Interpublic Group has unveiled its Emerging Media Lab in Los Angeles, designed to provide the company and its clients with a vision of the digital future.
New York-headquartered IPG, whose global stable includes agency network McCann Erickson Worldwide, says the lab will offer the chance to experience new technologies and test new marketing programs.
It includes a digital living room, kitchen and conference room that will be used to replicate the home and office spaces where emerging technologies and devices will be used.
The lab was launched under the auspices of Interpublic Media, which oversees all the group's media businesses including Initiative, MAGNA Global and Universal McCann.
Attending the launch event was former US vice-president Al Gore, now chairman of Current TV, who opined: "We easily overlook the role of media in the destiny we choose as a nation. The kind of experimenting that will be explored and designed here will be absolutely crucial."
Data sourced from AdAge (USA); additional content by WARC staff