DRPG Labs showcases event tech at Innovation Week

Creative communications group DRPG reinforced its commitment to innovation with a weeklong tech showcase at its Worcestershire headquarters.

Innovation Week, hosted by DRPG's innovation entity, DRPG Labs, was held in the studio complex of the agency's headquarters in Hartlebury and provided clients and interested brands an opportunity to explore recent advancements in technology and artificial intelligence tailored specifically for the events and experiential industry.

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Each day of DRPG Labs’ Innovation Week featured interactive sessions allowing attendees exploration of advanced technological experiences within typical event set-ups around the studios. Upon arrival, guests were welcomed and taken through to the experience by robot event guides, followed by demonstrations of Muxwave's transparent LED walls that transform visual presentations, and transparent touchscreen solutions enabling unique product showcases and augmented reality interactions.

Attendees experienced the guided presentations using a blend of in-person presenters and avatars responding in real-time offering multiple language conversations. The avatar solution was able to give a detailed specification and brief regarding a vehicle in front of the activation, delegates could ask any question about that vehicle and the avatar would generate a response in seconds. DRPG also used camera based analysis with German based partners ‘These Guys’ to track in real time the sentiment of the audience.

DRPG Labs, launched in 2024, builds upon previous engagements with comms and event professionals, including the DRPG Labs Live series, a touring activation presented at client offices across the UK last summer.

Nick Fagan, head of innovation at DRPG, said: “The Innovation Week provided our clients with the latest combination of technology and its capabilities to deliver absolute accessible content and unique user journeys. In turn, maximising audience engagement and elevating the overall event experience. It’s one thing reading and hearing about these trends, but it has been invaluable for our clients to see this technology physically applied to the methods of event delivery they are used to, and not so used to.”

CEO Dale Parmenter added: “This week reinforced DRPG’s ongoing commitment to innovation and delivering solutions that have measurable impact. DRPG Labs is pivotal in driving our strategic approach to technology adoption, client engagement, and sustained growth.”

Following the success of the Innovation Week, DRPG Labs will be running monthly virtual Innovation Sessions for clients to drop into from Tuesday 15 April. These sessions are designed to provide further opportunities to explore and understand the demonstrated technologies and apply them to live use cases taking place in the industry.