Creative Experience Lab London (CELL) is a cross-sector R&D lab focus on innovation in the design and delivery of creative experiences.
Jointly led by Loughborough University and University College London, CELL convenes researchers, creative practitioners, cultural organisations and industry partners to prototype, test and scale new tools, products, services and experiences.
Based on the Olympic Park, CELL aims to connect a growing ecosystem of companies in the creative experience economy. It will will bring together researchers, cultural organisations, and pioneering businesses to explore how emerging technologies such as artificial intelligence, immersive media, haptics, and robotics can transform the way people create, interact, and experience culture. By fostering cross-sector collaboration, CELL will support projects that enhance the UK’s creative and cultural landscape across performance, heritage, the built environment, sport, leisure, and retail.