Dentsu Lab London

The details

Location: 10 Triton Street
Value: £840,000
Size: 4,000 sqft
Duration: 12 weeks

Collaboration underpinned this project as ODCreate were appointed to create the UK’s first Dentsu Lab. Following from projects we’ve already carried out at Dentsu’s London HQ, this was set to be a cutting-edge project making a long-lasting impact.

The brief was to construct an ‘innovative ecosystem’, offering a truly flexible but coherent space that supports Dentu’s requirements for making, pitching and entertaining.

Leaving a meaningful impression was a key focus for Dentsu Lab London, following from the parameters set by their Japanese counterpart in Tokyo. The London Lab was to become a flagship space in Europe, but with a nod to the strong design elements that are integral to the Dentsu brand.

Fundamentally, the business required an agile space that integrated seamlessly with the application of technology, allowing The Lab to perform as intended, as a transformative and empowering space.

The team

Client: Dentsu
Design: ODCreate
Photographer: ©James French

ODCreate delivered:

Multipurpose lab space
Boardroom
Display area
Hidden storage
1^st floor reception

ODCreate Design and Build Lighting Dark Finishes Fit Out ODGroup Dentsu Lab London Tones

The design

ODCreate were briefed with five design principles: a natural aesthetic, innovation, modularity, eco-friendly and collaboration. A set of words that inspired the team to venture along the road of authentic materiality – a core theme throughout.

Real concrete floors, wooden slatted walls, wood blocks, cork, concrete paint and earthy tones ensured that a textured and natural feel were brought to the fore.

The social spaces and first floor reception were given a refresh in keeping with tonality of The Lab itself, interspersed with modular seating to allow for full flexibility.

The boardroom had a simple yet effective uplift including a soft colour palette indicative of the wider space.

Challenges

A real consideration for the team was that the scheme has to be supportive of the technology within The Lab. A sophisticated, integrated AV solution was specified, all of which had to tie in with design elements including feature lighting and accent walls synonymous with the Dentsu brand.

Requirements for interactive white boards also had to be taken into account, positioning and their interaction in The Lab were tied in with the proposed furniture and finishes.

The team employed a series of acoustic panels in a simple black finish. The panels ensured the high acoustic rating needed to minimise reverberation and output levels from various technologies including virtual reality, AI and sports and gaming installations.

Collaboration

Working with the team at Dentsu was a real collaborative process. They were highly invested in the project due to the opening of The Lab being a first outside of Japan. Their excitement fed into the ODCreate team and the requirement to be at the forefront of innovation was instilled throughout the project team.

The result

ODCreate successfully delivered the multipurpose space desired by the client. Modular furniture and innovative AV solutions allow for all areas in and around The Lab to be adapted to the needs of the user.

A refresh of the reception area and boardroom have elevated the floor as a whole – supporting the look and feel of The Lab as it works to develop impactful solutions.

And The Lab itself is the epitome of style as well as substance. With depth of character, sleek design solutions, seamless integration of technology, all interspersed with the Dentsu brand, the space is primed to expose its users to transformative experiences, winning innovations and creative excellence.