Sample lab: Marketing space for brands opens

London – A new marketing shop offers brands the opportunity to experiment with new retail concepts. Insight, the space by retail consultancy Sheridan & Co, will initially be used to launch luxury luggage brand Moncrief.

The venue will provide a platform for brands to test conceptual offers to customers in an environment that can be examined and modified for the impact on sales. The group hopes to roll out further concept spaces in its New York and Hong Kong outposts.

As explored in our report on Brandtocracies, which considers the new brand DNAs for the next decade, temporary retail spaces are now going beyond the pop-up store to explore truly innovative possibilities.