Japan – Publicis Groupe Japan & South Korea has launched ‘Experience. Lab’, a Tokyo-based hub designed to deliver CX strategy and experience design solutions for clients across Japan and South Korea.
The lab combines behavioural insight, design craft and business strategy, with a focus on delivering measurable outcomes. Its core areas of work include connected commerce ecosystems, scalable experience systems and AI-enabled marketing transformation, aimed at helping brands create more seamless interactions across digital and physical touchpoints.
The initiative brings together strategists, designers, design technologists and engineers to develop customer experience solutions where design, technology and production are integrated. The 20-member team is led by Adam Fowler, Victor Fontan, Carmina Correa and Joe Oliver.
“Experience. Lab was built to help brands move faster and smarter in a landscape shaped by AI and evolving user expectations. We believe great design not only inspires action but also transforms businesses. That is the impact we are here to deliver,” said Adam Fowler, SVP Business Director and Head of Experience at Publicis Groupe Japan.
According to the company, the launch comes amid growing demand for CX and brand experience transformation. In Asia Pacific, the customer experience management market is projected to grow from USD $3.14 billion in 2025 to USD $10.79 billion by 2033.
Following Publicis Groupe’s February 2026 announcement of a new JSK sub-region, Experience. Lab is already working with brands across the automotive, luxury and regulated sectors within the JSK portfolio.
Gareth Mulryan, CEO of Publicis Groupe JSK, added, “Experience design is now a critical pillar of brand building. Japan’s world-renowned design sensibility and our established brand design team in Korea makes it the ideal launchpad for a regional hub capable of delivering deeply crafted, connected brand experiences for our clients across the JSK region.”
