Pope Wainwright has worked with the GlaxoSmithKline Consumer Healthcare Shopper Science Lab team to design the most advanced shopper insight facility in the world. The Shopper Science Lab is a state-of-the art research facility providing in-depth understanding of how and why shoppers make decisions and what influences their choices.

With 10,000 sq ft filled with groundbreaking technology, the Shopper Science Lab is the biggest facility of its kind in Europe. This includes the world’s largest seamless touch-screen that allows researchers to make 3D visualisations of retail environments, as well as skin and facial biometric tools to analyse shopper’s subconscious and emotional reactions.

Areas inside the Shopper Science Lab include pharmacy, retail, and focus group environments, in which shopper behaviour can be analysed using mobile eye-tracking equipment and biometric tools. In addition, Pope Wainwright designed collaboration, theatre and seminar spaces.

The multi-discipline design team worked closely with the GSK Shopper Science Lab team to create an all-encompassing design language covering environments, identity, internal communications, signage, facility guides and project co-ordination. The design language and direction reflects both innovation and the science behind the GSK brand.