To provoke individual’s narratives, pareidolia phenomenon is used as an inspiration for ‘What or Who’ collection. This ubiquitous psychological illusion is especially pronounced when you see face-like objects and is translated as an individual story by the reminiscences, facial expression or signification.




In the design process, Sim focused on transformation of the shape balancing between obviosity(the features of a face) and ambiguity(little scope for the imagination) so as to enhance wearers’ involvement.





This collection made by sterling silver has personalisable brooches and necklaces with clip-typed pendants, which allows individuals to create their stories and to explore how they might interact with viewers.