Dentsu Lab in London Officially Launches

dentsu UK&I announces the launch of Dentsu Lab in London, a pioneering Creative R&D studio founded in dentsu Tokyo, designed to reshape the future of innovation. The global rollout of the Dentsu Lab network was revealed during the Cannes Lions Festival of Creativity in June this year, with a mission to push the boundaries of what's possible. Focused on key areas like AI, VR/AR, interfaces, and data analytics, focussing on applications of emerging technologies to drive societal impact. Dentsu Lab in London is set to become a centre of excellence for transformative technology and creativity working towards a shared mission to innovate human experiences that move people’s hearts, impact business, and improve society.

The Lab goes beyond addressing today’s challenges—it will envision and create the products, services, and experiences of the future. Designed as a powerful tool for brands aiming to stay ahead of emerging trends and drive sustainable growth, Dentsu Lab in London will empower brands to navigate change and pioneer innovation. By fostering collaboration among clients, startups, academic institutions, and technology partners, the Lab will seek to unlock new opportunities and fuel groundbreaking advancements.

The Lab represents a strategic advancement in dentsu’s commitment to innovating for impact, reinforcing its leadership in technology-driven creativity. It also underscores Dentsu UK&I’s dedication to delivering solutions that align with the Sanpo Yoshi three way win out comes principles benefits to the seller, to the buyer, and to the local community —ensuring that every innovation does good for all stakeholders.

A Legacy of Global Innovation

Building on the global success of Dentsu Lab in Tokyo, founded in 2014 by dentsu’s global chief creative officer Yasuhara Sasaki, Dentsu Lab in Tokyo’s award-winning team has already pushed the boundaries of emerging technologies spanning artificial intelligence, blockchain, biometrics, and virtual reality. The team’s groundbreaking work, including ‘Project Humanity’ and major global events such as the Tokyo Paralympic Games, has been recognised on the international stage, winning accolades at Cannes Lions and D&AD.

As an innovation hub for creative R&D, the Lab will drive collaboration across dentsu’s network of global practices, spanning CXM, Media, and Creative, to deliver transformative solutions.

Proactive Innovation and Independent R&D

Dentsu Lab London will operate under two central pillars:

• Proactive Innovation: Partnering with clients to create groundbreaking products, services, and experiences that redefine industries.
• Independent R&D: Conducting autonomous research to push the boundaries of technology, exploring new applications in the creative industries and beyond.

Leadership of Dentsu Lab in London

The London Lab will be led by Indy Saha, chief experience officer for dentsu UK, and Alex Hamilton, head of innovation at dentsu UK. Together, they bring unmatched expertise in creative technology and business strategy.

Indy Saha, with over 25 years of experience at the intersection of digital innovation and creativity, has held pivotal roles at global companies like IDEO, McKinsey, and Google, where he co-founded Google Creative Lab. His work with XBox and adidas makes him a leader in crafting next-generation experiences.

Alex Hamilton, a commerce specialist, has spearheaded innovative projects for major brands like ABInBev, Asda, Diageo, LEGO, and Swarovski. His expertise lies in blending creativity with technology to deliver breakthrough solutions.

First Clients and Technology Partnership

Dentsu Lab in London will launch with partnerships from On and Virgin.

14 years after its market debut, On continues to drive industry-disrupting innovation in premium footwear, apparel, and accessories for high-performance sports. Recently, it was ranked number 12 on Fast Company's list of the world’s most innovative companies, 2023.

Virgin is one of the world’s most recognised and respected brands, renowned for challenging the status quo and creating extraordinary customer experiences, while championing people and the planet. Created in 1970 with the birth of Virgin Records, Sir Richard Branson and the Virgin Group has gone on to invest in, incubate, and grow successful businesses in range of sectors including travel & leisure, financial services, health & wellness, technology & internet-enabled services, music & entertainment, media & mobile, space, renewable energy. 

Dentsu Lab London is also proud to announce Microsoft as its first technology partner. By harnessing Microsoft’s cutting-edge AI and cloud solutions, the Lab will empower clients to create more dynamic, data-driven, and scalable innovations. This partnership enables Dentsu Lab in London to deliver transformative, future-focused solutions that will redefine how brands engage with their audiences.

Frederick Borst, head of digital innovation of On, shared, “At On, innovation is in our DNA. Our collaboration with Dentsu Lab in London allows us to unlock even greater possibilities, combining cutting-edge technology with our mission to create meaningful, unforgettable experiences for our community.”

Fiona Ross, Virgin brand and creative director, added, “We are delighted to collaborate with the Dentsu Labs team. Virgin relishes this kind of creative experimentation and the opportunity to use emerging technology to make a positive difference in people’s lives is a dream brief. We’ll look to enhance wellbeing and connection and create an inclusive and fun experience.”

Mike Grogan, media industry director at Microsoft UK, said, "We're incredibly excited to partner with Dentsu Lab in London to drive AI-powered creativity and innovation. Our collaboration will unlock new ways for brands to harness the power of data and emerging technologies, helping them stay ahead in a rapidly evolving digital landscape. Together, we aim to push the boundaries of what's possible and shape the future of creative solutions for some of the world’s most forward-thinking brands."

Social Impact Focus with UK for UNHCR

Dentsu Lab in London is deeply committed to using technology for social good, and its collaboration with UK for UNHCR, the UN Refugee Agency, marks a significant step in that direction. The Lab is set to host an ambitious tech hackathon, bringing together the brightest minds from the tech community, startups, universities, and creative industries. This event will focus on developing innovative, tech-driven solutions to tackle pressing global challenges, starting with challenges facing refugees.

Participants will be tasked with creating solutions that can address real-world issues faced by forcibly displaced people, including access to essential services, digital identity, education, and employment. By leveraging emerging technologies. The hackathon aims to develop scalable and impactful solutions that not only provide immediate support but also pave the way for long-term, sustainable change.

As the world shifts towards a green transition, we stand at a critical juncture—one that could lead to a fairer future or leave marginalised groups, such as forcibly displaced communities, behind. Refugees, disproportionately affected by climate change and economic shocks, face both risks and opportunities as industries undergo seismic change.

Central to global climate discussions, the concept of a just transition promotes inclusive green economies, with an emphasis on social inclusion, better jobs, and equitable wealth distribution. However, refugees’ needs are often overlooked in these strategies, despite their vulnerability and untapped potential.

Indy Saha, chief experience officer at dentsu UK, commented, “Dentsu Lab in London is more than just an innovation space—it’s a playground for imagination and future-forward thinking. We’re not just solving today’s challenges; we’re crafting the experiences and technologies of tomorrow. The possibilities are endless, whether we’re creating new digital landscapes or exploring speculative futures. I’m especially excited about working with visionary organisations like the UK for UNHCR, using technology to address global issues like the green skills gap shortage. It’s an incredible opportunity to make a real impact on society while shaping the future of innovation.”

Yasuhara Sasaki chief creative officer Dentsu said, “Dentsu Lab in Tokyo was established as an uninhibited innovation workshop, to explore the power of technology and creativity to shape the future. We went on to pioneer many world-changing ideas, underscoring how innovation is a core tenet of dentsu’s offering.

The global expansion is responding to a changing world, where Innovation is not an option but an essential for brands and businesses. To see this begin in London, a global hub and home to some of the worlds brightest minds and most ambitious brands, is a very exciting milestone in our journey.”

A Strategic Step Forward

Angela Tangas, CEO of dentsu UK&I, concluded, “Dentsu Lab in London is a strategic investment in shaping the future of creativity and technology. By building proprietary tools, exploring new media channels, and adapting to evolving consumer habits, we’re ensuring dentsu stays at the forefront of an industry driven by change. This Lab isn’t just about keeping pace—it’s about setting the pace.”

Opening it’s doors on October 16th the launch of Dentsu Lab London is a pivotal moment in dentsu’s mission to drive both creative and technological innovation, delivering value for clients and positively impacting society.