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Innovation Lab

Meet Arq our dedicated innovation arm

Built to push the boundaries of immersive media marketing. It’s our R&D playground, where we shape the future of virtual worlds, gamification and experiential storytelling. 

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Helping our clients unlock the possibilities of immersive media and emerging technologies to drive marketing effectiveness.

Driving bold, next-level innovation in our brand experiences and acting as an innovation studio and business incubator for emerging technologies.

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If it’s new, next and game-changing – we’re on it.

Our Innovation Work

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Your guide to new realities

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AI

Artificial Intelligence: computer systems that are trained to respond with ‘intelligence’ to tasks.

IRL

In real life; in this context referring to physical, live experiences.

A person walks through an art exhibit in an innovation lab, surrounded by tall, brightly lit digital screens displaying colorful abstract patterns; several other people view the displays in the background.
A large digital billboard displays a colorful Pokémon-themed van with Pikachu and other Pokémon riding on top, driving down a road. The sign, brought to life by the innovation lab, promotes Pokémon Post on Tour and announces Coming in 2024.

Anamorphic billboards

Creating the effect of 3D billboards to trick the eye and appear to be extending out of the billboard.

Faux OOH

Often also referred to as CGI OOH (Out-of-Home) this is augmented digital content overlaid onto a seemingly real physical environment to make it seem as if it happened for ‘real’; even though it only exists as digital content.

Aerial view of the London Eye, digitally altered so its capsules and frame appear bright pink with intricate patterns—resembling an innovation lab’s vibrant creativity. The River Thames, city buildings, and hazy skyline form the backdrop.

Generative AI

Artificial intelligence that has been trained on large amounts of content (written, visual, moving image) in order to generate ‘new’ content in response to more complex tasks it is set. This spans LLMs (large language models, such as ChatGPT and Bard), to Chatbots to Virtual Assistants/Humans/Virtual influencers.

IVL

In virtual life – a play on IRL, to cover virtual experiences and virtual worlds or realities.

Spatial computing

Uses spatial data to create immersive and interactive worlds (this is the tech that’s powering XR/AR/VR).

A smiling child wearing a virtual reality headset reaches out toward blue butterflies, blending real and virtual elements in a brightly lit innovation lab.

Mixed Reality

Blends the real world with the virtual world.

TR

Through reality: converged experiences and activations that cross physical, digital and virtual.

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The Metaverse

3D immersive and interactive experiences, often gamified, normally experienced through an avatar (your digital persona) where you can explore, play, interact, buy digital goods.

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URL

In this context, referring to digital; URLs are the web addresses for digital content on the internet.

Web3

The next evolution of the internet: immersive, 3D, social, gamified, decentralised (not owned solely by Big Tech companies) and community and creator driven.

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Virtual words

These can be built on the blockchain (across Metaverse platforms, such as Decentraland, Spatial, Sandbox), or on web-based/enabled Games, such as Roblox, Minecraft, Fortnite or stand-alone, such as virtual stores.

A person holds a smartphone displaying an augmented reality app, developed in an innovation lab, that overlays digital information about a statue or monument, with the real-world scene visible in the background.

XR

Extended reality: Encompasses all immersive technology, including VR, AR and creating fully immersive virtual worlds.

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+44 (0)800 099 6077

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We Are Collider is part of the We Are Group; a collective of agencies that build unforgettable brands, by creating experiences that ignite shared meaning between audiences, brands and culture.

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Our Work

Our Approach

Arq Innovation Lab

Our Thinking

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People & Planet

Contact Us

You’ll find us here
Unit 4, 156 Bermondsey Street, London SE1 3TQ

hello@wearecollider.com

+44 (0)800 099 6077