Dentsu Aegis Network China launches V-R Lab

Dentsu Aegis Network China has launched V-R Lab in Shanghai. The lab is designed to provide clients with VR solutions for opportunity to experience, explore, evaluate and expand their understanding of VR.The V-R Lab is divided into three main areas: the VR bar, VR experience zone, and VR lab.The VR bar features the latest VR devices, among them are Air – the dominant player in casual VR developed by Dentsu Inc., and BVRAIN – the world’s first VR goggles that customises games based on human brain activities developed by Isobar China Group. The VR experience zone showcases content from different VR platforms, while the VR lab supports development and exploration of an immersive and interactive VR experience by allowing marketers to try out the various technology.The lab also aims to serve as an ideas exchange platform where industry experts can explore the potential of the latest VR applications in marketing, leading to early access to real consumer VR experiences.Motohiro Yamagishi, CEO of Dentsu Aegis Network China, said: “Using VR technology as a launch pad, the lab will expand its research and development to other upcoming technologies for consumer communications and brand marketing.”“The launch of the lab is a very positive step towards effectively enabling our clients to develop the most appropriate creative ideas and solutions in the digital environment,” Yamagishi added.Tony Chen, chief innovation officer of Dentsu Aegis Network China, said: “We see the immersive VR experience as having a new impact on the interactive relationship between brands and consumers. The consumer data analysis enabled by VR can help brands acquire deep insights into their target audience.”