The GSK Shopper Science Lab is a large-scale research facility designed to understand how and why shoppers make decisions, and what influences their choices. The lab supports insight generation, testing, and collaboration with internal teams and external partners.

We designed the facility, identity, and visitor experience, and worked with contractors to deliver a world-class research centre. We also led the global programme of Shopper Science Labs across EMEA, APAC, and North America, creating a consistent design language and visitor experience worldwide. In addition, we designed the Consumer Sensory Lab.

• A clear global standard for Shopper Science Labs across regions
• Consistent expectations for design quality and visitor experience worldwide
• A uniquely ownable GSK experience across all Shopper Science Lab locations
• Stronger alignment between regional teams through a shared approach
• A scalable model supporting rollout and evolution in future locations

Creating a global design language with local nuance to deliver a consistent and engaging Shopper Science Lab visitor experience that supports shopper insight and decision-making.