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Cyber Security

Purity - Hiscox Cyber Cube

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.


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

Purity - Hiscox Cyber Cube

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