Creative Experience Lab London (CELL)
ActiveDescription
Creative Experience Lab London (CELL) is a collaborative programme jointly led by Loughborough University London and University College London (UCL), which aims to become a leading hub for creative experience research and development and to establish Queen Elizabeth Olympic Park in East London, its home, as a leading base for innovation in the experience economy. The Lab prototypes, tests and scales creative experiences at the intersection of live and virtual realms, bringing together research, creative practice and industry collaboration. Its partners span disciplines and sectors, from immersive fashion and dance to heritage, storytelling, theatre and interactive games. The Lab began work in November 2024, when six collaborative prototypes were commissioned, funded by Research England’s Higher Education Innovation Fund and combining AI, immersive and metaverse technologies with art, heritage, architecture and performance experiences; it was launched publicly in October 2025 and announced two new projects in May 2026. UCL’s School for the Creative and Cultural Industries lists the Lab among the recent projects of its creative practice research.
Currently active
Yes
Offers funding
No, this infrastructure does not provide funding.
Founding year
2024
Contact details
London
Greater London
On the map
Categorisation
Type
Tags
University affiliation(s)
Loughborough University
Loughborough
Partner Infrastructures
The V&A was the first museum in the world to establish a dedicated Research Department and it continues to be a core activity of the Museum today. It plays a leading role in binding together the f… read more about Victoria and Albert Museum
London
Partner Universities
University of East London
University of the Arts London
Additional Partnerships
Here East; London Legacy Development Corporation; Sadler’s Wells; 1UP Studios; Alexander Whitley Dance Company; Elevate
Last modified:
2026-09-30 11:52:24