The global architecture firm behind the new £1.5 billion Shanghai Tower is launching a new practice office in Birmingham.
The new 3,000 sq ft studio is due to open in September and fit-out is currently under way.
The Birmingham office will be led by Alistair Cory who will be based full-time in Digbeth and responsible for developing the company's presence in the Midlands and the UK regions.
Gensler said it planned to grow the new Birmingham office organically to a team of between 25 and 40 staff.
It added that it wanted to conduct most of the recruitment within the Midlands while drawing on existing expertise from within the practice.
Gensler is active in more than 30 practice areas and markets globally and says it is keen to strengthen Birmingham's approach to retail, connectivity, city living and workplace.
Duncan Swinhoe, regional managing principal at Gensler, said: "Birmingham is on the cusp of a renaissance and we are excited to be at the heart of its buzzing creative and digital district.
"We are thrilled at the opportunity to extend into new industries, partnering with local business and universities to be part of shaping the future of Birmingham."
The firm said it would be working with both public and private sector clients to deliver diverse architecture, interiors and consulting projects across the UK.
It already has a string of previous projects in the city in its portfolio including the interior of law firm Wragge Lawrence Graham & Co's new headquarters at Two Snowhill.
It also worked on the early design vision for the Birmingham Smithfield redevelopment at the Wholesale Markets site.
Piers Read, new managing director of the Custard Factory and Fazeley Studios, added: "Attracting Gensler to the Custard Factory is fantastic news for the city and for us as a business.
"Birmingham is establishing itself as a national powerhouse and the presence of global businesses that understand the city alongside our own home-grown talent helps to drive it forward and cement its future.
"The Custard Factory is the perfect home for an innovative, dynamic and creative business like Gensler.
"Our working community is a hotbed of businesses working in new industries and with exciting technologies so Gensler will be a super addition to the already brilliant blend of talented people and companies based on site."
The Digbeth estate is home to more than 2,000 people, working in digital, creative and design-led businesses.
Mr Cory, also leader of UK regional markets at Gensler, said: "The Custard Factory provides a truly stimulating environment where we can be ourselves.
"We are a creative practice and we're eager to collaborate with other local creatives and become further embedded in the entrepreneurial business community.
"Supporting local talent is extremely important to us and we have connected with major design schools in the region to offer graduates the opportunity to support native industries whilst working within a global practice."