VMLY&R has launched its flagship ‘immersive experience space’, The Home of Connected Brands. After an early tour of the space, The Drum sat down with global chief digital officer Debbie Ellison to talk about the future of hybrid experience and new modes of connection.
Today, VMLY&R has unveiled a space dedicated to exploring frontiers in brand technology. Dubbed The Home for Connected Brands, the ‘experience space’ in WPP’s London home, the Sea Containers campus, will be a major pillar in the agency’s efforts to connect brands and consumers through tech.
Across six ‘experiences’ – ‘home’, ‘play’, ‘social’, ‘out of home’, ‘QSR’, ‘flagship 2.0’ – the agency will use the space to exhibit boundary-pushing technology, tailored to what their clients need.
‘Flagship 2.0’ is the centerpiece: a revamped and relocated iteration of VMLY&R’s existing experience room where the agency will be able to road-test creative executions in immersive mock-ups of stores