The lab brings together a team of 20 strategists, experienced designers, design technologists, and engineers, led by Adam Fowler, Victor Fontan, Carmina Correa, and Joe Oliver (pictured).

The lab combines behavioural insight, design craft and business strategy, with focus areas including connected commerce ecosystems, scalable experience systems, and AI-based marketing transformation.

The company said it has made the move in response to growing demand for CX and brand design marketing transformation in Japan and South Korea.

The launch follows Publicis Groupe’s move, earlier in 2026, to restructure in Japan and South Korea (JSK), bringing together its business in the two countries under a new connected leadership and operating model for the sub-region.

Experience Lab is currently working with brands across the company’s JSK client base in automotive, luxury and regulated sectors.

Adam Fowler, SVP business director and head of experience at Publicis Groupe Japan, said: “Experience Lab was built to help brands move faster and smarter in a landscape shaped by AI and evolving user expectations.”

Gareth Mulryan, chief executive, Publicis Groupe JSK, said: “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.”