Be curious

IF YOU NEVER PLAY, YOU’LL NEVER LEARN

Play and curiosity is in our hearts. LAB isn’t a department - it’s a mindset that runs through everything we do. We constantly test new tech, prototype wild ideas and explore what’s possible before anyone asks for it.

We learn by building, breaking, tweaking and trying again — inspired by the world around us. Some experiments fail. Others spark the next great idea. We play to learn.

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PONG + Orkla

Danish Christmas Gift Game

Mobile Christmas game for players to win and steal gifts across Denmark.

RB&LM + Andel

Andel Swing

Special-built giant swing generating power at Roskilde Festival.

WPP + Netflix

Squid Game Dalgona

The iconic Dalgona game recreated from the Squid Game in a mall activation. No people were harmed during the activation!

AKQA + VELUX

VELUX Cube

Immersive sound experience with interactive product features at London Design Festival.

Hero Agency + Pepsi

Pepsi Store Goalie

Motion-tracking game created around Pepsi points and winnings in a pop-up merch store.

Normal

In-Store Wheel of Fortune

In-store gamification screen creating stop effect, permissions, footfall, and sales.

Ogilvy x Lundbeck

Plasma Ball Head

Interactive light and audio installation for Migraine Awareness Day.

Dentsu + Wolt

Wolt Bike Points

Mobile mini-game enabling audiences to collect Wolt points at selected events.

National Museum of Denmark

Greenlandic for Beginners

Live AI language evaluator teaching audiences Greenlandic words and sentences.

Kongernes Jelling

The Berserk Box

Berserk box on wheels with immersive photo experience and output.

Agende Group + Spies

Travel Fair Wheel of Fortune

Thousands of daily interactions at key market trade fair.

Agenda Group + Norlys

Norlys Pong

Multiplayer game where kids could battle their parents in an epic game of Pong.

We are here for you

It's our job to make you shine

Consider us your creative side-kick, neatly sitting in the sidecar to your vehicle. You set the direction, we help make it a memorable ride. From start to finish. For stakeholders and audiences. While you have the hands on the steering wheel, we have the hands free to realize your creative dreams – making you the (race)star, you deserve to be.

Let's talk

Lasse le Dous

Partner

+45 31141210