Labs

Area Phi

Reply’s innovation hub, new technologies to rethink the future.

Empowering business excellence through innovation

Area Phi represents the continuous investment into innovation that Reply so firmly believes in.

Through the exploration of new technologies such as edge computing, digital engagement tools and enhanced reality systems, our London labs present a space for our experts to turn creativity into efficient and practical projects and develop new tools, new paths and better platforms to pave the way for the industries, the workplace and the society of the future.

The innovation process

Exploration, experimentation and transformation

Area Phi, the hub where technology is leveraged and paired with the ingenuity of our experts, to come up with new solutions to multiple industry challenges. Through continuous experimentation, ongoing training and design thinking our experts conceptualise new approaches and strive for a brighter tomorrow.

Area Phi presents an excellent opportunity for our guests to experience first-hand how we tackle projects in selected sectors and to immerse themselves in the process of developing new solutions with the latest technologies.

Purpose-driven innovation

The ongoing collaboration with our customers enables Reply to gain a deeper understanding of industry needs, which our experts translate into actionable and tangible insights and strategies to drive organisations forward.

Designing the tomorrow starting today

We harness the spirit of innovation to engineer bespoke solutions and POCs that are not only tailored to our customer's specific needs but also take into account what lies ahead, to keep up with the everchanging markets and ecosystems.

Immersive experiences

Our experts work with existing tech and bring new prototypes to life. These can not only be seen and experienced, as our lab experts will also explain their potential uses, their integrations and how these can be personalised within different business contexts.

Inside Area Phi

In our London labs, our experts work with the latest technologies to discover new ways to innovate and develop new approaches towards our customer’s business models.

Digital Human Lab

This lab delves into the advancements made in the last year that has spawned a new phenomenon in the Digital Human space; the hyper-realistic replication of human beings with low latency and lifelike responses that overcome the limitations of realism. We are working into making this into a reality by pushing boundaries in our London-based lab where we have devised high-value use cases that disrupt the market, deploying a strategic combination of DeepBrain's AI avatar technology, Conversational AI, and Generative AI.

Edge Computing Lab

This lab explores services and solutions based on the existing AMP (Asset Monitoring and Predictive) solution aimed at the Manufacturing and Renewable sectors. This solution infers data from the factory line, provides purpose-built dashboards and reports that show real-time production telemetry as well as operational efficiency reports. To perform Product Defect Detection, alerting and prediction of events, AMP utilises Computer Vision and Machine learning on collected data. This lab also showcases Cloud Connected products, such as sensors and includes a demonstration of a Digital Twin for Manufacturing and Smart buildings.

Digital Engagement Lab

The Lab, shows and develops several solutions for Digital Engagement based on Metaverse, Digital Human, Gamification and Generative AI. The area is a physical space where you can experience enhanced reality systems and platforms; and includes a demonstration of the Digital Escape Room, Immersive e-learning and the MetaGames. These are unique Metaverse games that use technology to engage and bring people together (MetaRace, Dance Off, TerrorByte; the Cyberpunk Metahuman, used as a digital host for team building activities).