Building a digital hub in the heart of London


The opening of the Drum Labs, a three-story experimental test-bed of digital and social technologies, marks the start of a new chapter for the leading global marketing and media industries publisher.

We worked closely with Drum Founder, Gordon Young, to support his vision for a connected event space–designed to showcase how life, work and play are being transformed by the digital revolution.

London's largest AR experience
No items found.
No items found.

With the pandemic and lockdowns still very much a reality, we wanted to build a venue that was broadcast-first, a sustainable space where physical and virtual events could live side-by-side.

Designed with flexibility in mind, the Drum Labs offers a variety of multi-use spaces, from hospitality to talk spaces, broadcast studios and demo space–a place for both fun and education for brands and the public alike.

Not content with innovation being confined to the inside of the Labs, we invited passers-by to dance to the beat of their own drum through an augmented reality effect that spanned the entire building facade.

Activated via Spark AR on Facebook and Instagram, the brutalist grid of windows transforms into a virtual drum machine, where viewers can programme, record and share their own drum loops.

The future isn't something we travel into, it's something we create. And we’re excited to be opening a space for that to happen.
The making of

Make Associates
— Concept, Creative & Software development

Production Factory
— Scenic fabrication

In research