HOK Product Design Appoints Culture + Commerce as Licensing and Consulting Agency

Firm will help expand HOK Product Design’s brand into international and consumer markets.

NEW YORK, December 3, 2012 – HOK Product Design®, LLC, an independent business within HOK that 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 healthcare, lighting, urban planning, furniture and finishes, fire and life safety, and sustainable design markets. As one of the world’s leading design management consultancy firms, Culture + Commerce 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. “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.”

“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.”

Leveraging the strengths of HOK Product Design’s industry-leading 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.”

About HOK Product Design®, LLC

HOK Product Design, LLC, engages designers who use design thinking to create innovative products for the built environment. HOK, a global design, architecture, engineering and planning firm with 1,600 employees across a network of 24 offices, established HOK Product Design in 2009 as an independent business.

About Culture + Commerce™

Culture + Commerce (, is the world’s leading design management consultancy firms. The company represents some of the world’s leading designers, including Dror Benshetrit, Yves Behar, Milton Glaser, Sami Hayek, Piero Lissoni, Paola Navone, Matthew Rolston, Philippe Starck, Marcel Wanders, Fred Segal, Kravitz Design, MIO, Christopher Lowell, HOK Product Design, Maya Romanoff, Lualdi, Molteni and COSMIT. With offices in New York and Los Angeles, Culture + Commerce has developed profitable projects in a wide range of industries—from consumer products and housewares to furniture and hospitality—for companies such as Microsoft, PUMA, Target, MAC, Rosenthal, Alessi, Cappellini, Poltrona Frau, SBE Entertainment and the Morgans Hotel Group, among others.