This document describes The Lab in the Bag, a startup created in 2017 that designs multi-sensory immersive rooms. The rooms can recreate various environments and adjust sensory parameters like visuals, sound, smell, and touch to immerse participants. Marketers can use the rooms to conduct more realistic and standardized product testing and marketing studies. Examples shown include testing beer preferences in different recreated locations and gathering feedback on store layouts and customer experiences.

1. Immersive Room
5.1 multi-sensory speakers
May 2017CONDUCT YOUR MARKETING STUDIES
in a multi-sensory immersive room

2. The Lab in the Bag
The Story
2014
Repères opens a «The Lab in the Bag» department, dedicated to the creation of innovative testing tools and
environments
Filing of patent for a mobile sensory isolation cabin: «My sensory laboratory, where I want, when I want, in
two hours»
2015-2016
First prototypes of a mobile multi-sensory immersive room
2017
Filing of a patent for a «Sensory chamber and multi-immersive device»
Creation of the Start-up, “The Lab in the Bag”, a Repères spin-off
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

3. Immersive Room
1. Choose the environment
Café, night club, office ... / sea, mountain,
countryside, town...
2. Adjust the sensory parameters
Visual, sound, smell, touch (hot, cold, wind, mist, smoke,
atmosphere lighting)
3. Immerse your audience in the experience
A BREAKTHROUGH INNOVATION
The first multi-sensory immersive device
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

4. HOW
it works
• Emission of non-persistent odours and/or essential oils
• Emission of wind, light mist and smoke
• High-quality sound
• All effects are synchronized with the video image
• Atmosphere/mood lighting
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

5. HIGHLY FLEXIBLE
5.1 Immersive with external envelope
#Installation proposal for the “Mots Libres”
book and writing festival in Courbevoie
1/4CONFIGURATION
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

6. HIGHLY FLEXIBLE
Installation of immersive systems in existing spaces
2/4CONFIGURATION
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

7. HIGHLY FLEXIBLE
Immersive loudspeakers with screens
3/4CONFIGURATION
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

8. HIGHLY FLEXIBLE
Immersive loudspeakers with VR
4/4CONFIGURATION
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

9. IMMERSIVE SPACES
A «playground» for businesses
• Experiments
• Brainstorming
• Show room
• Experiential marketing
• Show room
• Well-being, relaxation
STUDIES
INNOVATIVE
R&D
MARKETING
SALES
RETAIL
CORPORATE
HR
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

10. Examples of study protocols...
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

11. USE IN A MARKETING STUDY
Testing of Alcohol-free Beers by AgroParisTech - Repères
February 2017 - 240 participants
• Demonstration of PRODUCT * ENVIRONMENT interaction
• Neutralization of effects related to the time of tasting (e.g. morning/evening)
• Stronger emotional involvment of participants through immersive sessions
SENSORY CHAMBER NIGHT CLUB IMMERSION BEACH
SILVER TROPHY
Experiential innovation
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

12. POTENTIAL USES
First area of application
More realistic observation
Create/recreate an environment
in a realistic manner
Offer more reliable data
Adjust sensory factors and measure
their impact
Adjust the setting-time:
• Different environments / times of day
• Speed up time
• Create a stress effect
Second area of application
Ensure standardization
Third area of application
Vary experiential factors
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

13. RECREATING MOVEMENT
• Travel by public transit (limited time, noise, restricted space etc.)
• Travel by car
• Sport: walking, jogging, cycling (accessories: walking/running/cycling treadmill etc.)
IN PLACES WITH A HIGH SENSORY CHARGE
• Night club (noise, lighting, other people etc.)
• Beach (brightness, heat etc.)
• Stadium, concert (noise, crowding etc.)
TESTING MOBILE
USAGE
1/3EXAMPLE
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

14. TESTING LAYOUT / ATMOSPHERE /
CUSTOMER EXPERIENCE
• Successive visits with different layouts in POV
• Measurement of impact of signage (eye tracking / post visit
debriefing)
TESTS OF SCRIPTED INTERACTIONS
• POV trail with different points of contact
• Dynamic virtual interaction (forthcoming: video game engine and
augmented reality)
• Interaction with an “actor” in the room
STUDIES
OF SALES ENVIRONMENTS
2/3EXAMPLE
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

15. EXPERIENTIAL STIMULI:
• Visit a place in different countries / in different seasons / at different historical times
• Immersive moodboard
BRAINSTORMING
3/3EXAMPLE
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

16. Tell us about other immersive experiences
you would like to create
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

17. THE LAB
in the Bag
Project team
François Abiven
Repères CEO
27 years experience in marketing studies
Expert in product testing protocols
f.abiven@reperes.net
Florian Jarrot
R&D Project Manager
Double Masters in Design and Marketing
Winner of the 2015 Sustainable Design Award
Prototyping, 3D visualization, web communication
f.jarrot@reperes.net
Jérôme Gachet
The Lab in the Bag Production Director
Planning and equipping of spaces
Inventor of the Multi-sensory Chamber
j.gachet@reperes.net
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

18. The Lab in the Bag
Designer of multi-sensory immersive experiences
Repères, 20 rue Bouvier, 75011 Paris - France
+ 33 (0) 1.60.96.87.83 // contact@thelabinthebag.com
www.thelabinthebag.com
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