Output Group managing director, Ian Hambleton, will head up the new studio. It aims to create large-scale immersive content for experiential projects and events.
The decision to launch Allez follows the group's delivery of a number of activations, including a live-projection mapping piece for artiste Labrinth’s performance at last year’s MTV Music Awards in Glasgow.
The news was announced last night to clients and partners at a secret event, which featured three immersive ‘curiousity rooms’ hosted at The King’s Head in London’s Dalston.
Hambleton said: "Allez seemed like the next natural progression for us. We’ve been increasingly doing big-budget immersive content work for high-profile brands like Sony Music, BBC and Penguin and it’s something we see as a real growth area in the industry.
"It also allows us to tap into the exceptional talent of creative collaborators, digital artists and interactive designers that make up our events network."
Allez will work alongside sister agencies Found Studio, Studio Output’s Beijing arm and Studio Output London, which will remain the lead agency in the new group. Current clients of the Output include Viber, Sony, Baidu and the BBC.
The group announced a turnover of £5m this year and currently employs 43 people across Beijing and London.
Hambleton added: "We currently offer a range of design and branding services but the launch of Output Group will allow both our service offering and the business to grow. It means we can scale up our fantastic team and offer an essential layer of strategic insight for all projects and clients within the group."
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