According to a statement from the agency, the new lab will serve as an experience centre and digital showroom to educate visitors and clients on the potential of advanced and emerging technologies such as augmented reality, mobile applications, interactive windows, digital tables and 3D wall projections.
The lab will be staffed by a dedicated team from Ogilvy One, and will also be used for presentations, pitches, events and internal education sessions.
In the statement, Chris Reitermann, president of Ogilvy One Greater China and Ogilvy Shanghai, described the facility as “a fusion of technology with creativity that allows us to immerse clients in the future of marketing by giving them a hands-on experience of the newest options in digital marketing and advertising”.
Ogilvy also has physical labs in London and New York, and dedicated Digital Lab teams in Singapore and Tokyo. Ogilvy Asia-Pacific chief executive Paul Heath said this was testament to the importance of the region as a growth market for new technologies.
In conjunction with the expansion, the agency is unveiling an exhibition themed 'Painting Meets Pixels' at O Gallery, a purpose-built art space in Beijing. The exhibition will feature the work of five Chinese artists including Chi Peng, Lin Junxian, Lu Xi, Song Jiao and Wu Jicong.
The gallery acts as a platform for up-and-coming young artistic talent and has been in operation since 2005.
"It has been said that advertising is the astonishing blend of art and commerce,” said Shenan Chuang, CEO of Ogilvy Greater China, in the statement. “Today it is a fusion of both of these and technology. So our simultaneous launch of the O Gallery exhibit and new Ogilvy Digital Lab is very special because it is symbolic of how Ogilvy views the future of advertising and marketing communications."