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It's a small, windowless room on the second floor of ad agency Team One's expansive Playa Vista, Calif., complex, yet it's also a portal for globe-trotting, deep-sea exploration and space travel. Or, as executive creative director, digital, Alastair Green puts it, "Alice stepped through the looking glass, and this is the other side."
Green is describing Team One's newly opened virtual reality lab, a technology geek's dream and the agency's ground zero for fully immersive marketing concepts for clients like Lexus, The Ritz-Carlton, Indian Motorcycle and EA.