Former AirAsia brand co. CEO Rudy Khaw launches Lobby Hours

After nearly two decades with AirAsia, Rudy Khaw is stepping into a new chapter. The former CEO of AirAsia brand co. (Abc), who spent 18 years shaping one of Southeast Asia’s most recognisable brand ecosystems, has launched a new creative outfit called Lobby Hours, following his departure from the group in October 2025.

Rather than positioning Lobby Hours as a conventional consultancy or agency, Khaw describes it as a brand-led creative practice, one that reflects his personal interests in culture, creativity and discovery. The name itself draws inspiration from the role lobbies play as transitional spaces, places where people pass through, linger, exchange ideas and observe what’s next.

Khaw explained that the idea came from rediscovering his passion for creating alongside like-minded collaborators, while remaining open to learning from others. He described lobbies as spaces where “people, places and passion come together”, adding that Lobby Hours is rooted in curiosity, creativity and culture. “If you had to label it though, you could say it's a creative practice,” he said.

While still in its early days, Lobby Hours has already begun work on projects, with announcements expected in the coming months. Khaw shared that the focus will be on assignments where his approach can add value, both commercially and creatively. Brand strategy, identity work and campaigns will form a core part of the offering, but he is keen to challenge industry conventions.

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“I want to show that it doesn’t always have to be done in a ‘this is how others do it’ or ‘this is industry standard’ kind of way,” Khaw said, adding that pop culture will be a strong influence across projects. Whether it’s music, content, fashion or pop-ups, any brief that requires creativity is something he is open to exploring.

Khaw’s move into launching his own outfit comes after spending the bulk of his career on the brand side. However, he does not see this as a dramatic shift. Instead, he described it as a realisation that followed his exit from AirAsia. Growing up immersed in music, film and storytelling, he said creativity and curiosity have always shaped who he is.

“Lobby Hours is a brand that cuts across my many interests,” Khaw explained. “I believe in the joy of stumbling across something new, whether it’s old things re-seen or new things unknown. Discovery is culture’s most creative act.” Reflecting on the timing, he added that while it took time to arrive at this point, “if not now then when?”

His long-term perspective, spanning both maverick and corporate environments, has also shaped how he approaches work today. Khaw pointed out that the marketing and advertising landscape has evolved to a point where brands no longer need to play by rigid rules. With the lines between entertainment, culture and commerce increasingly blurred, brands now have more canvases to make an impact.

Drawing from his experience at AirAsia, he said he understands when brands need to push boundaries and when to be pragmatic, combining that with his own point of view. This balance, he believes, is increasingly important as brands navigate cluttered and trend-driven spaces.

Looking ahead, Khaw is clear that Lobby Hours is not chasing awards or competing directly with agencies. While he acknowledged that awards have their place, they are not the driving force behind the brand. Instead, he hopes the work produced will connect meaningfully with culture and, over time, become part of it. “I’d like to think I’m in my own lane,” he said. “It’s a brand that applies its beliefs across projects.”

He also hopes Lobby Hours will serve as a platform to spotlight the creative talents he collaborates with, noting that much of today’s cultural momentum is shaped by creatives behind the scenes.

While there is potential to take Lobby Hours beyond Malaysia, particularly across Southeast Asia, Khaw said he is not rushing into expansion. For now, the focus is on shaping the brand organically and seeing where the journey leads. That said, he remains open to cross-border projects if they align with the brand’s ethos.

Khaw concluded by reflecting on what he sees as a gap in today’s branding and creative landscape. With many brands leaning heavily on trends, he believes intentionality and taste are often lost, resulting in oversaturated clutter. “Brands don’t speak to nor connect with culture enough,” he said, adding that many creative services lack a cultural point of view themselves. Lobby Hours, he hopes, can help fill that space.

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