Ms Sam Lam

Sam is a creative leader specialising in Strategic Design Thinking & Innovation, Creating Shared Value, Public-Private Partnerships, and Brand Strategy for non-profit organisations. Her extensive career spans media, investment, marketing, public affairs, artech, design, and partnerships.

Currently Interim Director of Jockey Club Design Institute for Social Innovation at The Hong Kong Polytechnic University, Sam previusly served as Director of Business Development and Projects at Hong Kong Design Centre and News Reporter for Asia Television.

As a Design Thinking Advisor for government innovation projects, she focused on design for well-being, cultural preservation, public spaces, placemaking, and creative tourism. Her consultancy portfolio includes projects for Hong Kong Housing Authority, Sustainable Lantau Office, Architectural Services Department, Cultural and Creative Industries Development Agency, and Tourism Commission.

Sam served as Chief Curator and Project Director for notable initiatives including “BODW City Programme” and “Design District Hong Kong #ddHK,” which was recognised as an Innovative Cultural Project by World Cities Culture Forum 2022.

Her mega event “Chubby Hearts Hong Kong” received four prestigious awards: two special awards from “HKMA/ViuTV & Now TV Awards For Marketing Excellence 2024” for “Excellence in Marketing Collaboration” and “Excellence in Social and Community Good”; Gold Award for Culture, Entertainment & Sports Communication from “The 20th China Golden Awards for Excellence in Public Relations (2024)”; and Gold Award for Integrated Marketing Communications from “The 6th Hong Kong Public Relations Awards (2025).”

She holds a Juris Doctor from The Chinese University of Hong Kong, an MSc in International Relations from University of Bristol, an MA in Visual Art from Hong Kong Baptist University, and BA in Creative Media, and Media Technology from City University of Hong Kong.

Ageing related projects

1. “Memory Spectrum (2025) – Nurturing Dementia-Friendly Communities Through Transition” at Choi Hung Estate. This project aims to alleviate stress for individuals with dementia and their families during the relocation process by enhancing community support and fostering better communication and collaboration among stakeholders.

2. Well·being Design Guide (2024) – Design Thinking Advisor (Hong Kong Housing Authority) as defined by Hong Kong's 2024 Housing Authority Guide, is a people-centric approach to public housing that integrates physical, mental, and social health into design, focusing on concepts like green living, age-friendliness, community connection, and uplifting environments to create happier, healthier, and more inclusive living spaces. It moves beyond basic shelter to foster supportive communities by incorporating features like accessible green spaces, inclusive facilities for all ages, and design elements that encourage social interaction and positive emotions.

3. POSsible! Design Guide (2022) – Design Thinking Advisor (Architectural Services Department) – a Design Thinking Toolkit providing exemplary guidelines, methodologies, evaluation criteria and tools for various industries to create and revitalise future POSs, making POSs inclusive-, eco- , social-, play-, rest- and leisure-possible for all people, ages and abilities.

4. Toilet Tells – Public Toilet Research Study (2020) – Design Thinking Advisor (FEHD & ArchSD) – with ageing as a key demographic considered, alongside many other user groups (hikers, parents, wheelchair users) to gather diverse needs for improving public toilets in Hong Kong using design thinking. The project sought broad, human-centered innovation for public restrooms, recognizing the needs of the elderly and others for better hygiene and accessibility, as highlighted by separate surveys showing general public dissatisfaction and specific concerns from older users.