The new unit, led by design director Chi-Shan Cheung, will work alongside Landor's existing branded environment (BE) teams in London, Dubai and New York on global briefs with a particular emphasis on China as well as taking on local projects in Asia.
Cheung, who has a background in interior design, is aiming to recruit up to two creatives to join him in Hong Kong in the first quarter, as well as potentially expanding the team to Shanghai later in the year.
"The reason for us wanting to strengthen the team is due to the growing opportunities and demand for our BE service from our existing global clients, who want to be involved with the growing Chinese market," Cheung commented.
"This in turn generates local company interest in our offer and the importance of branded environments."
The team will work closely with Landor's Asia-Pacific creative director Vincenzo Perri, as well as Peter Knapp, creative director for the European region based in London.
Cheung, who was working with Landor in London, has taken up a permanent post in Asia to build up the company's branded environments portfolio in the region, after being posted to Hong Kong last year to work on a specific project.
Cheung expected most of the work in Asia to come from retailers, though added that Landor in Hong Kong has also undertaken banking, transport and corporate office BE projects. Clients include the Bank of East Asia, Procter & Gamble, Kodak, Caltex, DTC, Everland and Cathay Pacific.
"BE can be used to stimulate the consumer on different levels," Cheung said. "What is important here is not only does BE give a visual impact, it can also be used to stimulate the customers' other senses and is an integral part of the overall brand platform."
Commercial interiors are becoming increasingly important for brands competing on the global stage, he added. "Brand owners are beginning to understand that BE has much more effective impact to consumer awareness because it acts as a key touch point for consumers," he said.
Cheung has also worked in theatre design and film production since graduating from the Charles Rennie Mackintosh Glasgow School of Art.