About
About
Catalyst for innovation in East London
Catalyst for innovation in East London
Jointly led by Loughborough University London and University College London, Creative Experience Lab London (CELL) convenes researchers, creative practitioners, cultural organisations and industry partners to prototype, test and scale new tools, products, services and experiences.
We're based on Queen Elizabeth Olympic Park in East London, one of Europe’s fastest-growing hubs for tech, culture and creative enterprise. This means we’re part of a unique ecosystem of major cultural institutions, leading universities, pioneering creative and technology enterprises, diverse local communities, and state of the art venues.
Our partners span disciplines and sectors, from immersive fashion and dance to heritage, storytelling, theatre and interactive games, helping us connect culture, education, technology and community to create lasting impact.
Jointly led by Loughborough University London and University College London, Creative Experience Lab London (CELL) convenes researchers, creative practitioners, cultural organisations and industry partners to prototype, test and scale new tools, products, services and experiences.
We're based on Queen Elizabeth Olympic Park in East London, one of Europe’s fastest-growing hubs for tech, culture and creative enterprise. This means we’re part of a unique ecosystem of major cultural institutions, leading universities, pioneering creative and technology enterprises, diverse local communities, and state of the art venues.
Our partners span disciplines and sectors, from immersive fashion and dance to heritage, storytelling, theatre and interactive games, helping us connect culture, education, technology and community to create lasting impact.
Core partners
Core partners
Mission & Vision
Mission & Vision
At CELL, we prototype, test and scale breakthrough creative experiences at the intersection of live and virtual realms. We exist to:
Apply cutting-edge technologies in AI, immersive, haptics and robotics to develop new forms of creative experience across live and virtual realms.
Experiment with new formats, audience participation approaches, business and funding models to support a sustainable, thriving experience economy of the future.
Co-create our ideas with diverse local communities and enable place-based activation to test and showcase new experiences.
Support groundbreaking research on creative, technology, behaviour, neuroscience, market and innovation aspects of the experience economy.
Support the development of skills to underpin innovation in the experience economy, across technology, creative, business, innovation and social domains.
At CELL, we prototype, test and scale breakthrough creative experiences at the intersection of live and virtual realms. We exist to:
Apply cutting-edge technologies in AI, immersive, haptics and robotics to develop new forms of creative experience across live and virtual realms.
Experiment with new formats, audience participation approaches, business and funding models to support a sustainable, thriving experience economy of the future.
Co-create our ideas with diverse local communities and enable place-based activation to test and showcase new experiences.
Support groundbreaking research on creative, technology, behaviour, neuroscience, market and innovation aspects of the experience economy.
Support the development of skills to underpin innovation in the experience economy, across technology, creative, business, innovation and social domains.
Next phase
Next phase
Our next phase includes the development of a dedicated physical lab on Queen Elizabeth Olympic Park.
This facility will house specialist equipment and flexible spaces, providing an enabling infrastructure for interdisciplinary collaboration and innovation across the wider Park.
Developed with partners and informed by community input, it will provide a unique resource for researchers, creatives and organisations seeking to explore the future of experience-led innovation within local, national and international contexts.
Hear CELL colleagues and partners discuss their vision for the next phase of CELL here.
Our next phase includes the development of a dedicated physical lab on Queen Elizabeth Olympic Park.
This facility will house specialist equipment and flexible spaces, providing an enabling infrastructure for interdisciplinary collaboration and innovation across the wider Park.
Developed with partners and informed by community input, it will provide a unique resource for researchers, creatives and organisations seeking to explore the future of experience-led innovation within local, national and international contexts.
Hear CELL colleagues and partners discuss their vision for the next phase of CELL here.
Team
Team
Team
Team
