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Founded in 2008 by Carmen Li and named after her lucky number, 21 Concepts is a multidisciplinary studio with a talented team of editors, designers, photographers and creatives. 


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2021 was a pivotal year for many people, a time of change that we used to reflect upon our journey and lay plans for an even brighter future. 

“21” took on an even deeper significance for us as it was the year we rebranded, emerging with a new look while staying true to our core identity as a lively, tasteful and stellar creative partner. 

Building on our roots in acclaimed print media, we have diversified our business over the years to include publishing, content creation and interior design. 


We believe exceptional projects involve a lot more than aesthetics. Our work articulates our clients’ brand values through meaningful and substantial content that engages the audience.


Each of our projects exhibits the utmost levels of care and accuracy as we strive to deliver content that makes an enduring impression. 

Carmen Li

Founder 21Concepts

Carmen’s seasoned career in lifestyle media spans more than 20 years and includes editorships at the South China Morning Post, Worth Global Style Network and Westeast. She was also the creative force behind the launch of Style at the SCMP. 

Her undergraduate studies in law at the University of Chicago and masters degree in fashion journalism at Central Saint Martins School of Design, in London, help her to lead projects with succinct articulation and a high level of attention to visual details.  

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“As tastemakers and problem solvers, we work within the different disciplines of design to support our clients in achieving innovative solutions. This can be in the form of producing a stylish magazine, conceptualising an ad campaign, creating engaging visual content or designing a stylish property. ”
- Carmen Li
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