{"id":58953,"date":"2016-03-07T10:05:00","date_gmt":"2016-03-07T10:05:00","guid":{"rendered":"https:\/\/metropolismag.com\/projects\/lieu-storefronts-top-retailers-toy-design-labs\/"},"modified":"2022-03-14T22:40:25","modified_gmt":"2022-03-14T22:40:25","slug":"lieu-storefronts-top-retailers-toy-design-labs","status":"publish","type":"metro_viewpoint","link":"https:\/\/metropolismag.com\/viewpoints\/lieu-storefronts-top-retailers-toy-design-labs\/","title":{"rendered":"In Lieu of Storefronts, Top Retailers Toy With Design Labs"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213546\/9511c0227fc3c52b221ff1724e194c3a-Space-10-c-Alastair-Philip-Wiper-239.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">Designed by Danish studio<a href=\"https:\/\/metropolismag.com\/19420\"> spacon &amp; X<\/a>, Space10 is a venue for workshops and the staging of \u201chacks,\u201d which often incorporate IKEA\u00a0flatpacks.<\/h4>\n<h4 class=\"photo-credit\">Courtesy IKEA<\/h4>\n<hr \/>\n<p>Fans of IKEA\u2019s Swedish meatballs might not think they need tweaking. The creative team at <a href=\"https:\/\/metropolismag.com\/19421\">Space10<\/a>, the furniture giant\u2019s new innovation lab, thought otherwise, using those delectable morsels as a way to imagine the ways\u00a0food might change in the next few decades. In another thought experiment, the same tinkerers wondered how your lawn might signal that it\u2019s thirsty for a sprinkling and workshopped several prototypes.<\/p>\n<p>If calling these science projects \u201cIkea hacks\u201d is a stretch, that\u2019s exactly the point. Launched in November and independently run out of Copenhagen\u2019s meatpacking district, Space10 leverages IKEA\u2019s dominance in the domestic sphere in service of a broader mission: to act as\u00a0a place where\u00a0&#8220;bright minds can gather and co-create future solutions for a better, more sustainable living,&#8221;\u00a0says CEO and founder Carla\u00a0Cammilla Hjort.<\/p>\n<p>Naturally, the notion of a laboratory might come off as a rather grandiose characterization of what is essentially a satellite retail space, but the metaphor nicely evokes a certain attitude toward an inventive use of space and programming sensibility. Today, it isn\u2019t very far-fetched for a brand to adopt a semi-scientific method, at least in terms of experimenting with alternative models of immersive environmental design. Spectacular window displays\u2014which have their origins in the 19th\u00a0century\u2014are no longer going to cut it: The rise of e-commerce has sparked a renewed focus on physical emporiums.<\/p>\n<p>In\u00a0Seattle, Starbucks has enjoyed a positive response to its\u00a0blockbuster incubator in the city\u2019s Capitol Hill neighborhood. The <a href=\"https:\/\/metropolismag.com\/19422\">Starbucks Reserve Roastery &amp; Tasting Room<\/a> opened just over a year ago and represents founder Howard\u00a0Schultz\u2019s vision of a veritable temple of coffee. Frequently likened to Willy Wonka\u2019s chocolate factory, the roastery puts an educational spin on a public production facility, showcasing the process behind the product on the scale of silo and cuppa alike.<\/p>\n<p>Reebok\u2019s <a href=\"https:\/\/metropolismag.com\/19423\">FitHubs<\/a> seem just as natural a development as flatpack hacks and cafe\u0301-fueled spectacle were for IKEA\u00a0and Starbucks, respectively. Developed in collaboration with design consultancy<a href=\"https:\/\/metropolismag.com\/15250\"> Ziba<\/a>, the first FitHub opened in New York\u00a0City in 2012, and the store-cum-CrossFit gym has since expanded to 400 locations worldwide. As a spatial manifestation of Reebok\u2019s longtime commitment to promoting personal fitness, the FitHub strives for longevity, simultaneously harking back to the sneaker brand\u2019s \u201980s\u2013\u201990s heyday and offering plenty of potential for future incarnations. Says Reebok global environmental designer Charles Gates, \u201cthe concept of pairing activities\u2014in this case, personal fitness\u2014with retail has proven to drive sales and additional footsteps through the door.\u201d<\/p>\n<p>This is precisely why these retail labs are more than just inhabitable billboards (that being just one of their roles)\u2014they\u2019re venues for testing hypotheses, as opposed to users or even sole products. \u201cWe believe it is very important to make innovation open and inclusive,\u201d says Space10\u2019s Hjort of the potential of similar retail platforms. \u201cWay too often, innovation is something that happens behind closed doors, but if we really want to make the world a better place, we need to work together.\u201d<\/p>\n<h3>Space10<\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213548\/09a4f7bc300b2c61d3e8d645c09484a7-3168.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">Last November, IKEA opened\u00a0Space10, an autonomous innovation lab, in Copenhagen&#8217;s meatpacking district.<\/h4>\n<h4 class=\"photo-credit\">Courtesy IKEA<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213549\/bc1747f9b6b5397512915b3de0a4c634-Space10Workshop75-c-Zinna20Brigh20Mac-Eochaidh.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">The aftermath of a Space10 workshop brainstorming session.<\/h4>\n<h4 class=\"photo-credit\">Courtesy IKEA<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213550\/9dc0a8e32315c4571cc5d94f7e1ac2f0-2208.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">The interiors are divided into zones that can be closed off by sliding partition walls.<\/h4>\n<h4 class=\"photo-credit\">Courtesy IKEA<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213550\/0a094126d30f22745f13f89e498ff5a5-1216.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">The \u201crollerboy\u201d is an example of the kind of hacking activity that Space10 encourages. The mobile cart, made up of various furniture components, frames a vibrant arrangement of plants to create a DIY air-filtering system.<\/h4>\n<h4 class=\"photo-credit\">Courtesy IKEA<\/h4>\n<h3>Starbucks Reserve Roastery &amp; Tasting Room<\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213552\/873722a8ecb179fadf73de8b605f1a5a-S1.jpg\" alt=\"\" \/><\/p>\n<p class=\"photo-description\">Opened in December 2014, the roastery\u00a0represents Starbucks\u00a0founder Howard Schultz\u2019s decade-long vision of a temple of coffee.<\/p>\n<h4 class=\"photo-credit\">Courtesy Starbucks<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213553\/42d7fb345f65710378c98ebcd5059f79-S2.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">The 15,000-square-foot cafe\u00a0is located on\u00a0Pike Street in Seattle&#8217;s Capitol Hill neighborhood, just a stones throw away from Starbucks&#8217;\u00a0first shop.<\/h4>\n<h4 class=\"photo-credit\">Courtesy Starbucks<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213554\/11de20be5ba70310bbaad10e61c459ab-S3.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">The facility is dedicated to roasting the precious\u00a0beans that make up Starbucks&#8217;s\u00a0Reserve Brand and\u00a0which happens within view of patrons.<\/h4>\n<h4 class=\"photo-credit\">Courtesy Starbucks<\/h4>\n<h3>Reebok FitHub<\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213555\/ed4fecbc775b2cb14b36d83bee0a8c06-340527.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">FitHub is the\u00a0felicitous\u00a0combination of tennis shoe giant Reebok and fitness program\u00a0CrossFit. The first location, near\u00a0New York&#8217;s Union Square Park, was opened in 2012.<\/h4>\n<h4 class=\"photo-credit\">Courtesy Reebok<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213556\/c5619e5262b142709de7d090ad4d2a6f-340526.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">Based on a retail concept by Ziba,\u00a0FitHub\u00a0is both shoe store and gym. The retail floor incorporates gym-like\u00a0elements and mobile displays that can make way for various activities, including yoga class (pictured).<\/h4>\n<h4 class=\"photo-credit\">Courtesy Reebok<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12213557\/e7eb75982eb09802a04276d1ed199912-340522.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-credit\">Courtesy Reebok<\/h4>\n","protected":false},"excerpt":{"rendered":"<p>Brands are turning to the experimental in search of an edge in the retail market.<\/p>\n","protected":false},"author":67,"featured_media":19591,"menu_order":0,"template":"","meta":{"_acf_changed":false,"featured_image_focal_point":[],"legacy_WP_ID":null},"tags":[741,740,149,192],"metro_tax_domain":[11,4],"metro_tax_topic":[14],"metro_tax_program":[],"metro_issue":[],"metro_cat_viewpoint":[],"internal_flag":[],"class_list":["post-58953","metro_viewpoint","type-metro_viewpoint","status-publish","has-post-thumbnail","hentry","tag-hacking","tag-ikea","tag-incubator","tag-scandinavian-design","metro_tax_domain-research","metro_tax_domain-retail","metro_tax_topic-interior-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>In Lieu of Storefronts, Top Retailers Toy With Design Labs - Metropolis<\/title>\n<meta name=\"description\" content=\"Brands are turning to the experimental in search of an edge in the retail market.\" \/>\n<meta name=\"robots\" content=\"index, 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