The Retail Experience Lab focuses on the innovation of retail experiences in physical, virtual or ‘phygital’ contexts, and actively engages in research, applied research and educational initiatives, promoting a comprehensive understanding of the transformation of the retail sector.

Research Focus and Objectives
The Lab's main objective is to facilitate digital and sustainable transitions in the retail sector by integrating scientific research into theoretical and applied models.
The contemporary retail landscape is characterised by complex interactions between social, economic and cultural dynamics and emerging technologies such as pervasive connectivity and intuitive interfaces. These elements, together with new interactive channels, are profoundly redefining the industry, leading to the creation of complex omnichannel networks that aim to deliver a seamless and consistent customer experience across different platforms. In this context, sustainability and the transition towards ‘servitisation’ take centre stage: traditional retail models are evolving to include more integrated, circular, sustainable and responsible services and business models.
The research activities of the Retail Experience Lab are therefore focused on redefining retail paradigms and promoting experimental design strategies to develop new formats, concepts, augmented experiences and sustainable solutions.

Multidisciplinary Approach and Methodology
The Retail Experience Lab takes a multidisciplinary approach that integrates different dimensions of in-store experience, omnichannel strategies, and service offerings, within the broader context of digital and sustainable transformation. The Lab's methodology is based on design-led innovation, which guides the development of innovative retail solutions, enhancing both physical and digital experiences while promoting sustainable practices.

Research Areas

• Customer Experience in Omnichannel Retail: The Lab analyzes the impact of digital transformation and channel proliferation to effectively engage new audiences and promotes solutions that enhance physical stores through the strategic use of technology.
• Integration of Retail and Service Systems: The Lab aims to define and improve new service models to enhance, display, personalize, and optimize retail to promote a richer, smoother, and more sustainable customer experience.
• Sustainability in Retail: The Lab explores how retail spaces, both physical and digital, can be transformed into opportunities to implement more responsible and circular solutions.
• Retail Design Skills and Tools: The Lab explores the role of design as a knowledge integrator in retail innovation processes and promotes the integration of design-led approaches and tools in omnichannel retailing from a multidisciplinary perspective.