The studio, called Dentsu Lab, opened on 16^th October and will be led by Indy Saha, chief experience officer for Dentsu UK, and Alex Hamilton, head of innovation at Dentsu UK.

Dentsu Lab has been formed to help envision and create products, services and experiences for the future, and will help brands to navigate change and support innovation.

As an innovation hub for creative R&D, the lab will drive collaboration across Dentsu’s network of global practices, spanning customer experience management, media and creative.  

The lab will launch with partnerships with On and Virgin, with Microsoft named the lab’s first technology partner.

The London lab is based on the company’s R&D lab in Tokyo. Dentsu Lab in Tokyo was founded in 2014 by Dentsu’s global chief creative officer Yasuhara Sasaki, and has worked on innovation in AI, blockchain, biometrics and virtual reality.

Angela Tangas, chief executive at Dentsu UK&I, said: “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.”

Saha added: “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.”