The Drum

Building a digital hub in the heart of London

About the project
About the project

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.

Visit The Drum Labs
The Drum building facade
The venue
The need
The need

A real-time living laboratory

As digital-by-default marketing becomes ever-more everyday for brands, The Drum envisaged a new space for innovation–a digital/physical venue designed as a content generating machine showcasing marketing innovation in all its forms.

Front-of-house, a coffeeshop-slash-exhibition space showcases the future role of retail technologies, testing new ways to shop, and build loyalty, through embedded digital experiences and experiment with new approaches to brand engagement.

The venue

A hybrid-ready event space

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.

The Drum stage setThe Drum LecternThe Drum stage detail
The legacy
Creating tomorrow
The facade
The facade

Bringing the Labs to life

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 Drum augmented reality building facadeThe Drum augmented reality building synthesiser
The legacy

A broadcast home

Since opening, the Drum Labs has played host to a number of events and shows–each shot before a live studio audience, content is instantly captured and shared live across the Drum channels.

Creating tomorrow

“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.”

Gordon Young, Editor in Chief, The Drum