(Left) Chairman of Sweden Design, Krister Torssell with InvestHK's Philip Kung at the recent Innovation and Design Expo held in Hong Kong

The managing director of Sweden Design, award-winning industrial designer, Johan Persson, said, "A large part of the products designed and developed in Europe are in the end realised and manufactured in Asia. It has become essential for designers to establish a platform closer to this part of the product development phase. Apart from this, we hope to initiate co-operation and exchange of experiences in education, development and professional practices in the region."

In 2004, four of Sweden's leading industrial design firms established a joint venture in Hong Kong - The Hong Kong Sweden Design Alliance to research the maturity and potentiality of the Asian market. Now the venture has taken a further step by establishing Sweden Design Ltd as a permanent design organisation in Hong Kong.
 
Mr Persson explained that by adopting a multi-disciplinary team approach, the company is able to provide designs of more than sheer aesthetics. Design in homogeneous markets has become one of the main drivers in creating differentiation in innovations and consumer based development. It has raised design to a business level which demands deeper knowledge from the design team.

"We base our design on a proven methodical process and research in consumer insights that creates market impact. Based on this new platform in Hong Kong, the design team will work closely together with the clients' organisations to create designs for their unique market situation and support them with decades of experience and internationally awarded industrial designs and design management," concluded Mr Persson.

The Head of Business and Professional Services at Invest Hong Kong, Philip Kung, welcomed Sweden Design Ltd to Hong Kong.

"Hong Kong is recognised as Asia's design centre, with a high concentration of local and foreign design practitioners and firms in various disciplines. They contribute to the creation of many of the world's most famous designs and popular products. This cluster of designers has strengthened the overall offering of Hong Kong to overseas investors," said Mr Kung.

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