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Retail Design Lab, Hasselt University

The retail lab, currently set up as a mini-supermarket (75 m2) with real (fresh) products (see picture) enables us to conduct retail experiments in a real setting. As spatial designers, we feel the need to research how people experience retail designs in an actual  three-dimensional environment; after all, architecture and spatial design are holistic in nature. The lab, built in 2007 at the campus of the faculty of Architecture and arts (then PHL-dpt. Architecture) with the financial support of EFRO, consists of an experimental, fully modifiable room, an interview room and a control room, equipped with a one-way mirror. Technically, the lab is equipped with 3 camera’s for observation purposes, a flexible lighting system (Dali wired) with dynamic lighting, and a full-option ventilation system to make it possible to do experiments with odor.

The first studies in the lab were part of a PhD research into the impact of lighting on consumer perception of space and atmosphere. Later, we joined forces with the faculty of Business economics for doctoral research on sensory marketing such as the impact of scent, greenery, music, etc. Master students are also eager to use the retail lab to conduct smaller experiments for their master project in retail design or marketing. In addition, as the lab is a completely modifiable room, we also employ it for project-based research and contract research for companies. In these cases, the supermarket sometimes has to make room for a completely different type of environment... 


Hasselt University, Research group ArcK
Agoralaan Gebouw E, 3590 Diepenbeek


+ 32 (0)11 29 21 13
katelijn.quartier@uhasselt.be

 


 



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