London, 15 September 2026 – Reply [EXM, STAR: REY, ISIN: IT0005282865] opens Reply House London, the Group’s new UK flagship in Belgravia.
Set within a restored Grade II-listed building, Reply House contains multiple innovation spaces, with the House of Models at the forefront, giving clients a direct view of how Reply develops, applies and governs AI for enterprise use.
“Reply House gives physical form to the way Reply develops technology with clients,” said Tatiana Rizzante, CEO of Reply. “We bring together research into frontier technologies, specialist knowledge and responsibility for the outcome. The different spaces allow clients to examine new AI systems directly, challenge them against their own requirements and develop them into secure, governed solutions for real operating environments.”
Reply House is organised around a range of innovation spaces spanning the full lifecycle of enterprise AI, from model development and governance to customer engagement, content production and autonomous operations.
Innovation spaces on the ground floor showcase how organisations can build and deploy AI with confidence. Clients can compare the performance of general-purpose, retrieval-augmented and domain-specialised language models against their own industry requirements, test product and campaign concepts against AI-generated consumer profiles before committing to market, and explore how AI systems manage trust, identity verification and behavioural risk in regulated industries such as . A working agentic contact centre shows how an AI colleague can interpret a customer request, reason across connected enterprise systems and resolve it without human intervention. Elsewhere, a conversational digital human demonstrates how natural-language interaction can be delivered at scale across hospitality, retail and public-sector settings, and a rooftop environment provides a working testbed for autonomous ground robots applicable to logistics, warehousing and last-mile delivery.
Upper-floor innovation spaces cover AI-assisted content creation for marketing and brand teams, immersive digital-twin visualisation for manufacturing and infrastructure, and a live AI observability environment that surfaces agent execution traces, tool interactions, performance metrics and risk signals through a quality-control tower.
At the centre is Reply House of Models, a dedicated space where clients can build their own AI models, experiment with them, and understand the governance needed to deploy them. The space brings Reply Model Factory, Reply’s industrial production line for enterprise AI, into a physical setting, and is the second House of Models to open, after Turin.
Reply provides the latest frontier models for clients to qualify use cases, prepare traceable datasets, specialise the appropriate models and release them as controlled, versioned enterprise assets.
The model lifecycle is organised across five connected stations: Design; Data Gathering and Preparation; Training; Distribution; and Monitoring and Evaluation. Once deployed, model quality, reliability, cost and operational behaviour are tracked, with the results feeding back into further preparation, training and optimisation. Security, traceability and regulatory alignment are maintained throughout.
Since entering the UK market in 2008, Reply has grown into a nationwide network of more than 40 specialised companies, supported by offices and innovation spaces across the country. Reply House expands this established presence alongside existing UK locations and innovation spaces, including Area Phi at Nova South. It provides a central London base for client collaboration and connects the UK more closely with Reply’s international network of research and experimentation centres.
“Reply House reflects our continued investment in the UK as demand for AI and digital solutions continues to grow,” said Jason Hill, Senior Partner and UK CEO at Reply. “The space has been designed to bring clients closer to the technologies, models and specialist teams that are shaping the next phase of enterprise AI. With dedicated client hosting, direct access to our technology experts and a strong focus on collaboration, innovation and learning, Reply House provides a truly exceptional environment for developing practical solutions to real business challenges.”
Reply House occupies approximately 2,200 square metres at 36 Grosvenor Gardens, within the Grosvenor Gardens Conservation Area close to Victoria Station. It forms part of a Grade II-listed terrace designed by Thomas Cundy III in the French Renaissance style and dating from around 1868.
