HLD. Most relevant domestic direct peer by geography and project overlap.
- Shma Company Limited: Leading Southeast Asian landscape architecture firm based in Thailand, active in Vietnam and broader ASEAN. Comparable to HLD in scale and tropical/urban design portfolio, and relevant as HLD has begun work in Vietnam.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
HLD social profiles
Digital presenceHLD financial estimates
Financial estimateRevenue estimate
Valuation estimate
HLD leadership team
Management profileNumber of profiles
Profiles12 records
HLD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HLD M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HLD
What does HLD do?
HLD is a landscape architecture and urban design practice that provides professional design services for public parks, urban regeneration, waterfronts, arboretums, campus renovations, and commercial/hospitality landscapes. The firm delivers master planning, competition submissions, and built projects for government and private sector clients, guided by its 'critical interventions' philosophy that identifies missing links between a place's current state and its full potential.
Is HLD a public or private company?
HLD is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HLD founded?
HLD was founded in 2015. It employs 11 to 50 people.
Where is HLD based?
HLD is headquartered in Seoul, South Korea, in the Asia region.
How does HLD make money?
One revenue line is on record: landscape Architecture Design Services.
Who are HLD's main competitors?
Broad incumbents on record are AECOM, Sasaki Associates and Snøhetta. Direct peers are Gross Max, OLIN, SWA Group, James Corner Field Operations and West 8. Regional players are Seoul Landscaping (서울조경) and Shma Company Limited.
Does HLD have an API?
No public API is recorded for HLD.
What industry is HLD in?
HLD's product category is Landscape Architecture Services. Its primary akta.pro industry code is HSAIABAK, Landscape Construction Project Management & General Contracting. Its NAICS code is 54132.