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Hiscox Cyber Cube

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A first for Lloyd's of London

Following the recent launch to the London market of their latest cyber insurance product, CyberClear365, Hiscox briefed Purity to design and produce an experiential stunt in the iconic Lloyd’s of London building.

The aim for the experiential activity was to create curiosity and intrigue among brokers and underwriters by doing something which has never been seen before in Lloyd’s. The activity was designed to improve brokers’ perception of Hiscox London Market, open up the conversation of cyber security and ultimately establish Hiscox as leading the way in emerging risk.


Using specialist smart glass technology, the 3m x 3m LED Cube was created and installed by Purity to house a cyber experience in the heart of the Lloyd’s trading floor.

Hiscox and Purity collaborated with Immersive Labs, cyber skills specialists, who developed three cyber games within the cube:

1. Test your cyber security knowledge.
2. Identify the phishing email.
3. Create an ‘un-hackable’ password.

"It's fun, memorable and a really innovative way to bring something to life."

Kate Markham
Hiscox London Market CEO

Participants were invited to crack the cube by moving through the three timed games. The winner who gained the most points across all three games was awarded the ultimate prize of a trip for two to Las Vegas, home of DEF CON, one of the world’s largest hacking conferences.


The Cube was the first of its kind to ever to be installed in the Lloyd’s of London building. In total, 150 participants attempted to crack the cube and one lucky winner with the highest score of the day won the trip to Vegas.

"I’ve never seen a structure like this in Lloyd’s. I think it’s really great to have the Cube behind us right next to the Lutine Bell. It just reminds us that insurance is not just about learning from the past but also looking to the future."

Bronek Masajoda
Hiscox Group CEO

"It’s fun, memorable and a really innovative way to bring something to life."

Kate Markham
Hiscox London Market CEO

"I think it looks incredible, it’s striking, it’s brilliant, it’s bold and it’s got the Hiscox name up in lights."

Matthew Webb
Hiscox Cyber Line Underwriter

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