Publicis Groupe has launched Experience.Lab, a Tokyo-based hub delivering customer experience strategy and experience design solutions for clients across Japan and South Korea. The lab brings together strategists, designers, design technologists, and engineers, with a 20-strong team led by Adam Fowler, Victor Fontan, Carmina Correa, and Joe Oliver.
Focus areas include connected commerce ecosystems, scalable experience systems, and AI-enabled marketing transformation across digital and physical touchpoints.
According to the release, the customer experience management market in Asia Pacific is projected to grow from USD $3.14 billion in 2025 to USD $10.79 billion by 2033.
Experience.Lab follows Publicis Groupe’s February 2026 announcement of a new Japan and South Korea sub-region. The lab is already working with clients in the automotive, luxury, and regulated categories across the JSK portfolio.
“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, Publicis Groupe Japan.
“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,” said Gareth Mulryan, CEO, Publicis Groupe JSK.
Learn more here.
