Chul Bae Lee is a Corporate Senior Vice President at LG Electronics, leading the New Business Center (NBC), directly reporting to the Vice Chairman & CEO. The mission of the NBC is to develop the future growth engines and business transformation opportunities. It explores new business opportunities in various areas such as AI, Robotics, 5G, New Service Platform, Future Mobility, Autonomous Vehicle, and etc. The NBC has entire business value chain capabilities, including Consumer Research, Business Strategy, Concept Creation, Industrial and UX Design, Hardware and Software Prototyping, Product Planning, Quality & Outsourcing Management, Business Development to Go-To-Market.

Before joining NBC, Lee supervised a number of Smartphone designs as the Executive Head of the Mobile Communication Design Lab in LGE; the Prada 3.0, Optimus G, LG G2, G Pro, G Flex, Google Nexus4 & Nexus5, and LG G3. He also developed design philosophy and design language of the G Watch R, the world’s first smartwatch which has a complete round shaped display.