Rudy Khaw on launching ‘Lobby Hours’ as an extension of personal search for creativity

Kuala Lumpur, Malaysia – Rudy Khaw has recently launched ‘Lobby Hours’, a creative practice which he also personally describes as a ‘personal extension’ of himself in terms of finding unique ways to implement creativity.

This is the latest venture from Rudy following his recent departure from airasia after 18 years. He was most recently the CEO of airasia brand co. (ABC), airasia’s branding arm, and also previously took helm of multiple branding-related roles, including being airasia’s chief brand officer prior to the establishment of ABC.

In a conversation with MARKETECH APAC, Rudy said that he already wanted to explore new ways to fuel his passion for creativity following his exit from airasia.

“I knew after parting ways with AirAsia that I would want to continue doing something that allows me to tap into my passions. I realised after leaving, that passion is creativity in whatever shape or form. Afterall, I grew up playing music, consuming lots of pop culture that I think the result or output of creativity lives around everything I enjoy,” he said.

Speaking about the concept of the creative practice, he said, “The idea of Lobby Hours was never to be positioned as an agency, as I feel that could sound limiting in what others think of it – hence ‘creative practice’ but only if it has to be labeled. I really think of Lobby Hours as a brand that’s built around me. Culture’s gotten loud, fast and transactional. I felt perhaps there’s a need for something different, more intentional.”

When asked about what makes Lobby Hours special from other independent creative practices, he said that his personal reason for discovering new things makes it more unique than others.

“I love discovering new things – that joy of stumbling across something new is such a feeling of wonderment and also inspiration. It could be something old to someone else but entirely new to me and all of that feeds how culture is shaped,” he added.

He also specified that the creative practice is driven by three key things: Curiosity, Creativity and Culture.

“I believe discovery is culture’s most creative act. So perhaps that kid-like sense of wanting to do new things, creating and enjoying what you learn along the way with others through collaboration is where Lobby Hours is different. I’d like to think I’m in my own lane as I’m not really out there to compete with agencies,” Rudy noted.

Given how the brand is an extension of himself, he also says that Lobby Hours can slip into anything that requires creative thinking and imagination, be it music, art, capsule collections of wearables and pop-ups for example.

When asked about expectations for the creative practice moving forward, he notes it will involve brand strategy–even remarking that ‘a collaboration with a timekeeping brand would be sick’.

“Brand strategy and development projects alongside campaigns will definitely be a part of what Lobby Hours will do naturally because of my background but I’m also hoping to do other interesting projects that connect with cultures and communities in different ways,” he concluded.