Isobar UK has officially launched its ground-breaking NowLab in the UK. The third global NowLab, part of Isobar’s pioneering worldwide initiative, is designed to deliver innovation for clients and harness the potential of new technology to bring people and brands together in creative new ways.

The Isobar UK NowLab will follow the global model focusing on four key outputs: Making Things, Thought Leadership, Knowledge Share and Events. Isobar NowLab will work closely with clients and use think-tank collaborations, such as MIT Media Lab, to deliver fresh innovative ideas for clients.

NowLab will fuse craft with technology to inspire cutting-edge projects that will provoke discussion, as well as events organised by Isobar to share results, and forthcoming prototyping sessions, ultimately sharing these ideas with the worldwide Isobar network.

NowLab will act as a hub to harness creativity that has already led to initiatives such as Isobar Create London, the UK’s first 36 hour accelerator hackathon in partnership with o2, that brought together budding developers for the chance to win funding for a winning NFC app. In addition, Isobar recently created Dulux Google Hangouts, an exclusive hangout – the first ever for Dulux – designed to educate, inspire and empower consumers by giving them unprecedented access to an expert team of Dulux designers, engaging them with the brand and product in an inspiring new way. It has also initiatiated six educational Cannes You Code? sessions created with Decoded at the Aegis Media Beach House in Cannes teaching people the secrets of the dark art of code in one day.

Global NowLabs ground-breaking projects to date include Reebok interactive retail installation in the US; a real-time Instagram feed on Facebook in Brazil; an interactive mirror in the Netherlands; and a Facebook newsfeed module in the UK.

Dom O’Brien, Head of Innovation, glue Isobar said: “The launch of Isobar’s NowLab in the UK will initiate a dynamic hub of innovation, delivering pioneering new projects and cutting-edge creativity. Having already hosted a hugely successful NFC hackathon in London, we are excited about NowLab’s potential to deliver some truly ground-breaking work.”

Penny Herriman, Chief Executive, Isobar said: “Nowlab is the embodiment of Isobar’s vision to fuse creative thinking and technology with Isobar’s cutting-edge digital excellence to deliver inspiring, innovative and industry-leading activity for our clients and we are delighted to be launching it to officially build on some the fantastic initiatives the teams are already creating in a dedicated innovation hub.”