The Shopper Science Lab, located in Brentford, is ‘the most advanced shopper insight facility in the world’ according to Pope Wainwright, which has designed a facility to provide in-depth understanding of how and why shoppers make decisions and what influences their choices.
Pope Wainwright claims the 3,0480m2 space has the world’s largest seamless touch screen, which allows researchers to make 3D visualisations of retail environments as well as use facial biometric tools to analyse shopper’s subconscious and emotional reactions.
Pharmacy, retail and focus group environments have been created where shopper behaviour can be analysed using mobile eye-tracking technology and other biometric tools.
Pope Wainwright says it worked closely with the GSK Shopper Science Lab to create a consistent design language across all touch points from identity to internal communications, signage and facility guides.
‘The design language and the direction reflects both innovation and the science behind the GSK brand’, says the consultancy.
The Human Performance lab, also located on the Brentford site, is ‘the world’s leading facility dedicated to extending the limit of human athletic potential via nutrition science,’ according to Pope Wainwright.
Research undertaken will help assess the limits of human performance – body and brain – concentrating on the science behind nutrition and developing strength, stamina, cognition, hydration, metabolism and recovery. Insights gained will go into making new GSK products.
Design language in the Human Performance Lab reflects the themes of industrial science, and having state of the art science labs.
The labs are designed to be simple and future focussed to make a distinction between the two areas.
Pope Wainwright says, ‘Bold colours, exposed ceilings, textured materials, lighting, photography and graphics come together to create a flexible, open-plan space surrounded by science labs.’