Francis Cauffman designed the science labs of consumer healthcare company GSK, located in Warren, New Jersey.
The new GSK Consumer Healthcare headquarters includes a Shopper Science Lab where GSK and retailers take consumer research and model different scenarios both virtually and physically. The goal is to understand and optimize the consumer retail experience.
The immersive experience begins in the Collaboration Room. Here, a retail store is simulated with the use of a large 9 x 30 foot interactive touch panel screen. Different retail spaces can be modeled virtually to explore, test, and review retail placement, signage, and packaging placement strategies prior to constructing physical prototypes.
