London-based comms agency ICC London has opened an in-house technology centre to host innovation labs for its European clients.
Dubbed 'The Garage', ICC hopes its new centre will help pharmaceutical companies to move 'beyond the pill' and explore and utilise the latest technological advancements.
ICC London's digital director Faisal Ahmed said: “Our world is changing at lightning speed. At The Garage, we test ideas and tinker with the latest technology to help our clients keep up and get ahead.
“As 'what is possible' continues to evolve, we believe pharma in particular has much to gain by harnessing these capabilities wisely.”
The Garage's current technology line-up includes 3D printing, connected clothing, brain sensors, augmented reality and connected devices.
But the agency says that more than simply showcasing the latest in tech trends and capabilities, its key objective with The Garage is to kick-start ideas that lead to new platforms and tools for patients, payers and doctors.
As these emerge the agency will work with its clients to prototype their ideas.