Culture + Commerce named licensing firm for HOK Product Design

Furniture Today Staff -- Furniture Today, December 18, 2012

NEW YORK — HOK Product Design, which creates innovative products for the built environment, has appointed Culture + Commerce as its licensing and consulting firm.

Since 2009, HOK Product Design has created award-winning products for the health care, lighting, urban planning, furniture and finishes, fire and life safety, and sustainable design markets.

Culture + Commerce, a design management consultancy owned by Sandow, the parent company of Furniture/Today, will expand HOK Product Design's global reach by developing an international licensing strategy.

"Culture + Commerce will strengthen our brand recognition across the world and help us make many new retail connections," said Riccardo Mascia, president of HOK Product Design, which is an independent business within HOK, a global design, architecture, engineering and planning firm. "In addition to licensing, Culture + Commerce will make important contributions to our marketing strategies."

"The global background and creativity of our people, who work on planning and design projects all over the world, give us a unique perspective that we apply to the creation of our products," said Susan Grossinger, director of HOK Product Design. "This collaboration with Culture + Commerce is a perfect next step in the growth of our product design company."

She said HOK Product Design hasn't been active in home furnishings yet, which is part of the company's interest in bringing in Culture + Commerce. Bedroom, home office, luxury home furnishings and outdoor are categories the firms could pursue, she said.

Internationally, Grossinger said HOK Product Design works with a client in France, but would like to pursue growth in regions including Asia, Europe and South America.

"We are proud to represent HOK Product Design and to work together to bolster its presence in the market," said Michele Caniato, president of Culture + Commerce. "With $3.5 billion in products specified for projects each year, HOK's extensive knowledge and point of view on design and development bring great value to its product design brand."

HOK has worked with manufacturing and distribution partners such as Steelcase, Cooper Lighting, Allsteel, Hunter Douglas and Mannington Commercial. Culture + Commerce will develop a strategic licensing and consulting program that will include a worldwide group of manufacturers and retailers.

"Our goal is to help HOK Product Design expand its market presence and increase its number of product offerings for a more diverse clientele," said Dan Levin, executive vice president of Culture + Commerce in Los Angeles. "Their creativity and experience set them apart when it comes to knowing what consumers want. We will maximize this potential to help HOK Product Design grow exponentially."