Vice president of Philips Design Murray Camens says Hong Kong's position as Asia's cultural centre makes it a perfect touch point for the consumer product market

Hong Kong design expertise is helping Royal Philips Electronics, Europe's largest consumer electronics company, to boost its global sales.

Choosing Hong Kong as the Asia-Pacific design headquarters was a strategic move, according to Murray Camens, vice president of Philips Design. "Hong Kong's position as the cultural centre for Asia makes it the perfect 'touch point' or introduction centre for the consumer product market," he said.

Philips is set to launch a large number of consumer electronics products designed in Hong Kong - including a range of broadband, internet-ready audio/video display products and advanced technologies for the "connected planet".

Hong Kong was one of the first design groups to be established outside Europe in 1977. "Philips Design in Hong Kong has continued to develop both in importance and size to match the expanding business requirements in the region," Mr Camens said. Hong Kong has also been selected as the regional headquarters for Philips Design in Asia, and to provide infrastructure support to the other design studios in Taiwan, Singapore and India.

Hong Kong is also Philips' Asia-Pacific headquarters for other product divisions including domestic appliances and personal care, lighting and medical systems. "Hong Kong's role as a gateway to China and its close proximity to supply and production centres in the mainland are also important factors," Mr Camens said.

Close to key growth markets

Murray Carmens (right, foreground) and the Philips design team based in Hong Kong help to tackle a global portfolio of designs

Many Philips businesses have shifted their operations to Hong Kong in order to be close to key growth markets in the region and to serve the global market. Philips' also has two manufacturing sites, Electronic Devices and Philips Light Factory, in Hong Kong. With about 3,000 staff, Philips' sales from Hong Kong reached close to HK$42 million (US$5.4 million) last year.

Philips' Hong Kong design team comprises 50 professionals representing 13 nationalities. Close to 60 per cent are Hong Kong Chinese. "Our team covers competences that range from design and account management to strategic design, product design, communication design and interactive design," Mr Camens says. This cross-section of cultures and skills helps to competently tackle a global portfolio facilitated by a cosmopolitan Hong Kong.

An innovative key ring, no bigger than a packet of chewing gum that combines a camera, audio and data functions, which was unveiled recently at the Internationale Funkausstellung (IFA) fair, was designed in Hong Kong, which is also the global headquarters for Philips' audio business unit. Philips' Hong Kong design unit handles around 600 projects a year.

With the Hong Kong team consisting not only of designers, but also of social, cultural and visual trends researchers, Mr Camens said this was the bridge in both a geographic and business sense between China and the rest of Asia. "Hong Kong is well positioned as the hub serving Greater China and the rest of Asia, so it makes perfect sense for design to be in Hong Kong to support all business with interests in Asia."

Related link:
Philips Design www.design.philips.com